Khromov_Vasilii_portfolio_10926

VASILII KHROMOV

Brand designer and art-director

hi, i work with a brand identities. the match of strategy, meanings and fresh shapes is the aim

BRANDING

IDENTITY

DIGITAL

experience:

awards and publications:

Red Dot Design Award. inDrive brand identity

Sreda festival. Silver (Supervised student project)

Sreda festival. Bronze (Supervised student project)

G8 festival. Silver (Supervised student project) World Brand Design Society Award, Identity. shortlisted, Ra’men G8 festival. Best logotype. Ra’men Festival Sreda. shortlisted. Using graphics in identity. Ra’men Logolounge 12. Publication in the international collection of logos Ninja Burger. Samowar bar. Fakestival. shortlisted. Nikola-Lenivets "Golden Flea 2020". Publication in the collection of logos. Samowar bar. Studio 168.

2026

2025

2021 2019

2019 2019 2018 2020

Adobe Photoshop, Adobe Illustrator, Indesign Adobe After Effects Figma

Cinema 4d

Blender 3d

Education:

skillset:

Lead designer / art director, BBDO Branding

Brand designer / art director, LINII Brand designer, DDVB

Digital designer, Mosaic

Creative designer, OZON.ru Designer, Design Band Freelance web designer

‍

2021-now

2018-2019

2016-2018

2015-2016

2013-2015

2012-2013

2009-2012

BHSaD MHPI MISiS

2015-2017 2009-2015 2004-2009

additional education:

C4D42 Bang bang education Zerno school

2015-2017 2009-2015 2004-2009

Art direction Framing and solving creative problems and development processes

Team leadership and development Project management Time management

Interest in life around

interests and achievements:

I like to find new information about culture and historical trends, like to trace back interconnections between different parts of culture, policy and history. So that i like to absorb new information about all this stuff literally anywhere, f.e. speaking with somebody, watching youtube or reading books.

Have a tutor experience: curated university student’s degree works.

Have experience of developing the part of the online video course about the branding at Bang Bang Education Platform. My chapter was dedicated to the theme of merging and mutual enrichment between branding and digital design.

My first degree was the engineer of automatisation in metallurgy. That made me better in analytics and made my mindset more structural.

Clients

Yandex, MTS, inDrive, Haval, Huawei, Mars Petcare, Beeline, LADA, NLMK, NLMK Strasbourg, Sibur, OZON.RU, re:store, Буквоед, Bonduelle

wel

wel is a large fintech operator of business services, providing support in the fuel, transport and logistics industries. The service leverages business growth it's partners by supporting and optimising their processes. it was important to reflect the flexibility of the service, seamlessness, ease of interaction and the high level

of technology.

in the core of brand identity located image of flow, as a metaphor of flexible and intellectual force that brings business in motion helping it with a precize improvements. this idea determines the shape of the logotype and the shape of the brand graphic element “wave”. the “wave” conveys the image of smart, modern intellectual service that builds the precise seamless optimal connections between parts of client’s businesses the same way as a graphic element connects layout elements.

TARGET

solution

b2b fintech operator providing services optimising businesses

fintech

/

2023

bbdo moscow

agency

indrive

inDrive is a service unlike any other. It allows people to order rides and other services, and lets everyone negotiate a fair deal. It’s the brand’s way of challenging injustice, bringing people together, and driving real impact inDrive's core mission is to challenge injustice through fair choices and affordable mobility

A key element of inDrive’s brand communication is its signature highlighter-like line — a quick, fluid stroke that conveys energy, drive, and freedom.

more than a new brand identity — a living ecosystem were designed to challenge the rules and put people first.

The new design system of @indrive was implemented across a wide range of touchpoints — from car branding and outdoor advertising to cool merchandise and courier uniforms.  This entire scale is packed into a 614-page, constantly growing, brandbook.

