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PARIMATCH UKRAINE
Leading Design Department During Business Growth and Wartime Transformation
  • Role
    Head of Design (In-house)
    Project Type
    Design Leadership • Brand Operations • Team Management
  • Industry
    Sports Entertainment • iGaming
    Markets
    Ukraine
Project Profile
Parimatch Ukraine was one of the country’s leading sports entertainment brands, operating at a high pace with continuous marketing campaigns, product launches and nationwide partnerships.

When I joined the company, a new Brandbook had just been introduced (created as a temporary visual identity as sports team uniforms). One of my first challenges was to transform this concept into a practical brand system by integrating it into regional marketing communications and everyday business operations.

As Head of Design, I led the in-house creative team, scaled design operations and ensured brand consistency across all communication channels. My role combined people leadership, creative direction, and process optimization while supporting one of the most active marketing organizations in the country.

I joined during a period of rapid business expansion, leading the growth of the design team through hiring and onboarding. Within a few months, the full-scale invasion of Ukraine dramatically changed business priorities, shifting the focus toward crisis management, organizational restructuring, and operational resilience. As the company adapted to new realities, I led the team through downsizing, rebuilding, and renewed growth while maintaining uninterrupted creative delivery and continuously improving design operations in an environment of ongoing uncertainty.
  • Scope of Work
    • Brandbook Rollout & Implementation
    • Design Leadership
    • Creative Team Management
    • Design Operations
    • Brand Governance
    • Integrated Marketing Campaigns
    • Creative Direction
    • Employer Branding
    • Cross-functional Collaboration
    • Process Optimization
  • Key Contributions
    • Integrated the newly introduced Brand Book into regional marketing communications and day-to-day business operations.
    • Translated a conceptual visual identity into practical brand standards and reusable design assets.
    • Led the in-house design team through rapid growth, wartime restructuring and renewed expansion.
    • Scaled the team through hiring, onboarding and mentoring designers.
    • Introduced Figma as the team’s primary collaborative workspace and centralized design environment.
    • Standardized design workflows, asset management and production processes.
    • Directed integrated 360° marketing campaigns across digital, social, print, outdoor and retail channels.
    • Partnered with marketing, HR, product and business stakeholders to align creative execution with business objectives.
    • Maintained operational continuity and delivery quality throughout rapidly changing business priorities.
    Impact
    • Successfully rolled out the new brand identity across regional marketing communications and operational touchpoints for 1 year.
    • Scaled, restructured, and rebuilt the design team through multiple stages of organizational change.
    • Strengthened cross-functional collaboration by introducing standardized design workflows and centralized design assets.
    • Accelerated campaign delivery through optimized production processes and collaborative design tools.
    • Maintained uninterrupted creative support during the first year of the full-scale invasion of Ukraine.
    • Established a resilient and scalable design operation capable of adapting to continuous business change.
  • Key Competencies
    Brand Rollout • Design Leadership • Creative Operations • Team Management • Hiring & Mentoring • Design Operations • Brand Governance • Integrated Marketing Campaigns • Process Optimization • Cross-functional Leadership • Change Management • Crisis Leadership • Figma • Design Systems
⭐⭐⭐⭐⭐ Featured Case Study:
Birth in Ukraine — Fired Up to Win!

Leading a National Brand Campaign During the First Months of Full-Scale War


Situation

In the first months following the full-scale invasion of Ukraine, Parimatch Ukraine needed to redefine its public communication. The challenge extended beyond launching another campaign—it required expressing the brand’s position, supporting national morale and maintaining emotional connection with the audience during an unprecedented crisis.


At the same time, the campaign carried additional strategic risk, as it was launched only months before Oleksandr Usyk’s world heavyweight title fight against Anthony Joshua.


Task

Develop a nationwide 360° campaign that would strengthen the emotional relevance of the brand, support patriotic messaging and consistently adapt the identity across all regional communication channels.


Design Approach

  • Expanded the existing brand slogan into the campaign message “Born in Ukraine — Fired Up to Win!”
  • Developed a temporary regional Brand Guideline featuring a blue-and-yellow version of the logo.
  • Directed the visual implementation across all campaign touchpoints.
  • Adapted the identity for digital, outdoor, retail and regional communications.
  • Coordinated campaign rollout featuring brand ambassador Oleksandr Usyk.

Project Impact

  • Launched the company’s first large-scale patriotic campaign after the beginning of the full-scale invasion.
  • Established a temporary regional brand system that remained in use for approximately six months.
  • Reinforced the company’s public position during a period of national uncertainty.
  • Delivered one of the campaign’s most recognizable outdoor executions, including the large-format billboard opposite TSUM Kyiv.
From Idea to 180° Campaign Assets

Building an In-house Motion Campaign Pipeline


Situation

The company sought to produce a series of product-focused advertising campaigns entirely in-house, reducing reliance on external agencies while increasing creative flexibility and speed.


Task

Develop a complete campaign production process—from concept to final rollout—for animated product communication featuring the brand mascot.


Design Approach

  • Developed concepts and scripts for three animated commercial videos.
  • Validated creative concepts through A/B/C testing before production.
  • Art-directed a dedicated team of illustrators and motion designers.
  • Scaled the creative system into more than 180° campaign assets across multiple media formats.
  • Coordinated adaptation for digital advertising, social media and regional communications.

Project Impact

  • Delivered the first fully in-house regional campaign produced from concept to execution.
  • Built a scalable creative production workflow.
  • Expanded three core creative concepts into more than 180° marketing assets.
  • Demonstrated the effectiveness of integrated in-house creative production.
Winning the United24 Partnership in a 15-Minute Presentation

Strategic Pitch Design for Executive Decision-Making


Situation

Parimatch Ukraine prepared a partnership proposal for United24, requiring a compelling strategic presentation capable of communicating both the business value and the social impact of the collaboration.


Task

Create a presentation that would clearly articulate the partnership vision and support executive-level decision-making.


Design Approach

  • Structured the partnership narrative into a clear presentation flow.
  • Translated strategic objectives into compelling visual storytelling.
  • Designed presentation materials supporting executive discussion.
  • Balanced emotional impact with business rationale.

Project Impact

  • Partnership approval was secured immediately following a 15-minute presentation.
  • Demonstrated the role of presentation design as a strategic business communication tool.
  • Supported one of the company’s key social partnership initiatives.
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