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I HELP CULTURAL BRANDS STAND OUT:
By finding the one detail their whole identity can grow from — and turning it into a system people remember
→ COMMUNICATION DESIGNER, SAINT PETERSBURG
→ BA COMMUNICATION DESIGN, HSE ART AND DESIGN SCHOOL
→ FREELANCE SINCE 2023
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1. Identity, type, print and campaigns for brands and institutions since 2023
2. Primula — a culture sub-brand of the Lakhta Center, PJSC Gazprom
3. Finalist of HSE Creative Open ’26 and shortlist of DAFES AWARDS ’25
4. Clavis Mono — my monospaced serif, published on NODDEF
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1. Identity for a corporate client → Primula
2. A custom typeface → Clavis Mono
3. An interactive campaign → Art People
4. Packaging & lifestyle brand → Kaori
5. Storytelling in print → Calendar Journey
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I give a corporate giant a voice that culture trusts:
(1): The problem
How do you make a corporation feel open and warm to a cultural audience?
Gazprom’s Lakhta Center was launching Primula — a new sub-brand for lectures, exhibitions and workshops in Saint Petersburg. It had to speak to people who don’t trust a corporate tone.
(2): The solution
The Lakhta spire + faceted primrose petals
Two symbols became the whole system: a high-contrast serif, soft gradients and crystal-like 3D shapes turn every announcement into an invitation.
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Исходный размер 2880x1515
(3): The result
A complete brand platform
Posters, billboards, social media, pins and merch — presented to the client and published on the Gazprom cultural fund website.
Исходный размер 3840x2020
Исходный размер 3840x2020
I design typefaces that become
a brand’s voice:
(1): The problem
How do you give a medieval museum a voice beyond plain photographs?
The Musée de Cluny holds a unique medieval collection, but its social media relied on photos only. The new look had to be more creative — and still neutral for a very wide audience.
(2): The solution
A typeface built from the bit of an old key
Clavis Mono is a monospaced serif whose letters grow from the notches that meet the pins inside a lock. The museum’s whole identity grows from the typeface.
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Исходный размер 2880x1515
Исходный размер 2880x1515
(3): The result
One voice across every touch point
Posters, tickets, textile and merch. Finalist of HSE Creative Open ’26; the typeface is published on NODDEF.
Исходный размер 3840x2020
Исходный размер 3840x2020
I turn an ad campaign into an experience:
(1): The problem
How do you make an art collaboration feel like an event, not another drop?
Art People is SELA’s annual project with artists. On the shelf, the artworks got lost among ordinary products.
(2): The solution
Paintings that come alive in AR
A QR code on each garment opens an AR filter where Arthur Krivoshein’s works start to move. One system runs across clothes, tags, packaging and email.
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Исходный размер 2880x1515
Исходный размер 2880x1515
(3): The result
Shoppers become viewers
The art travels on clothes, phones and in inboxes: AR filters, campaign films, a website and merch in one visual language.
Исходный размер 3840x2020
Исходный размер 3840x2020
I make a product part of people’s everyday life:
(1): The problem
How do you make a lemonade more than another drink on the shelf?
Kaori makes sugar-free lemonades with bold flavour pairings, but nothing connected the brand to how people actually live.
(2): The solution
A daily ritual: «drink kaori»
A to-do list where everything is crossed out except one line. Labels, a playlist, tableware and merch support the ritual.
