Design with Purpose — From Interfaces to Brand Experiences
About
Hi, I’m Sveta — a multidisciplinary Visual Designer with a foundation in user interface design and a passion for visual storytelling. I craft cohesive experiences at the intersection of product design, visual systems, and brand identity, connecting strategy, brand, and product into clear, engaging visions. From video games to startups and Fortune 500 companies, I collaborate with cross-functional teams to build integrated systems that engage users and support long-term growth.
From Strategy to 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.
Selected Work Categories
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
Fintech
Leveraging my background in GUI design for video games and deep user empathy, I create human-centered experiences for fintech products that connect strategy, brand, and interaction. My work spans mobile banking, payment systems, and digital wallets, with a focus on usability, security, and cohesive design across every touchpoint — from vision and product strategy to interface design, iconography, rebranding, and micro-interactions across digital devices. These projects showcase how scalable design systems, visual hierarchies, and cross-platform standards simplify complex workflows while keeping experiences intuitive, engaging, and consistent across platforms.
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.