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I'm Polina Koroleva, a multidisciplinary senior designer and art director based in Los Angeles with 15+ years of experience shaping brand identities, packaging, and immersive visual environments. I translate complex ideas into cohesive design systems that elevate consumer experiences across digital, print, and spatial formats. I thrive in collaborative, storytelling-driven environments where innovation and brand integrity are paramount. By blending strategic thinking with artistic execution, I craft systems that scale and adapt across cross-functional teams and channels.…I'm Polina Koroleva, a multidisciplinary senior designer and art director based in Los Angeles with 15+ years of experience shaping brand identities, packaging, and immersive visual environments. I translate complex ideas into cohesive design systems that elevate consumer experiences across digital, print, and spatial formats. I thrive in collaborative, storytelling-driven environments where innovation and brand integrity are paramount. By blending strategic thinking with artistic execution, I craft systems that scale and adapt across cross-functional teams and channels.

Polina Koroleva

Brand Designer, Graphic Designer, Art Director, +2

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I'm Polina Koroleva, a multidisciplinary senior designer and art director based in Los Angeles with 15+ years of experience shaping brand identities, packaging, and immersive visual environments. I translate complex ideas into cohesive design systems that elevate consumer experiences across digital, print, and spatial formats. I thrive in collaborative, storytelling-driven environments where innovation and brand integrity are paramount. By blending strategic thinking with artistic execution, I craft systems that scale and adapt across cross-functional teams and channels.…I'm Polina Koroleva, a multidisciplinary senior designer and art director based in Los Angeles with 15+ years of experience shaping brand identities, packaging, and immersive visual environments. I translate complex ideas into cohesive design systems that elevate consumer experiences across digital, print, and spatial formats. I thrive in collaborative, storytelling-driven environments where innovation and brand integrity are paramount. By blending strategic thinking with artistic execution, I craft systems that scale and adapt across cross-functional teams and channels.

Available to hire

I’m Polina Koroleva, a multidisciplinary senior designer and art director based in Los Angeles with 15+ years of experience shaping brand identities, packaging, and immersive visual environments. I translate complex ideas into cohesive design systems that elevate consumer experiences across digital, print, and spatial formats.

I thrive in collaborative, storytelling-driven environments where innovation and brand integrity are paramount. By blending strategic thinking with artistic execution, I craft systems that scale and adapt across cross-functional teams and channels.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Work Experience

Lead Brand Designer at MATTEL INC.

January 1, 2014 - January 1, 2025

Led end-to-end brand design for Mattel’s global portfolio, developing print, digital, and environmental assets across marketing, retail, and product teams. Created brand systems that drove consumer engagement, enhanced visibility, and supported product launches and corporate communications. Directed and designed brand guidelines, product pitch kits, catalogs, collateral, and digital assets; designed immersive retail displays and event environments; collaborated with production and fabrication teams to ensure material quality and cohesion across formats. Applied user research and trend insights to packaging and campaign design, refining resonance with core demographics. Developed environmental design systems and branded signage for gallery spaces and corporate events, aligning spatial experience with brand ethos. Supported strategic pitches and leadership presentations with storytelling tools.

Art Director | Graphic Designer at ADD MARKETING + ADVERTISING

January 1, 2009 - January 1, 2014

Led creative direction and execution of brand communications for high-profile clients across digital, print, and environmental formats. Developed strategic design systems and marketing collateral for digital and physical channels, ensuring brand integrity. Created brand collateral (digital ads, catalogs, banners, presentations) for clients such as Sony, Ford, and Yes To Carrots; designed full-scale visual systems from logo development to brand guidelines; translated campaign strategies into high-impact visuals in collaboration with marketing and product teams; delivered web and social assets, high-fidelity mockups, and production-ready files to support cross-channel marketing and product launches; directed photo and art direction for branded content, optimizing storytelling.