Avito is the world’s largest classified with 300M+ monthly visitors. At the time of this project (early 2022), it was part of OLX Group.
SimilarWeb website rankings in predefined industry (Classifieds).
Role
I was hired during a major brand identity refresh to translate the new brand into day-to-day marketing communications at scale — from guidelines and a design system to hundreds of layouts and motion assets across verticals (Brand, Services, Goods, Work, Real Estate, Auto).
Highlights
Turned a new identity into a scalable design system for 12+ brand communities. Built guidelines, 3D and motion asset bank, and an auto-layout template library for managers.
+15–20%
engagement across tracked vertical communities
+10–15%
retention rate by unique commenters
+2,800
new professional members in brand communities
Measured vs 4-week pre-rollout baseline. Figures reflect conservative averages across tracked communities over the first 8–12 weeks post-rollout.
12+ brand communities
300M+ monthly website visitors
SimilarWeb traffic & engagement data. Available on the link.
Challenge & goals
The legacy look was outdated and didn’t differentiate brand's verticals. Marketing managers needed a fast, self-serve way to publish on brand communities, so we set four targets.
Responsibilities
I owned the roll-out end-to-end: guidelines, a design system, template library, and a motion/3D asset bank for 12+ channels.
I developed concepts, wrote specs for illustrators, animated assets, and supervised contractors: 3 agencies, 3D artists, and illustrators — with references and acceptance criteria.
Process
Weekly planning
Research inputs
Concepts
Design
System, components
Templates
Internal reviews
Delivery
Publish
Measure & iterate
Design system
Scaled the brand’s new visual identity into a design system: tokenized vertical palettes, type scales, grids, iconography, tone-of-voice snippets, and photo style.
Shipped an auto-layout template library (banners, carousels, stories, avatars, data cards, event covers) so managers could publish without a designer hand-off.
Motion presets
Delivered motion banners for feature explainers and promos.
Reusable 3D asset bank
I created a large 3D asset bank and evolved it into an illustration system.
User generated content
I was responsible for redesigning one of the most engaging content formats on the platform. Changed and upgraded visual style, improving the layouts and coming up with new ideas.
Community stickers
To involve realtors in the Real Estate community, I came up with a sticker pack.
Vertically differentiated visuals
Each vertical community was differentiated by color and a specific illustration set while remaining visually consistent.
Outcomes
Improved time to market: community managers publish independently using approved templates.
Consistency at scale: unified brand across 12+ channels with clear vertical differentiation.
Impact (first months live)
Engagement +15–20%
Median ER per post
Retention +10–15%
Unique commenters
+2,800 professionals
Across vertical groups
Figures reflect conservative averages across tracked communities.
What сhanged for the business
A repeatable design system (tokens → templates → motion), not one-off campaigns.
Faster cycle time from brief to post; more calendar coverage without burning the design team.
Stronger recognition of verticals inside one brand—clearer navigation for users and partners.
Collaborators
Designer: Elena Pogulaeva
Designer: Anna Shatokhina
