My name is Matveeva Vasilisa, and I am a communication designer specialising in branding.

Research I explore the project’s context, its background, key features, and target audience. I identify the main challenges and look for details that can become the starting point for a visual concept. ↓ Concept I develop the core idea and define its visual direction. I look for connections between the project’s purpose, its story, and the emotions it should communicate. ↓ Development I experiment with typography, color, graphic elements, materials, and composition. I explore different visual approaches and find the language that best expresses the concept. ↓ Implementation I bring all the elements together into a consistent visual identity and explore how it works across different formats and applications. ↓ It is important for me to understand the reasoning behind every design decision. I believe that a strong visual solution should not only look appealing but also communicate the original idea and give it a clear identity.

Problem: As an unfamiliar and temporary retail format, a pop-up shop faces challenges in communicating its concept, building customer loyalty, and balancing an exclusive designer selection with accessibility to a wider audience.Concept: «VESHCH» is a pop-up shop in Nizhny Novgorod that sells designer clothing, footwear, and accessories from Russian brands, and also hosts lectures and parties.Result: VESHCH becomes more than just a retail space — it creates a cultural platform around contemporary Russian design. By combining curated brands with lectures and parties, the project makes designer fashion more approachable, encourages community engagement, and builds a lasting connection with its audience beyond the limited lifespan of the pop-up.

Problem: Traditional calendars are purely functional and rarely offer an emotional or cultural experience. They lack the storytelling and visual identity needed to bring a historical era to life and engage the audience beyond simply tracking dates.Concept: 2026 marks the centenary of the Jazz Age — the 1920s, when jazz evolved from a regional music genre into a global cultural phenomenon. The calendar becomes more than a way to track time: it is a journey into an era of cultural revolution, where jazz symbolized freedom, glamour, and artistic innovation.Result: A calendar that captures the spirit of the Jazz Age and turns an everyday object into a cultural experience. Through its visual concept, it introduces the audience to the era’s atmosphere, celebrating jazz as a symbol of freedom, elegance, and creative expression.

Problem: Most lighting brands focus primarily on functionality, offering little emotional or atmospheric value. However, lighting has the power to transform a space and create a certain mood. There is an opportunity to bring the magic of natural phenomena into everyday interiors through more expressive and distinctive lighting.Concept: A lighting brand inspired by the Northern Lights and the atmosphere of Russia’s northern cities. Its colourful lamps create iridescent lighting reminiscent of auroras, starry skies, sunrises, and sunsets. Each piece brings the beauty of northern landscapes into contemporary interiors. Result: A collection of colourful lamps that transforms ordinary lighting into an immersive visual experience. Their shifting hues and iridescent glow evoke the Northern Lights and the changing northern sky. The brand brings a sense of wonder and the atmosphere of Russia’s northern cities into everyday spaces.

Problem: The porcelain market is split between mass-produced, emotionless tableware and traditional decorative porcelain with elaborate patterns, gilding, and Baroque forms. The former lacks character, while the latter often feels outdated and excessive. Themed tableware also tends to rely on flat surface patterns, offering little tactile or visual depth.Concept: A porcelain collection where Venetian carnival meets Scandinavian minimalism. Each piece features a mask integrated into its relief rather than painted on. Animals are reimagined through sculptural details: a lion’s mane becomes a lace-like collar, an elephant’s trunk forms a curved mask, and a giraffe’s spots turn into teardrop motifs. Made entirely of white porcelain, the collection plays with light, shadow, and texture.Result: Instead of painted patterns, the collection uses sculptural relief, merging animals and Venetian masks into the porcelain itself. Light and shadow bring each piece to life, creating a tactile experience. The monochrome, understated aesthetic balances carnival-inspired details with Scandinavian minimalism, making the collection suitable for contemporary interiors.