Design with Purpose — From User Interfaces to Brand Experiences
About
Hello, I’m Sveta, a multidisciplinary visual designer. I began my career developing graphical user interfaces for video games before evolving to specialize in product design, visual systems, and brand identity. Leveraging my visual design foundation and deep user empathy, I shape design direction and create human-centered experiences with cohesive throughlines across strategy, brand, and product. Over the years, I’ve worked freelance, at startups, and at 500+ enterprise companies, collaborating closely with cross-functional teams to build integrated brand and product systems that elevate user experience and drive long-term business growth.
From Concept to Completion
Strategy & Planning
This phase establishes the foundation for aligning user needs, business goals, and technical capabilities. I translate brand and business objectives into executable roadmaps by defining workflows, shaping personas, mapping use cases, and setting success metrics. These inputs create structured design narratives that balance strategic intent with technical feasibility, resulting in clear, cohesive roadmaps that guide projects from ideation through execution.
Concept & Creative Direction
This phase defines the core concept and overall creative direction, shaping brand positioning, product style guides, and visual systems that balance creative ambition with practical constraints. Concept development acts as the bridge between strategy and creative execution, translating business and brand objectives into a unified experience vision. This vision guides visual style exploration, interaction principles, and the overall creative tone, ensuring consistency across product experiences and brand touchpoints.
Visual System
The Visual System phase establishes a scalable design language that unifies complex product ecosystems. I define and document core visual elements—imagery, layout, iconography, typography, and illustration—through style guides and developer documentation that translate creative direction into practical implementation. Scalable components, design tokens, and structured libraries ensure consistency, collaboration, and adaptable, evolving product experiences.
Branded Interactions
I create branded interaction models, user flows, navigation schemas, and micro-interactions that guide behavior and support usability. Leveraging UI patterns, adaptive layouts, responsive behaviors, and brand-consistent visuals, I design interfaces optimized across devices and platforms. Thoughtful motion, transitions, and interactive elements support clarity, accessibility, and engagement, while reusable components and design tokens ensure consistency and scalable system growth.
Development & AI
The Development phase bridges design and engineering to deliver precise, high-quality products with advanced capabilities and future-ready APIs. I manage scalable design systems and reusable component libraries that speed up implementation while preserving visual consistency and functionality. Through documentation, prototyping, and specialized tools, design intent stays clear, stakeholders remain aligned, and implementation fidelity is ensured. This phase also defines the AI vision and applies it to industry-specific needs through close design–engineering collaboration.
Creating the Digital Experience
Case Studies
A selection of case studies spanning fintech, gaming, and enterprise systems—each highlighting tailored approaches to product design, brand identity, and user experience, from defining visual language to refining interaction patterns and building design systems.
B2B Ads Platform
Frameplay LLC
Design System & Tools
Frameplay’s B2B platform integrates branded content directly into gameplay, enabling non-intrusive in-game advertising. The project focused on developing robust design frameworks and prototyping tools for rapid iteration and smooth engineering integration. A unified design system with reusable components and implementation guidelines promoted consistency, scalability, and efficient cross-team collaboration.
Digital Banking
Visa Inc
Design System & User Experiences
Visa’s digital product team aimed to redefine mobile payment and wallet experiences through a scalable design ecosystem that aligns product, engineering, and marketing teams. Multi-tiered UI kits and reusable assets streamlined implementation and supported consistent rebranding. Clear visual hierarchy and cross-platform standards delivered cohesive user experiences across diverse products.
One Brand
Capital One Inc
Visual Identity & Branded Interactions
Capital One’s “One Brand—Many Experiences” vision required a scalable design system adaptable across teams while maintaining cohesive brand identity. The project refined micro-interactions, developed comprehensive iconography and UI assets, and shaped interfaces that prioritize clarity, warmth, and accessibility, strengthening engagement and supporting long-term brand differentiation.
Game Development
Funzio LLC
RPG Crime City – Concept to Launch
Crime City redefined mobile RPGs with rich storytelling, layered gameplay, and social features, leading to a $210M acquisition by Gree. The project established a strong visual identity and creative direction, designed interaction flows, and developed comprehensive visual systems. Prototypes, asset libraries, and UI elements delivered a unified, engaging player experience across devices and platforms, providing a scalable framework for multiple titles and consistent asset hierarchy.