Creative Director with an engineering background and 15+ years of experience in product, brand, and design strategy. I help brands translate complex challenges into clear, scalable design systems — combining creative leadership with structured processes, strategic thinking, and hands-on execution. My experience includes work with international brands such as L’Oréal, BIC, IKEA, Roces, Fischer, and Madshus, across multiple markets and categories. I lead and deliver projects spanning product design, packaging, digital, motion, and spatial design (stands and environments) — from concept and strategy to production and launch. I work closely with cross-functional teams, engineering, and business stakeholders to ensure creative decisions are both visually strong and commercially grounded. My expertise covers sports, outdoor, beauty, and real estate, with a strong focus on complex, non-standard projects where ready-made solutions don’t exist. I combine audience insight, trend analysis, and disciplined creative thinking to build brands and products that are relevant, desirable, and built to last. When design works, the results speak for themselves.…

Sergey Fedotov

PRO

Creative Director with an engineering background and 15+ years of experience in product, brand, and design strategy. I help brands translate complex challenges into clear, scalable design systems — combining creative leadership with structured processes, strategic thinking, and hands-on execution. My experience includes work with international brands such as L’Oréal, BIC, IKEA, Roces, Fischer, and Madshus, across multiple markets and categories. I lead and deliver projects spanning product design, packaging, digital, motion, and spatial design (stands and environments) — from concept and strategy to production and launch. I work closely with cross-functional teams, engineering, and business stakeholders to ensure creative decisions are both visually strong and commercially grounded. My expertise covers sports, outdoor, beauty, and real estate, with a strong focus on complex, non-standard projects where ready-made solutions don’t exist. I combine audience insight, trend analysis, and disciplined creative thinking to build brands and products that are relevant, desirable, and built to last. When design works, the results speak for themselves.…

Available to hire

Creative Director with an engineering background and 15+ years of experience in product, brand, and design strategy.

I help brands translate complex challenges into clear, scalable design systems — combining creative leadership with structured processes, strategic thinking, and hands-on execution. My experience includes work with international brands such as L’Oréal, BIC, IKEA, Roces, Fischer, and Madshus, across multiple markets and categories.

I lead and deliver projects spanning product design, packaging, digital, motion, and spatial design (stands and environments) — from concept and strategy to production and launch. I work closely with cross-functional teams, engineering, and business stakeholders to ensure creative decisions are both visually strong and commercially grounded.

My expertise covers sports, outdoor, beauty, and real estate, with a strong focus on complex, non-standard projects where ready-made solutions don’t exist. I combine audience insight, trend analysis, and disciplined creative thinking to build brands and products that are relevant, desirable, and built to last.

When design works, the results speak for themselves.

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Language

English
Fluent
French
Beginner
Russian
Fluent

Work Experience

Creative Director at DustedDesign
January 1, 2020 - Present
Lead design audits and end-to-end creative direction across print, digital, motion, and spatial media; guide in-house teams; deliver cross-disciplinary projects; collaborate with major consumer brands (L’Oréal, BIC, IKEA); leveraged AI tools (Midjourney, Stable Diffusion, Runway) to accelerate ideation and improve production efficiency.
Creative Director at Sportmaster
January 1, 2015 - January 1, 2020
Directed design across 20+ brands in sport and outdoor categories; managed and grew a 10-person design team; built unified brand systems for apparel, footwear and equipment; increased efficiency and reduced costs by 5x through workflow and contractor optimization; mentored specialists creating products for professional athletes.
Senior Product Designer at Sportmaster
January 1, 2013 - January 1, 2015
Introduced 3D-based design workflow to speed up product development; reduced production cycle costs by 20%; increased skate category market share by 2x; led product design for Sochi 2014 Olympics.
Product Designer at Sportmaster
January 1, 2011 - January 1, 2013
Designed graphics and packaging for multiple sport brands; took over agency workload due to consistently strong performance.
Graphic Designer at IKEA
January 1, 2009 - January 1, 2011
Produced in-store and outdoor communication materials; supported launch of 4 new IKEA stores.

Education

Master of Engineering at Samara National Research University
September 1, 2002 - May 22, 2008

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Retail, Manufacturing, Media & Entertainment, Professional Services
    paper Website

    Premium turnkey website for a real estate brand. Crafted a distinctive digital presence from concept to launch, tailored for a high-end target audience. Developed strategic messaging and immersive visual storytelling through custom video, parallax effects, and bespoke graphic content. Full front-end development included, with special attention to mobile responsiveness to ensure an equally engaging and interactive experience across all devices. Delivered a polished, high-impact website that stands out in a competitive market — both visually and emotionally.

    paper Badminton Racket RC9000

    RC9000 Badminton Racket is a conceptual design project that reimagines the spirit of a legendary ski brand in a completely new product category. It is an attempt to look at a familiar identity from a different angle: what if the brand became more refined, and its signature snow‑and‑ice aesthetic shifted towards air, lightness, and precision?
    The project covers the full creative journey – from concept exploration and visual identity development to 3D modelling, rendering, 3D and AI‑assisted animation, final video and sound editing for a YouTube video.

    paper Boxing Gloves Line Design

    There was a task to create a graphic design of DEMIX boxing gloves and emphasize the difference between good, better and best prices. However, the prints should also provide the brand identity through the whole range. We decided to use the contrast logotype on the side surface of gloves that can be readable in different angles.

    paper Soccer ball series design

    There was a task to create a design of soccer balls for the top level in a range. Design has to be based on a current conception however should look more powerful and aggressive. First of all, I made a matrix of differentiations between different price levels. Next, I created design for top-level according to this matrix and added two colour versions for the winter period.

    paper Bike series design

    Stern bikes. Motion series. Graphic design and frame shape.

    paper Ice skates Brand Identity and product design

    It was a big challenge to create a range of ice hockey skates for Nordway trademark. Nordway it is a leader in the Russian market among ice skates, but we hade to develop something new and unique. So we started with brand identity and family signs. Then we collect a mood board, to explain the main idea and key stylistic elements with colour pallets. According to market analysts, the defence was our main competitive factor in the market. So we started to find some solutions on how to increase the defence factor of our ice skates. During the whole project, we were thinking about the whole range and how we can figure out different price levels thru design elements. Finally, we used the same design elements but created in different ways: prints, EVA or a rubber.