Brands live or die by perception. Forget making things just pretty. I build brand systems rooted in strategy, data, and visual identity design – brands that transform perception, win loyalty, and drive measurable impact.

Ekaterina Smal

Brands live or die by perception. Forget making things just pretty. I build brand systems rooted in strategy, data, and visual identity design – brands that transform perception, win loyalty, and drive measurable impact.

Available to hire

Brands live or die by perception. Forget making things just pretty. I build brand systems rooted in strategy, data, and visual identity design – brands that transform perception, win loyalty, and drive measurable impact.

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Language

Russian
Fluent
English
Fluent
Spanish; Castilian
Fluent
Ukrainian
Intermediate

Work Experience

Architect at Private clients
March 31, 2024 - September 5, 2025
Designed 15+ urban, interior, furniture, and product projects into brand-driven experiences in Spain and the USA, blending user psychology, strategy, and cohesive visual storytelling. Spearheaded two high-impact environmental projects, improving NYC’s LIC IBZ logistics by 6-10% and co-developing a 100-year coastal-preservation strategy for the Chagos Archipelago. Synthesised over 2 million geo-spatial and user-data points into 30+ analytical diagrams supporting investment planning and identifying over 10 high-impact implementation zones. Automated research and design workflows using Python, increasing data-processing speed by 30% and improving stakeholder clarity with accurate visualizations.
Lead Designer at mog.space
March 1, 2024 - Present
Spearheaded brand identity and end-to-end design of a premium baby stroller, integrating inclusive design, digital branding, and UX research to strengthen market positioning. Conducted a four-month audit of 26+ brands and 90+ products using usability testing and customer reviews, driving an 8% uplift in ergonomic comfort and reducing reported pain points. Generated a 'national production for locals' market differentiation by optimizing visual, production, quality, and pricing strategies, resulting in a 25% cost reduction compared to closest competitors. Collaborated with 5 cross-functional teams (marketing, engineering, sales, finance, legal) using Agile methodologies to deliver cohesive product launches aligned with business objectives.
Graphic Designer at Private clients
December 31, 2022 - September 5, 2025
Developed brand identities for 4 companies, improving consistency across digital and physical touchpoints, resulting in up to 40% growth in brand awareness. Transformed restaurant’s visual identity through cohesive storytelling and strategic photography, boosting Instagram engagement by 17% and profile mentions by 7%. Applied sales analytics to menu redesign with strategic illustrations, leading to an 18% increase in high-margin item sales. Partnered with founders and IT teams to align visual identity with business goals and user experience, enhancing customer journeys and increasing CTA engagement by 12%. Worked with clients such as Rideoo, Broad Homes, RaceX, Komfas, Komus, Alex Veloce, and others.
Architect at Private clients
September 1, 2022 - March 1, 2024
Designed 15+ urban, interior, furniture and product projects in Spain and the USA, blending user psychology, strategy and cohesive visual storytelling. Led two environmental projects: improved NYC LIC IBZ logistics by 6-10% and co-developed a 100-year coastal-preservation strategy for the Chagos Archipelago. Synthesised 2M+ geo-spatial and user-data points into 30+ diagrams guiding investment planning and identifying 10+ high-impact implementation zones. Automated research and design workflows using Python, increasing data processing speed by 30% and improving stakeholder clarity through more accurate visualizations.
Interior Designer Assistant at Private clients
December 31, 2021 - September 5, 2025
Graphic Designer at Private clients
January 1, 2017 - January 1, 2022
Developed brand identities for B2C/B2B startups, improving consistency across digital and physical touchpoints with up to 40% growth in brand awareness. Led cohesive storytelling and strategic photography for restaurants, boosting Instagram engagement by 17% and profile mentions by 7% in 30 days. Applied sales analytics to menu redesign with strategic illustrations, increasing high-margin item sales by 18%. Aligned visual identity with business goals and user experience with IT teams to enhance e-commerce journeys and increase CTA engagement by 12%.

Education

Degree in Architecture Studies at ETSALS, Ramon Llull University, Barcelona, Spain
January 1, 2016 - January 1, 2022
Secondary School (Sixth Form) at St. Anthony’s College, Mijas, Spain
January 1, 2014 - January 1, 2016
Brand Management (course) at University of London, London, UK
January 1, 2025 - September 5, 2025
Brand Management (course) at University of London
January 1, 2025 - December 17, 2025
Degree in Architecture Studies at ETSALS, Ramon Llull University
January 1, 2016 - January 1, 2022

Qualifications

First Prize — Llums de Nadal 2018
December 24, 2018 - December 17, 2025

Industry Experience

Real Estate & Construction, Consumer Goods, Retail, Transportation & Logistics, Professional Services, Media & Entertainment, Software & Internet, Education