APOLLINARIIA PAKHOMoVA
Experience & Cases
Creative Producer / Lead • Art Director
ABOUT
I'm a T-shaped multipotential creative specializing in building brands from the ground up — from visual identity and spatial design to content strategy, communication, and community building. I started my career creating individual touchpoints: design, content, and social media. Over time, my focus shifted from crafting separate assets to designing complete brand ecosystems, where visual identity, physical space, communication, and customer experience work together as one coherent system. Today, my work is based on art direction, brand design, creative strategy, and creative production. I enjoy turning ideas into experiences that people can recognize, interact with, and remember.
CORE EXPERTISE & SKILLS
- CREATIVE DIRECTIONCreative Strategy • Concept Development • Art Direction • Visual Storytelling
- CONTENT & DIGITALContent Strategy • Creative Production • Social Media Strategy • Copywriting • Organic & Paid Growth
- LEADERSHIPEnd-to-end Project Management • Leadership & Coordination • Cross-functional Collaboration • Creative Leadership • Partnership Management
- BRAND EXPERIENCERetail Experience Design • Spatial Branding • Community Building • Event Production • Partnership Campaigns
- BRAND DESIGNBrand Identity • Design Systems • Character Design • Illustration • Brand Guidelines
EXPERIENCE
Art Director
11:11 Concept Store
Belgrade, Serbia
Led the creative development of an independent concept store, shaping the brand across digital and physical touchpoints
Belgrade, Serbia
Led the creative development of an independent concept store, shaping the brand across digital and physical touchpoints
RESPONSIBILITIES
- Developed the complete visual identity and scalable brand system
- Created the brand's character universe and visual languag
- Designed the retail environment, including navigation, environmental graphics, and murals
- Built the content strategy and managed Instagram from launch
- Produced creative campaigns, seasonal activations, and partnership projects
- Organized workshops, community events, and brand collaborations
- Coordinated creative production across multiple disciplines
KEY RESULTS
- Grew Instagram from 0 to 7,500 engaged followers
- Maintained an average 4.6% ER
- Turned social media into a consistent sales channel, generating 15+ customer inquiries per week
- Produced a city-wide Valentine's campaign with 12 local partners, 100+ participants, and 57K+ views
- Built a workshop program with 14+ creative events, including multiple sold-out sessions with waiting lists
- Designed a visual identity system used across retail, digital, print, merchendise and seasonal campaigns
- Achieved 93K organic views on the top-performing content
EXPERIENCE
Lead SMM / Creative Strategist
BPE (Official distributor of Lyle & Scott, Birkenstock and National Geographic in Russia)
Moscow, Russia
Led the social media direction for multiple international lifestyle brands
Moscow, Russia
Led the social media direction for multiple international lifestyle brands
RESPONSIBILITIES
- Developed content strategies tailored to each brand's positioning and audience
- Planned and supervised content production, including photo and video shoots
- Managed a cross-functional creative team of five, coordinating designers, photographers, copywriters, and content creators
- Launched engagement campaigns, influencer collaborations, and seasonal activations
- Worked closely with marketing and retail teams to align social media with commercial objectives
KEY RESULTS
- Introduced new audience engagement formats
- Launched the first branded Instagram AR filter
- Developed a recurring offline engagement campaign that became a recognizable brand activation running for 6 weeks
- Produced two partnership giveaway campaigns with ~1,500 participants each
- Designed and led two UGC creative contests (50+ participants) that encouraged audience participation and community engagement
- Provided production for all 3 brand websites
EXPERIENCE
Lead SMM / Creative Producer
Vasileostrovsky Market
Saint-Petersburg, Russia
Led social media strategy and creative communications for one of Saint Petersburg's best-known food markets
Saint-Petersburg, Russia
Led social media strategy and creative communications for one of Saint Petersburg's best-known food markets
RESPONSIBILITIES
- Developed and executed the social media strategy for the first and one of the leading Saint Petersburg's food markets
- Planned and supervised the content calendar across multiple communication formats
- Led cross-functional collaboration with designers, copywriters, photographers, illustrators, and resident businesses
- Conceptualized and produced integrated digital campaigns, seasonal activations, and community-driven initiatives
- Managed end-to-end production of content and marketing projects, from concept to launch
- Built partnerships with local artists, creators, and market residents to increase audience engagement and brand visibility
KEY RESULTS
- Grew the market's Instagram audience by ~6,000 followers in one year through a content-first strategy and community-focused campaigns
- Maintained an average 4.6% engagement rate (ER) while consistently increasing audience reach and interactions
- Designed and launched a month-long gamified holiday campaign, engaging 100+ participants daily and increasing audience retention throughout the festive season
- Created and led #DrawTheMarket, a five-week illustration challenge connecting local artists with resident businesses through user-generated content and co-created merchandise
- Produced multiple seasonal campaigns that combined digital storytelling, gamification, and community engagement to strengthen the market's brand identity
- Established recurring interactive content formats that consistently outperformed average engagement metrics and increased reach by 1.5–2×
PREVIOUS PROJECTS
personal vintage brand Past Continues
Malina Digital Agency
freelance branding & SMM
photo production
illustration
personal vintage brand Past Continues
Malina Digital Agency
freelance branding & SMM
photo production
illustration
the cases
SELECTED PROJECTS
favorite completed projects over the years
11:11 — BRAND IDENTITY SYSTEM OVERVIEW
11:11 is an independent concept store focused on handmade objects and everyday rituals of joy.
