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<channel>
	<title>Asya Aleshina</title>
	<link>https://asyaallo.com</link>
	<description>Asya Aleshina</description>
	<pubDate>Tue, 08 Apr 2025 15:44:15 +0000</pubDate>
	<generator>https://asyaallo.com</generator>
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	<item>
		<title>Mercuryo Rebranding</title>
				
		<link>https://asyaallo.com/Mercuryo-Rebranding</link>

		<pubDate>Sat, 11 Mar 2023 20:32:33 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/Mercuryo-Rebranding</guid>

		<description>
	
Mercuryo went through a big rebranding process last year—the new design language was necessary to present the new positioning of the company which was aiming to become the revolutionary B2B payment service.&#38;nbsp;

	The complex design system was created by Mercuryo inhouse studio designers. It includes a lot of elements to provide visual communications for a large number of channels. It’s remarkably flexible and it’s certainly fun to use.

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	<item>
		<title>Megafon branding projects</title>
				
		<link>https://asyaallo.com/Megafon-branding-projects</link>

		<pubDate>Tue, 08 Apr 2025 15:44:15 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/Megafon-branding-projects</guid>

		<description>
	
MegaFon is a major telecom-led ecosystem brand and a top-tier digital operator in Russia. In 2017 MegaFon went through a large&#38;nbsp; rebranding, which required translating the updated identity into a coherent and scalable visual system. 

	I led and delivered branding projects focused on adapting the refreshed identity across multiple touchpoints, ensuring consistency at national scale. Key initiatives included the launch of a banking program, new tariffs, advertising campaigns, and device lines.


Guides
We worked with Interbrand’s brand guidelines, adapting them for scalable implementation.

&#60;img width="2622" height="415" width_o="2622" height_o="415" data-src="https://freight.cargo.site/t/original/i/1c53bd086f4693b161f34e8022a4fe6360d69d9da2d936241a82a06c3a1b162e/mf1.png" data-mid="229502468" border="0"  src="https://freight.cargo.site/w/1000/i/1c53bd086f4693b161f34e8022a4fe6360d69d9da2d936241a82a06c3a1b162e/mf1.png" /&#62;&#60;img width="2622" height="1762" width_o="2622" height_o="1762" data-src="https://freight.cargo.site/t/original/i/bfb53404aea90d64b3805117848f14774879178466d81b516ddc1062fca6f5f8/2.png" data-mid="229502470" border="0"  src="https://freight.cargo.site/w/1000/i/bfb53404aea90d64b3805117848f14774879178466d81b516ddc1062fca6f5f8/2.png" /&#62;&#60;img width="2574" height="1402" width_o="2574" height_o="1402" data-src="https://freight.cargo.site/t/original/i/12cdfdec78f9d1b31a00afdbe6e57664779fbf86fbc574c7060e000d80ad117a/3.png" data-mid="229506940" border="0"  src="https://freight.cargo.site/w/1000/i/12cdfdec78f9d1b31a00afdbe6e57664779fbf86fbc574c7060e000d80ad117a/3.png" /&#62;
Mobile plansA new branding approach was defined and delivered for MegaFon’s tariff relaunch.



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Megafon Bank


A new visual system was developed for MegaFon’s banking program.


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Megafon devices packaging
A refreshed packaging line was delivered for MegaFon electronics.



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</description>
		
	</item>
		
		
	<item>
		<title>SBER branding system</title>
				
		<link>https://asyaallo.com/SBER-branding-system</link>

		<pubDate>Tue, 01 Apr 2025 19:55:57 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/SBER-branding-system</guid>

		<description>
	
SBER is the biggest and most prominent Russian bank and a service ecosystem. I was the part of the biggest rebranding process
 in its history. My key role was to lead development of branding of external communications and create visual architecture of dozens of sub-brands.&#38;nbsp;

	My team was involved in creating brand positioning, design system, the logo, a system of colours ang gradients, core visual element named Locator, art-direction of illustrations and supporting graphics and developing of the outstanding corporate typeface system.