TARGET

solution

Rebranding

A Global Mobility Service

Ride-hailing

/

2026

border:ZERO

agency

to develop wordmark that will reflect clearly the brand positioning and the same time most important points in service mechanic. the woodmark have to have potencial for building accomplished identity around it

the striking logo represents several important points: assement of options, sharp connection, speed of service, cutting edge technologics. tailor made letter F transfers all this meanings and all the other support it

TARGET

solution

fintech

/

the characteristic letter F becomes the branded application icon

2023, 2025

FINCONNECT

TECHNOLOGICAL PLATFORM FOR RETAIL THAT QUICKLY picks up LOANS

the characteristic letter F becomes the branded application icon

bbdo moscow

agency

ONO is a large fintech company, that provides support in the fueling, transportations and logistics. The company facilitates the partners growth through developing and streamlining their processes. It was important to showcase the flexibility of the service, seamlessness, optimality and top-notch technologies

THE ESSENCE OF THE CONCEPT IS THE IDEA THAT NATURE INSPIRED STRUCTURES AND SHAPES REFLECT THE FLEXIBILITY, GROWTH, SEAMLESS AND OPTIMAL APPROACH OF THE SERVICES.

THE CHARACTERISTIC TRAIT OF THE DESIGN IS COMBINATION OF ORGANIC INSPIRED GRADIENT SHAPES AND ALL THE OVER ELEMENTS THAT located along THE MODULAR GRID

TARGET

solution

fintech

/

The feeling of collaboration of elements and structure is essential

2023

ONO

b2b fintech operator providing services optimising businesses

bbdo moscow

agency

to create a new graphic style while preserving the logo and formalizing the communication system in the form of a brand book.

THE IDEA IS TO UNLEASH THE POTENTIAL OF THE COLON INCLUDED IN LOGO. THE LACONIC CHARACTER OF ELEMENTS LETS PLAY WITH THEM many DIFFERENT WAYS, KEEPING THE INTEGRITY OF THE BRAND COMMUNICATION THE SAME TIME

TARGET

solution

fintech

/

2019

RE:STORE

Identityand brand book

LINII

agency

TO DEVELOP VISUAL IDENTITY FOR MTS YOUR BUSINESS SERVICE. THE BRAND ALREADY HAD TWO VISUAL CONSTANTS SUCH AS THE LOGO AND HALF OF THE CIRCLE SHAPE THAT CONSIDERED AS ALLUSION TO A COIN. SO THE CHALLENGE WAS TO BUILD A VISUAL IDENTITY THAT WILL include THESE CONSTANTS AND will enrich the brand narrative

THERE IS FIGURE IN SPEECH "BUSINESS TURNOVER" OR "BUSINESS IS SPINNING". AND THIS IDEA BECAME THE ESSENTIAL ONE. It IS TO CONSIDER HALF OF THE CIRCLE NOT AS A STATIC SHAPE BUT AS A MOVING ONE, THE ONE THAT ROTATES REMINDING THE rythm of CLOCKS. IT REPRESENTS HOW THE BUSINESS SHOULD WORK: TO spin AND BE sharp as CLOCKS

TARGET

solution

fintech

/

2022

mts your business

Identity and brand book

bbdo moscow

agency

the graphic style allows you to take parts of it and use them to brand different objects and situations. graphics mix well with real photos or objects, which helps to prepare content for social networks, decorate pumpkins for Halloween in the style of a brand, or once make your own branded mask for instagram with crazy eyes and a smile like branded characters, or even make your own game app with augmented reality.

THE BAR'S IDENTITY WAS SUPPOSED TO CONVEY ITS CHARACTER: HIGH QUALITY PRODUCT, CLEAN MINIMALIST INTERIOR, MODERATE DEMOCRACY, AND ALL THIS WITHOUT TRYING TO DEPICT AUTHENTIC JAPAN

THE IDENTITY THAT WAS BEING DEVELOPED HAD TO COMBINE AN INTERESTING SET OF IMAGES: JAPAN, BUT NOT TOO TRADITIONAL, A GEEK CHARACTER, AN URBAN SPIRIT, AND AT THE SAME TIME LACONICISM.