11:11 is an independent concept store focused on handmade objects and everyday rituals of joy.
I developed a character-based visual identity system that expands beyond a logo and forms a flexible brand universe. The goal was to translate the brand’s core ideas into a recognizable visual language: childlike curiosity, emotional warmth, and celebration of small everyday moments.
CONCEPT
The identity was built as a playful but refined visual world — expressive and joyful, but not childish.
A bright, clean color palette was used to create immediate emotional recognition, combined with visual references to childhood aesthetics reinterpreted in a contemporary way.
The result is a system that feels optimistic, human, and easy to recognize across contexts.
A bright, clean color palette was used to create immediate emotional recognition, combined with visual references to childhood aesthetics reinterpreted in a contemporary way.
The result is a system that feels optimistic, human, and easy to recognize across contexts.
CHARACTER SYSTEM
The identity is built around a set of recurring symbols and characters that function as a modular visual language:
Instead of a single logo, the brand operates through a consistent visual universe that adapts to different formats while maintaining recognition.
- Cheetah. Inspired by the founders. Transformed into expressive characters that carry the brand’s energy and personality, and reflcting the audience as well
- Heart with an eye. A universal symbolic motif connected to attention, care, and emotional connection
- Flame. Represents intensity, vitality, and dynamic energy
- Flowers. Simple, flexible symbols of joy, color, and everyday beauty
Instead of a single logo, the brand operates through a consistent visual universe that adapts to different formats while maintaining recognition.
OUTCOME
The identity system strengthened 11:11’s visual presence and created a more emotional connection with its audience. It allowed the brand to communicate consistently across touchpoints while staying flexible and expressive.
CASE STUDY: SELF-LOVE CITY QUEST FOR VALENTINE'S DAY
Instead of running a traditional Valentine's Day promotion, I created a city-wide self-love campaign that connected local businesses through a shared customer experience.
The goal was to increase brand awareness, strengthen community engagement, and attract new visitors to 11:11 without relying on discounts or conventional holiday marketing.
Instead of running a traditional Valentine's Day promotion, I created a city-wide self-love campaign that connected local businesses through a shared customer experience.
The goal was to increase brand awareness, strengthen community engagement, and attract new visitors to 11:11 without relying on discounts or conventional holiday marketing.
campaign at a glance
• 13 partner businesses
• 100+ participants
• 50 event attendees
• 57K+ campaign views
• 69 new followers
CONCEPT
The campaign reimagined Valentine's Day as a celebration of self-care.
Participants explored partner businesses across the city, collected stamps at themed locations, and completed a quest leading to a community event hosted by 11:11. The experience combined gamification, local discovery, and community building while giving every partner exposure to new audiences.
Participants could visit any partner within each category to complete their quest card.
In total, 13 local businesses joined the campaign.
Participants explored partner businesses across the city, collected stamps at themed locations, and completed a quest leading to a community event hosted by 11:11. The experience combined gamification, local discovery, and community building while giving every partner exposure to new audiences.
The quest featured five categories:
• Beauty — beauty salons
• Health — yoga and fitness studios
• Relaxation — massage and wellness spaces
• Hedonism — cafés and restaurants
• Coziness — 11:11 and a local flower shop
Participants could visit any partner within each category to complete their quest card.
In total, 13 local businesses joined the campaign.
