nikita ustyugov | somenik
Communication Designer & Multidisciplinary Creative
Branding · Editorial · 3D · Product Design
Final-year student at the HSE Art and Design School (2023–2027), self-taught since day one. Five years in design, ranging from lead designer at SABAKU to handling branding and SMM for a China-based clothes-sourcing agency.
experience
# HSE Art & Design School, 2023–27
# SABAKU, Lead Designer, 09.25–06.26
# PODNEBESNAYA, Designer & SMM, 03.26–present
My Approach
I work fast and read the client’s request thoroughly.
I dig deep into the niche before designing anything.
I am curious about the whole world and want to try making everything.
So, here is what I created.
PODNEBESNAYA
Branding · Lead Designer · Chinese Sourcing AgencyConcept: A singular visual language for a sourcing agency, spanning from its identity to its daily social media presence.
Problem: A young agency required a recognizable brand face and a consistent presence across platforms.
Solution: I developed the visual identity, managed the social media strategy, and oversaw the visual direction. Additionally, I undertake freelance design projects for the agency’s clientele.
No Ceremony
Editorial design · University projectConcept: A collectible newspaper continuing the 1896 Nizhny Novgorod industrial exhibition.Problem: Regional business and culture lack a unified voice.Solution: A strict four-column A3 grid featuring oversized, expressive headlines.
Newspaper Layout SpecificationsPublication format: A3 Four-column modular grid Page margins: Top: 25 mm Bottom: 40 mm Inside: 15 mm Outside: 25 mm Column gutter: 5 mm Text aligned to the baseline grid Baseline grid increment and body text leading: 10 pt
3-5-8. SABAKU Rebranding
Branding · 2026Concept: A numerical sequence shared by Asian cultures: 3 (Chinese philosophy), 5 (Japanese), 8 (Korean)—all Fibonacci numbers.Problem: Stalled growth due to team turnover, ambiguous positioning, and marketing missteps.Solution: A calm, nature-inspired identity built on simplicity, craftsmanship, and longevity.