TARGET

solution

HORECA

/

2019

RAMEN BAR

CHAIN OF MODERN JAPAN CUISINE PLACES

some more implementation photo

the design of the logo makes it easy to integrate the logo into the text set. examples of such integration are branded paper bags with branded copyrights that refer to fragments of Japanese popular culture well known throughout the world.

this simple solution allows the logo to work in cyrillic and in latin vertically and horisontally

THE LOGO IS CONSCIOUSLY SOLVED WITH THE HELP OF A NUANCE INTERVENTION IN THE CHARACTER OF THE ORIGINAL FONT, A SPECIALLY DRAWN M IS USED, WHICH HAS A REFERENCE TO THE SHAPE OF A BOWL WITH A RAMEN AND and a nice hint of a smile and, to the right extent, refers to Japanese typography

BOTTEGA ITALIANA

Bottega (translated from Italian) is a craft workshop. The restaurant's image combines elegance and references to craftsmanship. The restaurant's interior is full of arches and niches. Traditional vessels and pots are also used in the design of the restaurant; they are placed in niches and even turned into chandeliers. The artisanal image is emphasized not only by the interior and decor, but also by its own cheese factory and a large wood-burning oven in which delicious pizza is baked.

The identity is inspired by the combination of an elegant restaurant interior and a craft workshop theme. The restaurant sign reveals this contrast, it consists of two arches of pure geometric shape and in each of the arches there is a vessel of a living man-made form. The two arches not only refer to the interior, but also refer to the first letter of the name “B”. THE ARCH, WHICH HAS BECOME A BRAND ELEMENT, IS FURTHER USED IN BRAND COMMUNICATION

TARGET

solution

elegant ITALIAN RESTAURANT WITH wood stove and CRAFTED CHEESES

2021

HORECA

/

the laconic shape of the logo allows it to be reproduced using different techniques, such as embroidery

The restaurant's interior is full of arches, niches and vessels

the simple shape of the logo allows you to place it on dishes, enriching it with a craft texture

tin tin cafe

The small and cozy cafe offers a lot of dishes from Asia. There is a lovely name, but there's no story for it. The founders want to avoid paternalistic references to Asian countries and Asia in general.

The main metaphor of the style is travel notes. The visual identity is inspired by the aesthetics of moped journeys, travel diaries, sketches, and vivid figurative stories. Noodles are the main dish on the menu. That’s why the logo simultaneously plays with the theme of road travel and the shape of noodles. It also references the retro lettering of vintage moped logos.

TARGET

solution

Identity of a café inspired by a journey across Asia

2023

art & culture

/

The brand's mascot is a little bird, Tin Tin, who accompanies us on our journey, while other characters appear along the way. The illustrations stylistically align with the logo and remind us of travel sketches. All the characters close their eyes with delight from the food and impressions, just like the heroes of the café’s photography style!

Cause Magnor uses for industrial applications, it's wordmark is bolder

Develop an identity for two similar brands of protective coatings, so as to emphasize their connection and at the same time highlight the differences. MAGNOR offers superior corrosion protection. It is a strong solution for scaffolding, shelving, building structural parts, modular construction, silos, solar panel supports, motorway safety barriers, chicken farm equipment.

The naming of the products is consonant and the first letter of both names is M. Thanks to this, a single sign was developed for both brands.

‍

The sign is a stylized letter M, formed from three layers. This refers us both to how the product itself looks and to its function as protective layers. Also, 3 layers in the sign refer us to the three ingredients in the product.

TARGET

solution

2023

metallurgical products

/

MAGART steel is an excellent corrosion resistance. It could be used in roofing, siding, flat profile, sandwich panel, sectional door panels and many more. MAGART provides not only surface protection but also an aesthetics because it could be prepainted with bright colors. the product is based on 3 ingredients: Zinc Aluminium and Magnesium

MAGNOR & MAGART

TWO BRANDS OF PROTECTIVE COATINGS

are used in identity development. They let to build structure around layout.

layers

colors IN MAGART IDENTITY ARE MORE DIVERSE AND vivid yet ELEGANT . BECAUSE IT'S COATING THAT OFTEN EMPLOYED FOR HOUSES building.

Colors

bbdo moscow

agency

HAVAL

Haval is a brand that strives to make innovation accessible to everyone. The brand's personality is decisive, approachable and technology-focused. The brand offers every person everything so that they can enjoy mobility and time spent in the car to the maximum thanks to being equipped with all the latest technologies.

The brand identity expresses determination, dynamism and technology. The brand acquired a corporate element - the search bar, which embodies the meaning of an accessible search among the brand’s assortment. The key element of the style is a specially designed corporate font that expresses the character of the brand.

