Lena Les

• Rebranding & Visual Identity – YULIAWAVE
  Led collaboration with design bureau SHUKA to redefine the YULIAWAVE brand identity, rolling out a signature style across digital and physical touchpoints. Delivered high-impact visual direction for lead campaigns, retail experience, and digital channels. 
  
  
• Magazine Redesign – ELLE Russia
  Spearheaded full redesign of ELLE Russia—a major fashion media brand established in 1996 and licensed for over 25 years before its closure in 2022. Refreshed the visual hierarchy, typography, page layouts, and mood-boarded photo editorial approaches for a cleaner, contemporary feel. 
  
  
• E‑Commerce UX & Visual Identity – Nuself
  Developed design system and brand visuals for Nuself, collaborating with UX/UI to harmonize user interface, marketing assets, packaging, and product launch visuals to support growth in B2B2C positioning.
  
  
• Home & Beauty Product Launches
  Co-drove ideation, art direction, and packaging rollout for capsule series of home accessories and beauty lines—taking products from concept sketches to full-market deployment.
  
  
• Fashion Campaigns & Events
  Conceptualized, art‑directed, and executed over 20 fashion campaigns for both digital platforms and experiential environments (e‑commerce, press, billboard).
  Designed visual staging and branded art direction for 1 fashion shows and 4 collection presentations—ensuring consistency across set, motion video, and printed collateral.
  
  
• Team Leadership & Coaching
  Mentored 5+ designer talents in situ; three now work as full-time Art Directors. Provided structured critique, portfolio reviews, and design-training sessions.
  Completed one-on-one coaching focused on collaborative team leadership and creative problem-solving.