POSITIONING
I turn research, cultural context and consumer insights into meaningful brand stories.
I focus on creating brands that combine strategic thinking, cultural relevance and emotional connections with their audiences.
MY APPROACH
HOW I THINK
Research → Insight → Strategy
01. RESEARCHMarket, competitors, target audience and cultural codes.02. INSIGHTHuman needs, emotions and unspoken motivations.03. STRATEGYBrand positioning, values, concept and communication.My focus is to connect evidence with ideas — not decoration alone.
CASE 01: INYE
CASE 01 / FASHION
INYE
The Gaze of the Other
A conceptual fashion project exploring the relationship between humans, machines and constant observation.The project investigates how technology influences identity, perception and personal boundaries.
How can fashion make control visible?
The challenge was to translate the abstract idea of surveillance and the presence of the Other into a strong visual narrative.
The project explores the feeling of being constantly watched and the blurred boundaries between human identity and technology.
CASE 01 / CREATIVE RESPONSE
Surveillance becomes a visual language.
The concept places a model in an environment of constant observation.Digital screens isolate and display fragments of the body, creating a sense of control and fragmented identity.Fashion, technology and photography work together to communicate the central idea.Concept · Art Direction · Fashion Story
CASE 02: DETSTVO
CASE 02 / HOME FRAGRANCE
DETSTVO
Scent as a Bridge to Memory
A conceptual home fragrance brand inspired by childhood memories of the Russian countryside.The brand transforms familiar scents, everyday rituals and cultural heritage into emotional experiences.
What do people really miss?
Modern urban life is fast-paced and often disconnected from nature, simplicity and familiar childhood experiences.
Memories of summers in the countryside evoke feelings of warmth, freedom, comfort and belonging.
The challenge was to create a brand that could reconnect people with these emotions through scent.
RESEARCH
From Cultural Codes to Consumer Insights
40+
People surveyed
6
Competitors analysed
3
Cultural research areas
The research explored the cultural image of the Russian countryside through history, art and literature.An exploratory survey helped identify childhood associations, familiar scents and emotional memories.The findings became the foundation for the brand concept and fragrance collection.The survey was exploratory and does not represent the entire market.
KEY INSIGHT
People do not just miss a place. They miss how it made them feel.
Calm · Freedom · Safety · Belonging
The emotional value of childhood memories became the central insight behind DETSTVO.Rather than creating fragrances that simply smell pleasant, the brand aims to recreate familiar feelings and moments through scent.
BRAND STRATEGY
A Story People Can Bring Home
MISSIONTo reconnect people with warm childhood memories through familiar and emotionally meaningful fragrances.VALUESAuthenticity · Nostalgia · Comfort · Naturalness · QualityPOSITIONINGAn emotion-led home fragrance brand inspired by the Russian countryside, positioned in the mid-price segment.The brand offers more than a home fragrance — it offers a connection to personal memories and cultural heritage.
PRODUCTS & EXPERIENCE
A fragrance becomes an object of memory.
The product concept includes three categories:
01. REED DIFFUSERSFragrance compositions inspired by rural nature and childhood experiences.02. SCULPTURAL CANDLESCandles inspired by familiar objects, food and natural materials associated with countryside life.03. SCENTED SACHETSSmall scented objects designed to evoke childhood memories through familiar shapes and fragrances.Each product connects scent, storytelling and emotional experience.