TARGET

solution

AUTOMOTIVE BRAND IDENTITY AND BRANDBOOK

2023

auto industry

/

creative directors: Alexander Zagorsky, Sergei Kozhevnikov, art-director: evgenya juravleva, font-design: Vladimir Kolomeytsev

TEAM

bbdo moscow

agency

CWAL

CWAL is a community and collaboration and exhibition space for artists and art enthusiasts in the city of Cleveland. CWAL's mission: to cultivate the local arts community through exhibitions and collaborations, by providing resources and education, and by raising public awareness. CWAL covers the range from academic art to street art and equally interested in their development

there was a play on the words "c wall" in the name of CWAL, and the inclusion of this idea in the form of the logo and in communication turned out to be as organic as possible. the style of the logo "rhymes" with this play on words, in which the letter C can be seen as both a frame and a wall, as references to both academic and contemporary art.

TARGET

solution

cleveland west art league

2018

HORECA

/

the outline of the logo, with active diagonals and ligatures, is inspired by the Avant Garde font of Herb Lubalin. on the one hand, the letters of the logo create an alliance with ligatures, on the other hand, thanks to the diagonals, they have a strong internal dynamics. these two features: union and development are in line with the main objectives that CWAL sets for itself.

due to its design, the logo works as a flexible corporate frame element that can cover the entire format or highlight the desired fragment in it. this is a metaphor for CWAL's activity - to find art, to highlight it, to present it to the audience. based on the work of this element, a style is built.

the simplicity and specificity of the logo make it recognizable by hand or, for example, with adhesive tape. this opens up great opportunities for working with a logo, as a basis for objects or just for situational solutions for making a logo.

CONTACTS

CV

VASILII KHROMOV

WORKS

nikola-lenivets

Nikola-Lenivets is a huge park located next to a small village. Here, objects of modern art and architecture are placed in the open air, many of the objects are made of wood.

Famous artists and local residents take part in the creation of objects.

The main idea of the style is to convey the atmosphere of traveling through the “wooden space” locations that exists in the park. For this purpose, logos of location objects were made, which are collected together on the park map. The park’s logo follows the same style – it refers to the landscape and objects. The logo has a monogram version

TARGET

solution

land art park branding concept

2015

art & culture

/

The map

is one of the main carriers of style. Here the graphics appear: hand-drawn with modifications in Ps,with noise.

The Art objects

are depicted on the map with large icons, and buildings and infrastructure facilities are also present on the map (they are indicated by small icons).

Business Media Associates

Brand identity of a large company in the field of concept development, design, construction and organization of exhibition events, providing an advanced level of service.

It was important to work out the brand architecture of Business Media Associates, which includes territorial branches: Business Media Russia Business Media Europe Business Media Central Asia.

The most important USP of the company is its proprietary online configurator service, which allows you to quickly and accurately “assemble” an event of any scale. In essence, the configurator is a multi-level modular system that includes all the necessary solutions.

TARGET

solution

turnkey event organizing company

2018

Event industry

/

In order to emphasize the scale of the company, a decision was proposed to switch to the use of the abbreviations BMA, BMR, BME, BMCA, referring to the largest players in different markets that historically often use abbreviations.

In this way, the modularity inherent in the brand’s product itself was also supported.

The identity reveals the main USP of the brand - a modular configurator using a logo system, which has a single base BM and modifiers A, R, E, CA.

It is important that the letters of the logo themselves are specially drawn and modular in structure, consisting of a limited set of elements. Plastic letters, futuristic, technological and modular, inspired by modernism.

The approach to the media layout supports the modularity of the brand and identity. Clear element relationships and modular grid at the core.

uworld

Develop a visual identity for ecosystem brand of services for convenient life. U is a new unique company in Uzbekistan, the first technological ecosystem in the country. Unique advantage: innovation and manufacturability - there are no analogues like this in the country companies.

The main idea of the identity is unification historical roots and a new future that creates a brand. The basis is taken from traditional images of Uzbek carpets that open up completely new in a fascinating way

TARGET

solution

concept. the first technological ecosystem in Uzbekistan

2022

tech ecosystem

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