Irina Yakovleva
Brand Strategist, Brand Designer
years in marketing and design
20+
100+ successful brands
4 years of experience in international markets
I bring structure and clarity to brands to enhance their value, drive confident growth, and increase profit.
Cases
WEDMASTER | Corporate identity for an international money transfer company
COFFEE PRICE | Rebranding for a coffee chain in Kostroma
NEW PORT | Brand identity for a youth-focused coffee chain in Dubai
KING | Corporate identity for a construction inspection company
CBONDS | Brand identity for the XXIII Russian Bond Congress
The BASE | Branding for an innovative beverage base manufacturer in Dubai
SeaYou | Brand strategy for an approachable seafood store
LIAN | Brand identity for an IT company and developer community
PRO.HUAHIN | Brand strategy for a real estate agency in Thailand
FLAT N | Brand identity for an interior design studio in St. Petersburg
A partner, not just a contractor
I make complex things simple
A hands-on practitioner, not a theorist
100% committed
I keep my word
I build systematic branding as a tool for business growth
I deliver outstanding work, or I pass on the project
х
3
proven annual profit growth driven by my solutions
13
countries I currently work in
4
years of experience across Europe, the UAE, the US, and Asia
Business Outcomes
The Process
Brand Identity Development Stages
Support
Refinement & Design System
I iteratively refine and strengthen the chosen direction, expanding the identity into a cohesive system across all touchpoints. I develop a style guide or brand book for seamless implementation and future scaling, and provide production-ready files as needed.
Brand Identity Concept
I create a visual system. The logo, typography, graphic elements, and visual language come together into a cohesive and consistent solution.
Strategy & Positioning
I develop a strategy at the intersection of the founder’s vision and the target audience’s needs. I define the positioning, brand personality, messaging, and principles of audience engagement.
Interviews & Deep Dive
I conduct in-depth interviews with the founder, key stakeholders, and the target audience. I uncover core values, strengths, the brand’s underlying essence, and its strategic direction.
Research
I research the market, competitors, audience, and the brand’s context. I analyze the visual landscape, alongside the behaviors, motivations, and expectations of the target audience.
Ready-to-use assets for launch and scaling
Visual and strategic systems for business growth
Clear and cohesive positioning
A unified communication style
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Answering questions
For me, a logo is part of a system, not a standalone product. Without a strategy and visual language, a logo quickly stops "fitting" with the rest of your materials. That's why I work with the brand as a whole — this way, the result is cohesive and lasts longer.
A marketing strategy answers the question "how to sell." A brand strategy answers the question "who you are and why people choose you." Marketing changes every season — a brand remains the foundation. Without a strong brand, marketing runs on empty: more expensive, louder, with less effect.
A strong brand takes you out of price competition — customers choose you, not whoever is cheaper. The first changes are noticeable within 3–6 months after launch: average order value grows, customer acquisition cost drops. My clients have a confirmed profit increase of 3x per year.
Not pictures, not a logo. You get a system that works for your business: clear positioning, a visual language, ready-made materials for launch and growth. This is an investment with measurable returns, not an expense line.
No. Branding is a tool. The result depends on how it's applied within the company. My guarantee is that the system will be built professionally and carried through to completion. If I sense from the start that branding won't solve your problem right now, I'll say so honestly and won't take on the project.
At every stage, we align on direction before moving to the final. Revisions are built into the process. There are no unexpected surprises at the end — because the work happens through dialogue, not in a closed box.
At minimum — one in-depth interview at the start (2–3 hours) and a few short check-ins along the way. The rest is my job.
An agency gives you executors. A cheap freelancer gives you theory and a picture. I thoroughly study the business, market, and competitors — and build a system tailored to specific goals, not a template. 20 years of real-world practice, international markets, 100+ brands.
My portfolio includes FMCG, HoReCa, IT, real estate, finance, construction, and education. But the niche is secondary. What matters more is understanding the business, the audience, and the growth point. That's exactly what I do at the start of every project.
The brand book is an instruction manual for everyone who works with the brand: designers, marketers, SMM specialists. After delivery, I stay in touch and answer questions about implementation. If needed, I help with the rollout as well.
Branding doesn't work at the click of a button. It amplifies what's already working and removes barriers that hinder growth. If a business has a product and an audience, a brand gives them language and a system. That's why I start with diagnostics — to understand whether the business is ready for this step. Not every company needs branding.
I personally develop the strategy, concept, and key decisions. For specific tasks — animation, illustration, layout — I bring in trusted specialists. This allows me to maintain high quality in every area without inflating the timeline.
Identity without a strategy is possible if you already clearly understand your audience, positioning, and what sets you apart from competitors. In that case, I build the visual system based on that. If this clarity is missing, it's better to start with the strategy — otherwise, the identity will look beautiful but won't be precise.
Layouts are not included in the base price — their cost is calculated separately once the concept is finalized. At that point, it becomes clear what level of execution is needed and what it will cost.
A brand book only works when it's used correctly. An AI agent is a digital guardian of your brand: it knows your brand book, answers your team's questions, checks materials for compliance with your visual identity, and helps you stay aligned with your positioning. This is an additional option to the brand book — available by subscription.
Yes, naming is a separate service. It includes several name options with justification and a uniqueness check.
Every project is developed from scratch for a specific business. I don't use templates — neither in strategy nor in visuals.
Upon full payment for the project, all rights to the developed materials are transferred to you. This is stipulated in the contract.
Yes, upon request, I sign a non-disclosure agreement before starting work. Confidentiality of your business is the default.