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&#60;img width="1520" height="952" width_o="1520" height_o="952" data-src="https://freight.cargo.site/t/original/i/7492cfb04d935cfa68b57948ab0bfd3e70e44c9544554668446fcf1a3f0ef1e2/sber2.png" data-mid="229130953" border="0"  src="https://freight.cargo.site/w/1000/i/7492cfb04d935cfa68b57948ab0bfd3e70e44c9544554668446fcf1a3f0ef1e2/sber2.png" /&#62;
&#60;img width="1520" height="700" width_o="1520" height_o="700" data-src="https://freight.cargo.site/t/original/i/d6166ccb15109f027b834f1b44f5b65c120e5aa8db6af28350310df2e8dc7674/project3-pic0.ec77d9ccaa64a9249af9.png" data-mid="229129122" border="0"  src="https://freight.cargo.site/w/1000/i/d6166ccb15109f027b834f1b44f5b65c120e5aa8db6af28350310df2e8dc7674/project3-pic0.ec77d9ccaa64a9249af9.png" /&#62;



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&#60;img width="1520" height="858" width_o="1520" height_o="858" data-src="https://freight.cargo.site/t/original/i/b394818981b9ad885b2c16cc7c2f57a6e54232f33c3452b2bf7822f6eb8a3e76/sber9.png" data-mid="229131152" border="0"  src="https://freight.cargo.site/w/1000/i/b394818981b9ad885b2c16cc7c2f57a6e54232f33c3452b2bf7822f6eb8a3e76/sber9.png" /&#62;
&#60;img width="1520" height="1354" width_o="1520" height_o="1354" data-src="https://freight.cargo.site/t/original/i/7b9ba9a52380df0de5adbd6db0a338cf718a648fe7e58aa715ca4b6584d89cd2/sber9.png" data-mid="229131291" border="0"  src="https://freight.cargo.site/w/1000/i/7b9ba9a52380df0de5adbd6db0a338cf718a648fe7e58aa715ca4b6584d89cd2/sber9.png" /&#62;
&#60;img width="1520" height="1239" width_o="1520" height_o="1239" data-src="https://freight.cargo.site/t/original/i/02c7c2994b8731c5024eab8fb727ebb3ca0e8467ec3433193a6b73305a5cef88/sber10.png" data-mid="229131300" border="0"  src="https://freight.cargo.site/w/1000/i/02c7c2994b8731c5024eab8fb727ebb3ca0e8467ec3433193a6b73305a5cef88/sber10.png" /&#62;
</description>
		
	</item>
		
		
	<item>
		<title>Zangezi: the exhibition and the book</title>
				
		<link>https://asyaallo.com/Zangezi-the-exhibition-and-the-book</link>

		<pubDate>Mon, 13 Mar 2023 06:37:57 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/Zangezi-the-exhibition-and-the-book</guid>

		<description>
	Zangezi is a large project dedicated to the memory of a prominent experimental poet Velimir Khlebnikov and his main poem. The first part includes graphics for the series of exhibitions. The wide image was located on six vertical flags which were placed on the wall. The exhibitions were supported by catalogs and other editorials. The second part is a book which layouts were initially created on the base of exhibition graphics. 
	But in the process, there were a lot of new compositions emerged. The book has two bilingual editions: English/ Russian and French/Russian. The project was recognized in the design community, participated in a wide range of festivals, and got several well-known book awards.


Team: Boris Trofimov StudioPartners: Boslen, Museum of Velimir Khlebnikov, B&#38;amp;D Institute, Ground Gallery




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</description>
		
	</item>
		
		
	<item>
		<title>New year in Mercuryo</title>
				
		<link>https://asyaallo.com/New-year-in-Mercuryo</link>

		<pubDate>Sat, 11 Mar 2023 20:32:34 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/New-year-in-Mercuryo</guid>

		<description>
	New Year's time is very special to everyone who believes in miracles. Before the eve of the year 2022, we came up with a photostory for such believers. Our main goal was to depict the line of the New Year presents that we created for our customers and employees. 

