Product design
Mobile and web interfaces, flows, and states — currently on a live travel product, working with its product team task by task.
Lead Designer — Product & Brand
I design the systems,
not just the screens.
Nine years across product and brand — from a solo practice to building and leading a six-person team. Currently Head of Design in a seven-brand holding group, working remotely.
9+
Years designing
6
Person team built & led
8+
Automated workflows built
8+
Design systems shipped
Capabilities
Brand craft and product rigour,
held together by systems.
Most design work fails at the seams — between brand and product, between design and build. My work lives in those seams: shared foundations, clear rules, and output that stays consistent once I hand it over.
01 · Source
02 · Rules
03 · Output
AI-assisted production
Automations I built that turn content and rules into decks, documents, emails and landing pages. In daily use, and I can demo them live.
Brand & design systems
Identity, type systems, and visual language owned end-to-end — then turned into token architecture, component libraries, and company-wide templates. Built so non-designers produce on-brand work without asking.
Design leadership
Four years building and leading a six-person cross-functional team — design, web development, illustration, marketing. Hiring, direction, and a bar that holds when I’m not in the room.
Selected work
Three bodies of work,
written up properly.
Each one opens into a full case — scope, constraints, decisions, and what actually shipped. Happy to walk through any of it directly.
BestTrip
Head of Design · brand end-to-end, five brands in the group
A travel product in its 0→1 phase. The brand is mine end to end, with graphic design for five of the group’s seven brands, built as systems and automations that keep producing on-brand work without me — now with a designer I hired working on them.
View case →
AVROID
Lead Designer · brand from scratch, systems for 200 people
The brief was to fix the logo. It became a brand built from a logo and a single colour, a company site rebuilt from analytics rather than opinion, and design systems and templates that let a 200-person company produce on-brand material without a designer in the loop.
View case →
Diroro
Founder & Design Lead · built the team, ran the work
Grew a solo practice into a six-person cross-functional team — two graphic designers besides me, a web developer, a marketer, an illustrator — delivering brand and web work for clients on a Kanban system. Wound down on my own terms.
View case →
Experience
Nine years, sole designer
to Head of Design.
2025 → Present Head of DesignGraphic design for five of the group’s seven brands; BestTrip as lead product DataUniverse
June 2025 — Present · Remote · IT company of a 7-brand group
- Identity, marketing surfaces and the visual foundations the products sit on.
- Lead product is BestTrip, a multi-platform B2B/B2C travel platform.
- Run graphic design, with a graphic designer I hired as a direct report.
- Join product work task by task alongside the product design team.
- Analytics decides what gets built; design owns how it looks and behaves.
- The product is in its 0→1 phase, so the work is foundations rather than optimisation.
2023 — 2025 Lead DesignerBrand and web design systems, company-wide templates AVROID
November 2023 — March 2025 · Hybrid
- Rebuilt the company site from analytics rather than opinion, using Yandex Metrica to decide what changed and why.
- Built brand and web design systems, plus company-wide templates so non-designers could produce on-brand material without a designer in the loop.
- Trained a custom LoRA for image generation and handled the licensing and IP compliance around it.
- Feature-level design work on the company’s B2B mobile apps alongside the brand and web remit.
2019 — 2023 Founder & Design LeadBuilt and led a six-person cross-functional team Diroro
May 2019 — November 2023 · Founder
- Grew a solo practice into a six-person cross-functional team: two graphic designers besides me, a web developer, a marketer and an illustrator.
- Owned hiring, direction, design review and client relationships, and kept designing myself.
- Ran delivery on Kanban, mostly in Trello, moving to Notion near the end.
- Brand and web work for international clients.
2017 — 2019 Product DesignerSole designer — mobile UX/UI with brand support Nova
June 2017 — May 2019 · Sole designer
- Mobile UX/UI as the only designer in the company, with brand support alongside.
- First professional role; the company no longer operates.
How I work
Decisions on paper,
before pixels.
Three rules that decide what gets built, what gets measured, and what gets dropped.
-
Write it down first
Every project gets a markdown knowledge base — constraints, decisions, and rules. It keeps the team aligned and doubles as context for the AI tools I use in production.
-
Let the data set the brief
Analytics, UTM and QR tracking decide what changes and why. Design owns how it looks and behaves; the numbers own what gets prioritised.
-
Cut what doesn’t hold
I’ve removed working features and retired self-hosted model setups when a simpler path was better. Knowing what to drop is part of the craft.
Tools
Figma at the core,
AI in the pipeline.
Design
Figma
Illustrator
Photoshop
After Effects
AI
Claude
ChatGPT
ComfyUI
Higgsfield
Workflow
Notion
Obsidian
Own tools
AI pipelines
-
Design
- Figma
- Illustrator
- Photoshop
- After Effects
-
AI
- Claude
- ChatGPT
- ComfyUI
- Higgsfield
-
Workflow
- Notion
- Obsidian
- Own tools
- AI pipelines
Contact
Hiring for design leadership?
[email protected]Remote, full-time, on European hours — and open to relocation. English working proficiency; native Ukrainian and Russian.