Design with Purpose — From Interfaces to Brand Experiences
About
Hello, I’m Sveta, a multidisciplinary Visual Designer. I began my career designing graphical user interfaces for video games and evolved into specializing in product design, visual systems, and brand identity. Grounded in strong visual foundations and user-centered thinking, I define design direction and build cohesive experiences that connect strategy, brand, and product. I’ve worked independently, within startups, and across Fortune 500 enterprises, collaborating with cross-functional teams to develop integrated brand and product systems that strengthen user engagement and support long-term business growth.
Design Process — From Strategy to Scalable Execution
Strategy & Planning
This phase aligns user needs, business goals, and technical capabilities. I translate brand and product objectives into structured roadmaps by defining workflows, developing personas, mapping use cases, and identifying success metrics. The result is a clear design framework that balances strategic intent with technical feasibility and guides projects from early ideation through implementation.
Concept & Creative Direction
This phase defines the core concept and creative direction for the product or brand. It translates strategy into a unified experience vision that informs positioning, visual systems, and product style guides. By balancing creative ambition with practical constraints, I establish the visual tone, interaction principles, and stylistic foundations that ensure consistency across product experiences and brand touchpoints.
Visual System
This phase establishes a scalable design language that unifies complex product ecosystems. I define and document core visual elements — including layout, typography, iconography, imagery, and illustration — through structured style guides and implementation documentation. Reusable components, design tokens, and organized libraries support consistency, collaboration, and long-term system evolution.
Branded Interactions
I design branded interaction models, user flows, navigation systems, and micro-interactions that guide behavior and support usability. Using established UI patterns, adaptive layouts, and responsive structures, I create interfaces optimized across platforms and devices. Motion and interactive elements are applied with purpose to support clarity, accessibility, and engagement, while reusable components ensure system-wide consistency and scalability.
Development & AI
This phase bridges design and engineering to deliver precise, high-quality digital products. I oversee scalable design systems and reusable component libraries that accelerate implementation while preserving visual integrity and functional accuracy. Clear documentation, prototyping, and structured collaboration maintain alignment and implementation fidelity. When relevant, this stage also defines and integrates AI capabilities aligned with product strategy and industry-specific requirements through close design–engineering partnership.
Creating the Digital Experience
Case Studies
A selection of case studies spanning fintech, gaming, and enterprise systems—each highlighting tailored approaches to product design, brand identity, and user experience, from defining visual language to refining interaction patterns and building design systems.
B2B Ads Platform
Frameplay LLC
Design System & Tools
Frameplay’s B2B platform integrates branded content directly into gameplay, enabling non-intrusive in-game advertising. The project focused on developing robust design frameworks and prototyping tools for rapid iteration and smooth engineering integration. A unified design system with reusable components and implementation guidelines promoted consistency, scalability, and efficient cross-team collaboration.
Digital Banking
Visa Inc
Design System & User Experiences
Visa’s digital product team aimed to redefine mobile payment and wallet experiences through a scalable design ecosystem that aligns product, engineering, and marketing teams. Multi-tiered UI kits and reusable assets streamlined implementation and supported consistent rebranding. Clear visual hierarchy and cross-platform standards delivered cohesive user experiences across diverse products.
One Brand
Capital One Inc
Visual Identity & Branded Interactions
Capital One’s “One Brand—Many Experiences” vision required a scalable design system adaptable across teams while maintaining cohesive brand identity. The project refined micro-interactions, developed comprehensive iconography and UI assets, and shaped interfaces that prioritize clarity, warmth, and accessibility, strengthening engagement and supporting long-term brand differentiation.
Game Development
Funzio LLC
RPG Crime City – Concept to Launch
Crime City redefined mobile RPGs with rich storytelling, layered gameplay, and social features, leading to a $210M acquisition by Gree. The project established a strong visual identity and creative direction, designed interaction flows, and developed comprehensive visual systems. Prototypes, asset libraries, and UI elements delivered a unified, engaging player experience across devices and platforms, providing a scalable framework for multiple titles and consistent asset hierarchy.