	The main concept of the line was The Journey—in 2021 we were dreaming about journeys, trips, adventures. So we produced the set of things which would be quite handy in all these cases. And our photoshoot is a story about all the festive journeys in the land of dreams.





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</description>
		
	</item>
		
		
	<item>
		<title>Kenneth Anger project</title>
				
		<link>https://asyaallo.com/Kenneth-Anger-project</link>

		<pubDate>Sat, 11 Mar 2023 20:32:35 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/Kenneth-Anger-project</guid>

		<description>
	A project of posters series and a zine for Moscow festival of avangard movies. I was working on communications for the film&#38;nbsp;Inauguration of the Pleasure Dome by underground film director Kenneth Anger.&#38;nbsp;

	The overall style of the project is based on the techniques which were used by Anger—double exposures, lighting effects, and the mysterious occult atmosphere of the film. 



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&#60;img width="6696" height="5794" width_o="6696" height_o="5794" data-src="https://freight.cargo.site/t/original/i/bc2243336f9226df7a43a4202512ffdfe7b78dbf898af5bb4d0559e903500501/pppp.png" data-mid="171410973" border="0"  src="https://freight.cargo.site/w/1000/i/bc2243336f9226df7a43a4202512ffdfe7b78dbf898af5bb4d0559e903500501/pppp.png" /&#62;
</description>
		
	</item>
		
		
	<item>
		<title>Selected posters</title>
				
		<link>https://asyaallo.com/Selected-posters</link>

		<pubDate>Sat, 11 Mar 2023 20:32:35 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/Selected-posters</guid>

		<description>

	
Posters are among my favorite forms of communication even though they’re rare orders these days. Here you can find a selection of works for cultural projects: galleries and indie theatres. Exessive even baroque visual language follows the expressive character of art forms.

	Posters for: Monumental Art Fair at Flacon cultural center, Immigrants play, Vrememir exhibition in Astrakhan Museum of Velimir Khlebnikov

