1. I study what 
the project is
Two sources: Soviet typography of the early 20th century and ice cream itself, studied as a material — how it melts, spreads and stays creamy.

2. I choose 
the type the identity grows from
A display face with the dynamics of early Soviet lettering and an appetising, fat creaminess.

3. The letters grow into a brand
In the ice cream branding the typeface meets lively, saturated graphics in the spirit of lebedev and marshak: fresh colours, poster shapes and nostalgia.

1. I study what 
the project is
The task: make a college of urban economy stop sounding boring — attract young people and show that being a welder or a heating engineer is modern, technological and even fun.

2. I choose 
the type the identity grows from
The base is a welding simulator: everything works like a game — pixels, interfaces, simulators, «melted» shapes and modularity.

3. The letters grow into a brand
In the ice cream branding the typeface meets lively, saturated graphics in the spirit of lebedev and marshak: fresh colours, poster shapes and nostalgia.