Brand creation
White space, positioning, brand platform, architecture and launch.
Brand and communications strategy
I help brands
find the right direction
I help to create new brands, rethink existing ones and turn complex products into clear propositions.
↓What I do
Brand transformation
Repositioning, premiumisation and localisation of international brand heritage.
Product and portfolio
Product-line roles, new propositions, ecosystems and portfolio architecture.
Communications
Research, insights, creative briefs, messaging and channel systems.
Selected work · 13
Projects I am
particularly proud of
Brand creation · 2025–2026
Sonect
Localising an international brand and building a new brand platform after leaving the global system.
Brand creation · 2023–2025
Mademan + USET
Two distinct fashion brands within one portfolio, each with its own market space and role.
03▶AI Style Guide
Product strategy · 2025–2026
AI Style Guide
Turning a set of AI features into one clear proposition that strengthens the masterbrand.
Communications strategy · 2024
Ostrovok
Turning a brand asset into a scalable communications platform.
05NDAMaterials available in a private presentation↗
Brand and portfolio strategy · 2025–2026
Brand under NDA
Strategic support for market-leading brands in a highly regulated category.
Independent consultant · 2025
Essentuki
Increasing perceived value without weakening the equity of origin, history and therapeutic mineral water.
Brand creation · 2024
Gorji ION
Explaining electrolyte water and differentiating it from water, energy drinks and sports beverages.
Brand creation · 2022
YouKo
Building an independent fashion brand rather than another supermarket private label.
Communications strategy · 2025
hh.ru – Employer-speak Translator
Making a rational job-search leader feel more human and approachable without losing its expertise.
Communications strategy
hh.ru. I know what I work for
Searching not just for a job, but for clear possibilities in one’s own life.
Brand creation
Artcourt & Renartiss Isaakiy
New brands for two centrally located hotels in Moscow and St Petersburg following the departure of international chains.
Brand creation
Lenta — new private labels
A system of standalone private-label brands with distinct roles, personalities and design codes.
13NDAMaterials are not available for public release↗
Communications strategy · Pitch, 2025
Azbuka Vkusa
How to communicate exceptional quality when every competitor talks about quality.
About me
15 years in advertising and marketing strategy – from 360-campaigns to brand and portfolio development.
View CV ↗