&#60;img width="5712" height="3496" width_o="5712" height_o="3496" data-src="https://freight.cargo.site/t/original/i/22c9cf5a8dd5d0bb99014004a2cf349a66a4e57bff748e3f8c330d06696c8131/Frame-13poster.png" data-mid="171972663" border="0"  src="https://freight.cargo.site/w/1000/i/22c9cf5a8dd5d0bb99014004a2cf349a66a4e57bff748e3f8c330d06696c8131/Frame-13poster.png" /&#62;&#60;img width="5712" height="3496" width_o="5712" height_o="3496" data-src="https://freight.cargo.site/t/original/i/b86a17160dd583650aaddcf7afee90d6bf9bce37ec1a3cf4c5c3d67dd62c07e1/Frame-14poster.png" data-mid="171972174" border="0"  src="https://freight.cargo.site/w/1000/i/b86a17160dd583650aaddcf7afee90d6bf9bce37ec1a3cf4c5c3d67dd62c07e1/Frame-14poster.png" /&#62;&#60;img width="5712" height="3496" width_o="5712" height_o="3496" data-src="https://freight.cargo.site/t/original/i/79063c91324d88c6019e624cc17d08ca1323b59e3c6e4ff8210f0946bdfa866d/Frame-15poster.png" data-mid="171972184" border="0"  src="https://freight.cargo.site/w/1000/i/79063c91324d88c6019e624cc17d08ca1323b59e3c6e4ff8210f0946bdfa866d/Frame-15poster.png" /&#62;&#60;img width="7624" height="4288" width_o="7624" height_o="4288" data-src="https://freight.cargo.site/t/original/i/98bcee280ecc692d924ff24111a5ca30f7ace80311957e9e168711c102f34316/Frame-1199999.png" data-mid="171972205" border="0"  src="https://freight.cargo.site/w/1000/i/98bcee280ecc692d924ff24111a5ca30f7ace80311957e9e168711c102f34316/Frame-1199999.png" /&#62;&#60;img width="5712" height="3807" width_o="5712" height_o="3807" data-src="https://freight.cargo.site/t/original/i/82a60afc5fe2d559543957526578c46725a8e6c65c8b77141239a95a8ee5b684/Frame-19poster.png" data-mid="171972274" border="0"  src="https://freight.cargo.site/w/1000/i/82a60afc5fe2d559543957526578c46725a8e6c65c8b77141239a95a8ee5b684/Frame-19poster.png" /&#62;&#60;img width="5712" height="3496" width_o="5712" height_o="3496" data-src="https://freight.cargo.site/t/original/i/837990ff3e62016de70c396239a08b28e3f454af2c67d0913fd35ef281fddce7/Frame-20poster.png" data-mid="171972242" border="0"  src="https://freight.cargo.site/w/1000/i/837990ff3e62016de70c396239a08b28e3f454af2c67d0913fd35ef281fddce7/Frame-20poster.png" /&#62;&#60;img width="5712" height="3496" width_o="5712" height_o="3496" data-src="https://freight.cargo.site/t/original/i/9d7c874082b8aa4f533d182bd2799c4b55309898885b9ebb3770c6976aab7e10/Frame-21poster.png" data-mid="171972247" border="0"  src="https://freight.cargo.site/w/1000/i/9d7c874082b8aa4f533d182bd2799c4b55309898885b9ebb3770c6976aab7e10/Frame-21poster.png" /&#62;</description>
		
	</item>
		
		
	<item>
		<title>Mercuryo web projects</title>
				
		<link>https://asyaallo.com/Mercuryo-web-projects</link>

		<pubDate>Tue, 14 Mar 2023 12:21:13 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/Mercuryo-web-projects</guid>

		<description>
	We started to renovate mercuryo.io after a large rebranding which was connected to the new positioning of the company. The first aim was to provide the business with an effective marketing tool. So we turned Sales tasks into storytelling of the new landing pages. Secondly, we needed to stay with our bold style. Bright details, vivid photos, and masterful illustrations helped us. 
	&#60;img width="1103" height="531" width_o="1103" height_o="531" data-src="https://freight.cargo.site/t/original/i/d15eacb6e11f2682c7aad61ee0e137e816d58d22b16d511d768e0946b9a45844/WEB_1-high_finfin.gif" data-mid="171586798" border="0"  src="https://freight.cargo.site/w/1000/i/d15eacb6e11f2682c7aad61ee0e137e816d58d22b16d511d768e0946b9a45844/WEB_1-high_finfin.gif" /&#62;Animated branding elements are among the eye-catching features of the pages.




&#60;img width="3690" height="3628" width_o="3690" height_o="3628" data-src="https://freight.cargo.site/t/original/i/fce20b7522dfbaf3b067bf8a51aef84ac8c8688b2e3daa181448415ac48e8f7f/Frame-5-1.png" data-mid="171586547" border="0"  src="https://freight.cargo.site/w/1000/i/fce20b7522dfbaf3b067bf8a51aef84ac8c8688b2e3daa181448415ac48e8f7f/Frame-5-1.png" /&#62;



	The&#38;nbsp;New Year special project started with a challenge: how would you send presents to all your employees all over the world and make this process really special to them? We came up with a versatile solution consisting of two parts: 1) a free e-shop with presents for worldwide employees and 2) a unique game for employees from Cyprus where Mercuryo main office is located.
	&#60;img width="1400" height="788" width_o="1400" height_o="788" data-src="https://freight.cargo.site/t/original/i/8f0ca5c7dcaff86fcb6ff35e0a72611e37b092cc9d94e91ddb9e47607c1e6347/3df0f3163430275.63e5650f4f979-1.gif" data-mid="171625340" border="0"  src="https://freight.cargo.site/w/1000/i/8f0ca5c7dcaff86fcb6ff35e0a72611e37b092cc9d94e91ddb9e47607c1e6347/3df0f3163430275.63e5650f4f979-1.gif" /&#62;The New Year site had special access options for the e-shop and the Cyprus game landing.



