I work with brand identity and visual systems — translating positioning into a visual language that holds together across everything a brand touches.

I define the rules: how the mark behaves, how type and photography work, what stays fixed and what is free to change. Then I hand over a system a team can keep building on — in digital, print and promotional environments — without the thread coming loose.

I came to design through fashion and shooting, and the work I want sits where branding meets film, music and contemporary culture. Most of it starts with a name or a word: Pastaban began with a single Armenian letter; Lastochka needed a Cyrillic face that did not exist yet, so I drew one.