RESPONSIBILITIES
- Developed the campaign concept and mechanics
- Recruited and coordinated partner businesses
- Planned the customer journey and event experience
- Led creative direction and campaign production
- Managed promotion across social media and offline channels
FINALE
The campaign concluded with a Valentine's Day community event at 11:11 featuring wine, vinyl music, prizes, and interactive activities. Guests who completed the quest entered a guaranteed-prize lottery, while the heart-shaped «break-up» piñata became one of the event's most memorable moments and encouraged social sharing.
People engage more with experiences than promotions.
By turning Valentine's Day into a city-wide self-care adventure, the campaign generated meaningful community engagement, strengthened relationships between local businesses, and yet again positioned 11:11 as more than a retail store, but a community hub.
People engage more with experiences than promotions.
By turning Valentine's Day into a city-wide self-care adventure, the campaign generated meaningful community engagement, strengthened relationships between local businesses, and yet again positioned 11:11 as more than a retail store, but a community hub.
RESULTS
- 100+ quest participants
- 50 event attendees
- 7 completed quest cards
- 13 local businesses collaborated in one campaign
- Cross-promotion across beauty, wellness, hospitality, and retail
- Increased visibility for every participating brand
SOCIAL MEDIA
- 57,328 views
- 1,547 engagements
- 1,439 profile visits
- 337 profile actions
- 69 new followers
CASE STUDY: COMMUNITY HOLIDAY ACTIVATION
CHALLENGE: Create a memorable holiday activation that would strengthen the brand community, attract a new audience, and translate the playful identity of 11:11 into a real-life experience.
SOLUTION: Conceptualized and produced a daytime holiday party in collaboration with Karusel Bar, bringing together two brands with a shared philosophy of reconnecting with the inner child.
Rather than organizing a traditional New Year's event, we designed an immersive experience inspired by childhood celebrations. The program combined creative workshops, interactive games, friend-dating, a costume contest, live DJ sets, themed cocktails, and a prize lottery, encouraging guests to participate instead of simply attending.
Every activity was designed to reinforce the brand's core values: playfulness, creativity, connection, and celebrating everyday life.
CHALLENGE: Create a memorable holiday activation that would strengthen the brand community, attract a new audience, and translate the playful identity of 11:11 into a real-life experience.
SOLUTION: Conceptualized and produced a daytime holiday party in collaboration with Karusel Bar, bringing together two brands with a shared philosophy of reconnecting with the inner child.
Rather than organizing a traditional New Year's event, we designed an immersive experience inspired by childhood celebrations. The program combined creative workshops, interactive games, friend-dating, a costume contest, live DJ sets, themed cocktails, and a prize lottery, encouraging guests to participate instead of simply attending.
Every activity was designed to reinforce the brand's core values: playfulness, creativity, connection, and celebrating everyday life.
RESULTS
- 100+ attendees throughout the event
- Successfully introduced new visitors to the 11:11 community through a cross-brand collaboration
- Increased offline engagement by transforming a retail brand into a social and cultural gathering space
- Strengthened the emotional connection between the audience and the brand through interactive experiences
- Performed offline sales trough the event
MY ROLE
- Creative concept development
- Event mechanics
- Activity design
- Visual materials
- Event production
- Logistics
- Coordination
CASE STUDY: FULL-CYCLE EDITORIAL PRODUCTION FOR BIRKENSTOCK
OVERVIEW
Birkenstock was launching a new beach and pool collection and needed a campaign that reflected the lifestyle behind the product.
I assembled and managed a multidisciplinary production team, ensuring every creative and logistical detail aligned with the campaign vision & led the creative production from concept to final delivery, coordinating every stage of the photoshoot.
OVERVIEW
Birkenstock was launching a new beach and pool collection and needed a campaign that reflected the lifestyle behind the product.
I assembled and managed a multidisciplinary production team, ensuring every creative and logistical detail aligned with the campaign vision & led the creative production from concept to final delivery, coordinating every stage of the photoshoot.
CREATIVE DIRECTION & PRODUCTION
The concept focused on capturing a summer atmosphere while highlighting the collection in a clean, editorial style. I developed the creative concept, created the mood boards, and defined the visual direction for the entire shoot. I managed the full production process, including:
- Sourcing and booking a private pool location near Moscow
- Building and coordinating the production team
- Hiring the photographer, lighting technician, stylist, makeup artist, and models
- Overseeing logistics and ensuring the creative vision was executed on set
MY ROLE
- Creative Production
- Art Direction
- Concept Development
- Moodboarding
- Production Management
- Team Coordination
- Team & Location Scouting
CASE STUDY: HOLIDAY GAMIFIED CAMPAIGN
CHALLENGE
Increase audience engagement during the holiday season while promoting seasonal offers from the market and its resident businesses.