&#60;img width="3690" height="4284" width_o="3690" height_o="4284" data-src="https://freight.cargo.site/t/original/i/71c945b281bb55e4ffe2fe7d8bbf92f979865c271be6307f04f581660d154331/Frame-7-1.png" data-mid="171625276" border="0" alt="Both parts of the site" data-caption="Both parts of the site" src="https://freight.cargo.site/w/1000/i/71c945b281bb55e4ffe2fe7d8bbf92f979865c271be6307f04f581660d154331/Frame-7-1.png" /&#62;
&#60;img width="2444" height="1680" width_o="2444" height_o="1680" data-src="https://freight.cargo.site/t/original/i/05d7567827ab65d44c6db6568dc68f22c99eff16162523f7186eafd1987db431/Group-11425-1.png" data-mid="171675539" border="0"  src="https://freight.cargo.site/w/1000/i/05d7567827ab65d44c6db6568dc68f22c99eff16162523f7186eafd1987db431/Group-11425-1.png" /&#62;
&#60;img width="1400" height="788" width_o="1400" height_o="788" data-src="https://freight.cargo.site/t/original/i/1ec02378110e03d8a871fc5c19043ed696d39492d3173e1a6ee1656816953c6b/d33b14163430275.63e5650f4e504-2.gif" data-mid="171672734" border="0" alt="Part 2. The game" data-caption="Part 2. The game" src="https://freight.cargo.site/w/1000/i/1ec02378110e03d8a871fc5c19043ed696d39492d3173e1a6ee1656816953c6b/d33b14163430275.63e5650f4e504-2.gif" /&#62;

	You are welcome to enjoy the full project

	
</description>
		
	</item>
		
		
	<item>
		<title>School of Historical Calligraphy</title>
				
		<link>https://asyaallo.com/School-of-Historical-Calligraphy</link>

		<pubDate>Mon, 13 Mar 2023 00:27:44 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/School-of-Historical-Calligraphy</guid>

		<description>
	The brand identity for the School of Historical Calligraphy which is focused on the deep learning of the mastery of fonts of different historical eras and ancient civilizations. It’s located in a medieval building in the heart of Moscow.
	The identity graphics is based on the thesis that practicing calligraphy is a long and everyday process in the first place. This experience is consisted of repeating basic exercises which were the key to core elements of identity.



