ZHULINSKAIA MARIA | DESIGNER PORTFOLIO on Mediiia

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Every brand has a pulse — I’m the doctor who helps it find its rhythm.

About Me I am a multidisciplinary designer specializing in brand identity and visual communication. On social media, I am also known as Zhul—a nickname derived from my last name. I collaborate with businesses, startups, and creative projects, developing cohesive visual systems that reflect their character, communicate their values, and help them stand out. My work spans branding, visual identity, logo design, packaging, typography, custom lettering, editorial and book design, posters, print materials, merchandise, and social media content—from initial concept through final execution. Tools Adobe Creative Cloud, Blender, Glyphs, Figma, FontLab.

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How it works?

I believe that a designer is, in a way, like a doctor: someone who helps brands identify weaknesses in their visual communication, uncover the root causes of their problems, and restore clarity and coherence to their identity. That’s why I use a medical metaphor to explain my design process, illustrating the journey a brand takes from the initial consultation to the final solution.

01. SYMPTOMS — Briefing Initial consultation Understanding the business Identifying the brand’s pain points Defining goals and objectives Establishing project requirements02. DIAGNOSIS — Research Analyzing the existing visual identity Researching the target audience Competitor analysis Identifying visual communication issues Developing a design strategy03. TREATMENT — Design Development Exploring visual concepts Logo and brand identity design Typography and graphic design Adapting designs across various media Feedback and revisions04. DISCHARGE — Final Results Completed visual identity Delivery of source files Brand guidelines development Recommendations for brand application Preparing the brand for launch and growth

01. Rebranding a National Museum of Music

Problem The Russian National Museum of Music houses one of the world’s largest music collections, with approximately one million artifacts. Despite its scale and multiple museum locations, it lacked a cohesive visual identity and navigation system, and the existing logo was used inconsistently. Solution The identity is built around the concept of musical rhythm. The «MM» abbreviation forms a rhythmic logo structure designed for animation. The visual system combines typography with musical notation: letters, much like notes on a score, create a distinctive graphic language that extends across various media.

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02. Branding for the release of the Album «Human Syndrome» by SouthBoy

Problem SouthBoy is an emerging electronic music artist who lacked an established visual identity. The upcoming album release demanded a recognizable visual language that reflected his individuality and cultural background. Solution A custom display typeface, Ufa Font, was developed, inspired by traditional Bashkir ornaments and the artist’s roots in Ufa. Combined with textures, the typography became the foundation of the album’s visual identity, connecting physical releases, posters, and social media content.

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03. Logo for Mexican Restaurant «Fiestus»

Problem Fiestus is a Mexican restaurant that blends traditional cuisine with the culture of national celebrations. The challenge was to create expressive lettering that captures the festive atmosphere and cultural character of the restaurant. Solution Eleven logo variations and one decorative initial were developed. By experimenting with letterforms, composition, and typography, we explored various approaches to express the brand’s energy, cultural identity, and festive spirit.

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04. Rebranding for the «Voque Stars» distribution platform

Problem The challenge was to distinguish between two branches of the same brand—Voque Stars (a music distribution platform) and Voque Audio (a record label)—while retaining a shared, recognizable element and developing distinct visual identities. Solution Inspired by Johannes Kepler’s Harmony of the World, the concept introduces a visual universe where every new artist is given their own planet. Moving from distant, cold orbits toward the Sun symbolizes artistic growth and the journey to becoming a star. This metaphor forms the foundation of the platform’s visual language.

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