Programs I’ve run.

Project: A new digital media channel for a top‑15 bank’s premium clients.

Objective: Move beyond transactional communications and build a media product that deepened client relationships and drove sales of financial services.

“It started with a single slide — a city photograph and a short line about ‘a project for selected people for whom mass products and universal solutions weren’t adequate.’ The presentation to the CEO landed. Their team came to me: ‘Could you make something great from this?’ That was my brief.”

Solution: Built an online lifestyle magazine at the intersection of finance and culture: city event guides for the bank’s three major metro areas, new restaurant openings, theater and concert listings, museum features — all woven together with information about premium credit cards, investment products, and travel services from major card networks.

Result: The bank saw growth in online engagement and a measurable lift in sales of financial products — proving that premium clients respond to content that treats them as whole people, not just account holders.

Project: Bi‑weekly newspaper — print and digital — for 20+ subsidiaries of a leading oil company and their 70,000+ employees.

Objective: Unite a sprawling international company — spanning logistics, fuel production, and oil and gas exploration — through a single publication that felt locally relevant to every subsidiary while carrying a consistent voice from headquarters.

Challenge: Making one publication feel like twenty different local papers, simultaneously.

Solution: The traditional newspaper format became an advantage, treating pages like building blocks. A shared core — corporate news, executive interviews, company‑wide announcements — ran identically across every subsidiary. Local pages slotted in around that core, unique to each site: local news, worker profiles, community initiatives.

Result: Each subsidiary got a paper that felt like their own, without producing 20+ publications from scratch. During the COVID‑19 pandemic, the digital edition was read by nearly 80% of recipients for over 10 minutes per session — extraordinary engagement for an internal publication.

Stress Test: Another hard problem that COVID created: shift workers at remote drilling rigs had no corporate email. It was solved by sending print‑ready files to more than 600 rigs to pin on their information boards — making sure no employee was left out of the loop.

Tech impact: The feature of the issue was an integrated AR module. The closest analogue — The Daily Prophet newspaper from the Harry Potter movies. You need to point the camera of your phone to the marked photo, and the magic began — it started to play video.

Project: Full rebrand and relaunch of the in‑flight magazine for the airline with 10M+ annual passengers.

Objective: Utair had grown fast and its magazine hadn’t kept up. A new brand direction — summed up in the slogan “To places where someone waits for you” — needed a magazine that could embody it. Timeline: three months, no excuses.

Solution: Leaned into Utair’s strength as Russia’s dominant domestic carrier. Editorial centered on Russian travel, local celebrities, food and wine, fashion, and sport. For the visual language, a deliberate choice: images that looked like they could have been taken by any passenger on their phone, processed with Instagram‑style filters — authentic and approachable over polished.

Result: Advertising revenue grew as local and global brands came on board. The magazine expanded from 96 to 120 pages a month. Award: Best Coverage of Russian Travel Routes, My Planet (Russian Geographic Society TV channel), 2018.

Project: Monthly onboard tourist magazine for the Allegro train.

Objective: Serve three distinct readerships — Russian, Finnish, and English‑speaking international travelers — with every article published in all three languages.

Challenge: Three languages meant three completely different layout logics. English runs about 20% shorter than Russian; Finnish runs 20% longer. Finnish and English share similar typographic character sets, so placing them side‑by‑side on the same spread risked confusing readers between columns.

Solution: Each spread anchored with large photographs and short text blocks, reducing the layout tension between languages. Russian and Finnish articles appeared together on the same spread; English versions linked out to dedicated pages, keeping each language visually clean.

Result: The magazine ran successfully for over five years — a testament to the editorial and production system built from scratch.

Project: A media product for a leading home‑improvement retailer, serving both professional contractors and home DIY enthusiasts.

Objective: Contractors were the most loyal customers and largest spenders of the company. The magazine needed to be genuinely useful to professionals while being compelling enough for homeowners planning their next project — and it needed to integrate the retailer’s products and services naturally into every article.

Challenge: Our writers knew less about construction than the professionals reading the magazine. Writing authoritative content for expert readers required a creative editorial solution.

Solution: The approach shifted from writing about construction to writing about construction culture. Instead of a dry article on common building mistakes, a piece linked specific construction blunders to exact episodes of a popular sitcom. Professionals recognized themselves in it; homeowners were entertained. The approach made technical content shareable and sticky. Each issue centered on a pull‑out section of posters, diagrams, and illustrated games — things readers would tear out and keep. Bold, hand‑drawn covers turned the magazine into a visual event the moment a customer walked into a Petrovich store.

Result: The magazine became the foundation of the professional community Petrovich had always wanted to build — driving event attendance and increasing sales. Articles published on znaet.petrovich.ru generated strong return readership, with most visitors reading multiple articles per session.