My approach combines structured identity thinking with editorial sensitivity and cross-platform campaign direction. I focus on building visual systems that stay clear under pressure, scale across environments and support teams in real workflows.

How I shape projects

  1. Research

    1

    Understanding audience, positioning and organisational context before defining visual direction.

  2. Concept

    2

    Defining the creative direction and the core idea the whole system hangs on.

  3. System

    3

    Building modular structures that remain consistent across formats and teams.

  4. Motion

    4

    Extending identity into behaviour across broadcast, digital and campaign environments.

  5. Rollout

    5

    Supporting implementation across teams and maintaining coherence over time.

Working with teams

I work closely with strategy, editorial, marketing and product teams to align visual direction with communication goals. My role often includes supporting designers, shaping early concepts and helping teams maintain consistency as projects scale.

Building scalable identity systems

Much of my work focuses on developing identity systems that remain flexible across formats while preserving clarity and recognisability. This includes typography frameworks, motion behaviour and component logic supporting fast editorial and campaign workflows.

Collaborations with

  • Strelka Institute
  • TV Rain
  • Type Directors Club

Editorial thinking

Editorial thinking

My background in editorial design shaped a strong sensitivity to typography, rhythm and composition. This experience continues to influence how I structure identity systems and communication across formats.

Curiosity

Alongside commercial projects I explore typography and visual systems through independent work, including developing a custom typeface and contributing to conceptual projects such as the interactive flag installation for the Venice Biennale.

Status FlagVenice Biennale Flag
Venice Biennale Flag

To mark the reopening of the pavilion, an interactive flag was created to explore the idea of collective belonging. Serving both as a spatial accent within the renewed architecture and as a symbol of institutional transformation, it embodies a multifaceted identity with physical, digital, and social dimensions. Titled Статус (“Status”), the work reflects on how personal and collective identities evolve in the age of social media and remote connection, continuously growing and transforming through audience interaction during the 2021 Architecture Biennale.

Klippe typefaceKlippe
Klippe

Klippe is a sans serif typeface with dynamic contrast and sharp, slightly fractured forms — inspired by cliffs, stone breaks, and the rhythm of crashing waves. Originally developed during the Typeface Pro course by Type Design Workshop, it was designed to work both in branding and editorial contexts, balancing expressive display features with readability at smaller sizes.