&#60;img width="2394" height="1048" width_o="2394" height_o="1048" data-src="https://freight.cargo.site/t/original/i/fd6d6988ea98cf3392206b3a3d9bef7ed9035dc6ee11b69ec2256497e4cc4614/mailArtboard-2-copy4x.png" data-mid="171416310" border="0"  src="https://freight.cargo.site/w/1000/i/fd6d6988ea98cf3392206b3a3d9bef7ed9035dc6ee11b69ec2256497e4cc4614/mailArtboard-2-copy4x.png" /&#62;
&#60;img width="2394" height="1049" width_o="2394" height_o="1049" data-src="https://freight.cargo.site/t/original/i/cc3034deb9608458594a4dd630cc764bd0b215ac619d91effa072b20137e6279/mailArtboard-24x.png" data-mid="171416323" border="0"  src="https://freight.cargo.site/w/1000/i/cc3034deb9608458594a4dd630cc764bd0b215ac619d91effa072b20137e6279/mailArtboard-24x.png" /&#62;
&#60;img width="2394" height="1796" width_o="2394" height_o="1796" data-src="https://freight.cargo.site/t/original/i/d656c834caef27a29ed71f6858c70f739cffaef578a36d0ed8d189544129d868/mailArtboard-54x.png" data-mid="171416334" border="0"  src="https://freight.cargo.site/w/1000/i/d656c834caef27a29ed71f6858c70f739cffaef578a36d0ed8d189544129d868/mailArtboard-54x.png" /&#62;
&#60;img width="2394" height="3073" width_o="2394" height_o="3073" data-src="https://freight.cargo.site/t/original/i/43b7481a2ef8d56ddc8e6dfa6c196be6e61e0f2505acd427a87d1cfe790c2ecd/mailArtboard-74x.png" data-mid="171416339" border="0"  src="https://freight.cargo.site/w/1000/i/43b7481a2ef8d56ddc8e6dfa6c196be6e61e0f2505acd427a87d1cfe790c2ecd/mailArtboard-74x.png" /&#62;
&#60;img width="2433" height="3174" width_o="2433" height_o="3174" data-src="https://freight.cargo.site/t/original/i/c1d501855ec59efd14426f37621d6309543bdff6bf45698bdbb5029570bdf94e/mailArtboard-84x.png" data-mid="171417046" border="0"  src="https://freight.cargo.site/w/1000/i/c1d501855ec59efd14426f37621d6309543bdff6bf45698bdbb5029570bdf94e/mailArtboard-84x.png" /&#62;
&#60;img width="3114" height="2336" width_o="3114" height_o="2336" data-src="https://freight.cargo.site/t/original/i/337e2ba865d561fd592e8a2d838ae0d9425471e28d806c21d011c9db9ab1ae29/8888.png" data-mid="171417026" border="0"  src="https://freight.cargo.site/w/1000/i/337e2ba865d561fd592e8a2d838ae0d9425471e28d806c21d011c9db9ab1ae29/8888.png" /&#62;
&#60;img width="2394" height="3073" width_o="2394" height_o="3073" data-src="https://freight.cargo.site/t/original/i/40333a9716eda0872b8ca86e1e060de39251c8fa88126334713577cee67eae62/mailArtboard-94x.png" data-mid="171416510" border="0"  src="https://freight.cargo.site/w/1000/i/40333a9716eda0872b8ca86e1e060de39251c8fa88126334713577cee67eae62/mailArtboard-94x.png" /&#62;
</description>
		
	</item>
		
		
	<item>
		<title>About me</title>
				
		<link>https://asyaallo.com/About-me</link>

		<pubDate>Sat, 11 Mar 2023 20:32:36 +0000</pubDate>

		<dc:creator>Asya Aleshina</dc:creator>

		<guid isPermaLink="true">https://asyaallo.com/About-me</guid>

		<description>11+ years of creating, learning, managing, and facing the challenge of an experiment.   Hi! My name is Asya. I am an Art Director with a focus on branding and long history of designing stuff mostly in senior roles and with brands you have probably heard a lot about. Based in hot and sunny Limassol, Cyprus.
 What am occupied with these days?
Leading the Brand Team in a award-winning fintech service Mercuryo;Tutoring a group of students in a design school BBE;Mentoring designers through a career service H.
Want to know more?
Please feel free to download my CV. 
And let’s talk projects!&#60;img width="2160" height="2826" width_o="2160" height_o="2826" data-src="https://freight.cargo.site/t/original/i/c628996afe7d8eb88a0a682ef14957d87a335e0824687e13d17d2c172eb346ba/67402406_2834682889892593_9200897697060487168_n-1.png" data-mid="171506041" border="0"  src="https://freight.cargo.site/w/1000/i/c628996afe7d8eb88a0a682ef14957d87a335e0824687e13d17d2c172eb346ba/67402406_2834682889892593_9200897697060487168_n-1.png" /&#62;
</description>
		
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