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
A curated body of work across Gaming, Fintech, UX Platforms, and Experimental projects, demonstrating how creative vision translates into structured, scalable systems — from defining visual language and refining interaction patterns to building cohesive design systems that shape product, brand, and experience across digital and physical environments.
Gaming
I began my career in the video game industry after studying graphic design, starting in GUI design and evolving into visual product design leadership. Grounded in deep user empathy, I’ve led the design of UI style guides, visual systems, and player experiences across console, browser-based MMOs, gaming platforms, and mobile. My work combines creative direction, UI/UX design, visual systems, and interaction design, enabling teams to deliver cohesive, high-quality products at scale.
Fintech
Building on my experience in gaming, I transitioned into fintech as financial products scaled for digital devices and millions of users. Grounded in user-centered thinking, I’ve led the design of mobile banking apps, digital wallets, and payment platforms, shaping UI/UX design, interaction patterns, and visual systems. My work combines creative product thinking, scalable design systems, and human-centered interactions, enabling teams to deliver cohesive, trustworthy, and engaging financial experiences at scale.
UX Platforms
I’ve designed large-scale UX platforms, from global navigation system redesigns to sandbox experimental solutions and developer-facing design systems supporting multi-product strategies. Grounded in user-centered thinking, I create reusable components, information architecture maps, and scalable visual systems in close collaboration with engineering teams. My work combines UX strategy, interaction design, and systems thinking, enabling teams to deliver cohesive, intuitive, and scalable experiences across devices and users.