CHALLENGE
Increase audience engagement during the holiday season while promoting seasonal offers from the market and its resident businesses.
SOLUTION
Designed and launched a month-long gamified Instagram Stories campaign where followers unlocked a new «gift» — an exclusive offer — every day, by participating in creative challenge, interactive activity or involvement. Completing daily tasks allowed participants to win prizes or enter giveaways, encouraging repeat engagement and daily interaction with the brand.
The campaign combined gamification, user participation, and promotional content into a consistent holiday experience that kept the audience returning throughout the season.
The campaign combined gamification, user participation, and promotional content into a consistent holiday experience that kept the audience returning throughout the season.
RESULTS
- 100+ participants engaged with the daily challenges throughout the campaign
- Increased engagement and retention during the holiday season
- Drove awareness of seasonal offers from both the market and its resident businesses
- Strengthened the connection between the brand and its community through interactive content
MY ROLE
Concept development, campaign mechanics, challenge design, prize coordination, content planning, cross-functional collaboration with designers and copywriters, campaign management, and creative supervision
CASE STUDY: VINTAGE MYSTERY BOX
CHALLENGE
Create a distinctive seasonal product for the selective vintage brand Past Continues that would simplify holiday gifting, reflect the brand’s vintage identity, and generate strong margins without significant production costs.
SOLUTION: Developed the concept of a personalized Mystery Box — a ready-to-gift selection of vintage home décor, an original illustrated card, and complementary items such as candles and vintage napkins.
CHALLENGE
Create a distinctive seasonal product for the selective vintage brand Past Continues that would simplify holiday gifting, reflect the brand’s vintage identity, and generate strong margins without significant production costs.
SOLUTION: Developed the concept of a personalized Mystery Box — a ready-to-gift selection of vintage home décor, an original illustrated card, and complementary items such as candles and vintage napkins.
The product was launched in three price tiers:
S — €25 / 2 guaranteed items M — €35 / 3 guaranteed items L — €50 / 4 guaranteed items
Each box was individually curated around the recipient’s tastes and delivered fully gift-wrapped, making it suitable both as a personal treat and as a complete,
no-effort holiday gift.
VALUE PROPOSITION: Box like this was a very first proposal on Belgrade's market. Personalized vintage curation combined with the convenience
of a ready-made gift. The element of surprise added an emotional and playful dimension to the customer experience.
BUSINESS MODEL: With an estimated product cost of €7–10 per box and retail prices ranging from €25 to €50, the format combined high perceived value with strong unit economics. It also created a new revenue stream from existing vintage inventory without requiring costly product development or manufacturing.
no-effort holiday gift.
VALUE PROPOSITION: Box like this was a very first proposal on Belgrade's market. Personalized vintage curation combined with the convenience
of a ready-made gift. The element of surprise added an emotional and playful dimension to the customer experience.
BUSINESS MODEL: With an estimated product cost of €7–10 per box and retail prices ranging from €25 to €50, the format combined high perceived value with strong unit economics. It also created a new revenue stream from existing vintage inventory without requiring costly product development or manufacturing.
RESULTS
50+ boxes sold
Successfully introduced a new seasonal product format
Gained new regular clients
Combined personalization, gifting convenience, and brand experience
in one repeatable product concept
PUBLICATIONS
my projects in media
T—J (Tinkoff Journal)
One of Russia’s leading branded media platforms, founded by T-Bank in 2014. T—J covers personal finance, law, travel, business, and everyday life for a broad consumer audience.
Article about 11:11
One of Russia’s leading branded media platforms, founded by T-Bank in 2014. T—J covers personal finance, law, travel, business, and everyday life for a broad consumer audience.
Article about 11:11
Kyodo News: The Nishinippon Shimbun | The Shizuoka
Japan’s leading independent news agency and one of the world’s major international news organizations. Kyodo operates as a nonprofit cooperative serving Japan’s leading newspapers, broadcasters, and NHK.
Article about 11:11
Japan’s leading independent news agency and one of the world’s major international news organizations. Kyodo operates as a nonprofit cooperative serving Japan’s leading newspapers, broadcasters, and NHK.
Article about 11:11
CONTACT ME
tg / ig @pollizzz
teckstrass@gmail.com
