Why you?
The first question I ask. Almost nobody has an answer ready, and the ones who do usually have the wrong one.
I am a brand strategist. My work begins long before the first sketch, because a logo does not create meaning. It only gives form to something that already exists. I help companies work out why they deserve to be chosen. Once that answer exists, design stops being decoration. It becomes a consequence of strategy.
Everything below this paragraph is evidence for it.
How do you build a premium brand out of a successful local boutique?
Spazio was already working. That was the problem — the business had outgrown the identity that got it there, and most of what held it together was a person rather than a system. This was never a question of a better logo. It was positioning, one consistent experience across every point of contact, and what sits underneath it: what a customer’s experience is like from the first purchase through to the next visit.
The work
Two versions of the logo, developed with designer Layuza Sadikova.
Scope
- Brand strategy
- Positioning
- Visual identity
- Brand communication
- Loyalty programme
- 1C implementation
- Customer experience
- Business systems
From the Spazio file
A brand does not begin at the shop window. It begins with what the customer carries home.
How does a salon stop disappearing behind the name of a French brand?
The salon had no logo, no brand book and no colours of its own. It worked with the French line Biologique Recherche, and anyone arriving at its page could not tell what they were looking at — a salon, a brand, or a shop — or how any of it connected. The work was not to draw a good mark. It was to make the salon’s name and the brand’s name read as one story instead of two businesses sharing a sign.
The mark was not solving recognition. It was solving comprehension. Until a customer understands what they are looking at, no price looks justified.
The work
Scope
- Logo
- Colour palette
- Brand book
- Stories menu design
- Print design
The Stories menus. A different Paris in each one — the line is Parisian, and that should register before the words do.
+20%
average treatment price after the brand book launch
AUREA · Interior design studio · Concept
How do you turn a studio’s taste into a visual language you can recognise?
Aurea arrived with a clear eye and a settled direction in its interiors, but with no language of its own outside the projects themselves. Beautiful rooms are not yet a brand. What was missing was a system holding architecture, materials, photography and communication together. My conclusion was that Aurea did not need an identity competing with its interiors for attention. It needed one that reads as their continuation: quiet, tactile, restrained, with a single characteristic element that becomes recognisable over time.
Scope
- Positioning and visual direction
- Logo and type system
- The A monogram
- Colour palette
- Graphic elements
- Art direction
- Applications
The identity was designed to live within the space, not compete with it.
The A became the studio’s recognisable element, a mark that can live independently of the logotype: on print, on materials, on screen and inside the space itself.
Three more logos
Approach
The work does not begin with design. First we look for the meaning, then we build the strategy, and only after that does the brand acquire a visual language.
- 01
Questions
The first conversations are about the business, not the design. We work out why a customer chooses you. Or why they do not yet.
- 02
Strategy
What the strategy produces is a document you can make decisions from, rather than argue about taste.
- 03
Identity
Once the strategy is settled, design stops being subjective. Every decision has a reason behind it.
This suits businesses that expect to exist in ten years and will spend three months getting the foundation right. If you need a logo by Friday, I am probably not the person you need.
Selected clients
SPAZIO · Пространство красоты
Services
01Strategy and Identity
What’s included
- Research
- Competitor analysis
- Audience analysis
- Positioning
- Brand platform
- Messaging
- Tone of voice
- Creative direction
- Logo system
- Colour palette
- Typography
- Graphic elements
- Visual language
- Brand applications
- Timeline
- Strategy — 3–4 weeksIdentity — 3–4 weeks
- Starting from
- from 180 000 ₽
02Brand Strategy
What’s included
- Research
- Competitor analysis
- Audience analysis
- Positioning
- Brand platform
- Messaging
- Tone of voice
- Timeline
- from 3–4 weeks
- Starting from
- from 90 000 ₽
03Brand Identity
What’s included
- Logo system
- Colour palette
- Typography
- Graphic elements
- Visual language
- Brand applications
- Timeline
- from 3–5 weeks
- Starting from
- from 120 000 ₽
04Logo Design
What’s included
- Research
- Creative direction
- 3 logo concepts
- Logo refinement
- Final logo files
- Mini guidelines
- Timeline
- from 2–3 weeks
- Starting from
- from 50 000 ₽
05Brand Book
What’s included
- The logo within the system
- Colour system
- Typography
- Print applications
- Digital applications
- Timeline
- from 2–3 weeks
- Starting from
- from 40 000 ₽
06Brand Consulting
What’s included
- Brand audit
- Positioning review
- Visual identity review
- Recommendations
- Action plan
- Timeline
- from 1–2 sessions
- Starting from
- 15 000 ₽
Payment in two parts: 50% to begin, 50% before the files are handed over.
So — why you?
I don’t know yet. That is usually the first thing we work out.
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