Developed the club’s visual identity

Strategic decisions, brand development, and approval of key deliverables.

Requests for events, educational programs, and communications.

Task assignment, art direction, reviews, and quality control.

Club President

Club Team

Design Team (3 people)

Evolved and maintained the visual language

Led the design team

Developed visual concepts for events

Designed educational and print materials

Project duration

10 months

2024–2025

Key responsibilities

Collaboration

Team

Scope

Engagement

Areas of work

specialists

end-to-end events

External creative team

3

5

Partnership

The club needed a cohesive visual identity that could work not just as a logo, but as a complete system across events, educational content, communications, and print.

HSE SPB Business Club is a student business community at HSE University in St. Petersburg, bringing together students interested in entrepreneurship, career development, and building their own ventures.

About the project

events designed
end to end

5

60+

print materials

Scope of work

100+

social media assets

50+

speaker presentations

1

mentorship program
developed for the club

3

people
on the team

student business club
in St. Petersburg

№1

500 +

members

I developed the club’s visual identity and brought it together into a cohesive design system — from the logo, typography, and color palette to graphic elements, layout principles, co-branding guidelines, and event photography standards.

The guidelines became a practical tool for the team, helping maintain a consistent visual language across different touchpoints and scale the brand more efficiently across events, educational materials, social media, and print.

Brand visual system

Logo, identity, and visual language.

We needed to build a recognizable visual identity for the club, including a logo, visual language, and core design principles.

We needed to create more than a visual style — we needed a system the team could evolve and scale.

Built from scratch

From social media to offline events.

Multiple touchpoints

Shared guidelines for a three-person team.

Team collaboration

Brand from scratch

The challenges we faced

The club didn’t have a cohesive visual system, yet the brand needed to work across multiple formats — from educational content and social media to large-scale offline events and print.

One visual language had to work equally well across digital, presentations, educational materials, print, merchandise, and event design.

Multiple formats

With several designers working on the project, visual decisions had to be translated into clear guidelines that could be applied consistently without compromising quality.

One cohesive system

The club was constantly launching new events and communications. The system had to evolve with the project rather than be limited by a static brand book.

A living brand

Created the logo and the foundation of the club’s visual identity.

Brand

Design system

Defined the color palette, typography, and graphic language.

How we solved these challenges

Guidelines

Established clear rules for working with the brand.

Team

Built and managed a three-person design team.

Scale

Extended the visual system across all key touchpoints.

Quality control

Maintained visual consistency and quality across all deliverables.

01

06

05

04

03

02

Key areas of work

pages

of brand guidelines and the design system

50+

posts

created by our team for the club’s social media

70+

event materials

created by our team for the club’s events

40+

designed by the team under my art direction

5 events

designed for club speakers and events

20+

presentations

developed by the team under my art direction

10+

merch items

attendees
at the club’s largest event

1500 +

5

events fully designed
by our team

Telegram followers
club audience built from scratch

2500 +

2000 +

club members community built from scratch

Results achieved jointly by the club team and the design team under my direction, from November 2024 to August 2025.

of collaboration with HSE SPB Business Club

months

Recommendation from
HSE University — St. Petersburg

9

5

events

designed by the team during our collaboration

Director, Center for Innovation and Entrepreneurship
Youth Policy Office, HSE University — St. Petersburg

E. V. Gunina

people

on the design team under my direction

3

Creative Lead

Nikita Tsvetkov

Creative team

Polina Cheprasova

Digital Designer

Motion Designer

Nikita Kovrigin

If you're looking for a Creative Lead who can build design processes, lead a team, and turn business challenges into a strong visual system, I'd be happy to connect.

Спасибо, что долистали до конца

Hi, I’m Nikita, a Creative Lead. I’m open to new projects and collaborations.