Art Direction
Ozon Marketplace
Visual identity and logo built around the idea of breaking free from your own limitations, using expressive typography, vivid color and motion to give “think outside the box” a fresh perspective.
Ozon is the Amazon of Russia—the country’s largest e-commerce platform, with a marketplace, its own delivery network, and operations across Russia, Belarus, and Kazakhstan. I was one of four designers on the in-house brand team, shipping a new seasonal campaign every three to four weeks: key visual, TV and YouTube animation, web and in-app assets, then the rollout across 60+ cities and 100-plus billboards per campaign.
Role
Creative Direction & Design
Year
2026
Ozon is the Amazon of Russia—the country's largest e-commerce platform, with a marketplace, its own delivery network, and operations across Russia, Belarus, and Kazakhstan. I was one of four designers on the in-house brand team, shipping a new seasonal campaign every three to four weeks: key visual, TV and YouTube animation, web and in-app assets, then the rollout across 60+ cities and 100-plus billboards per campaign.
The work had to feel like the brand—human, alive, a little irreverent—and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 800+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market. The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for. Favorite headline: All the deals, right at your fingertips.
Role
Creative Direction & Design
Year
2020–2022
Ozon is the Amazon of Russia—the country's largest e-commerce platform, with a marketplace, its own delivery network, and operations across Russia, Belarus, and Kazakhstan. I was one of four designers on the in-house brand team, shipping a new seasonal campaign every three to four weeks: key visual, TV and YouTube animation, web and in-app assets, then the rollout across 60+ cities and 100-plus billboards per campaign.
8–10%
Click-though rate for contextual ads
The work had to feel like the brand—human, alive, a little irreverent—and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 800+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market. The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for. Favorite headline: All the deals, right at your fingertips.
8–10%
Click-though rate for contextual ads
The work had to feel like the brand, human, alive, a little irreverent, and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 800+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market.
The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for.
The work had to feel like the brand—human, alive, a little irreverent—and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 800+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market. The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for. Favorite headline: All the deals, right at your fingertips.
The work had to feel like the brand (human, alive, a little irreverent) and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 840+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market.
The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for.
840+
Total campaign assets
The work had to feel like the brand—human, alive, a little irreverent—and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 800+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market. The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for. Favorite headline: All the deals, right at your fingertips.
840+
Total campaign assets