Alexander Goryanin
Diagnosis, brand strategy, platform, naming, verbal identity, and overall coordination.
Fashion retail and e-commerce · St. Petersburg · Working together since 2021
PODIMIS
01 / PODIMIS
From a logo for a future website to a brand that works online and in its own boutique
Together with Maria Basarab, we created the brand's strategic and visual foundation, designed the online store's UX/UI, and extended the system into practical materials and physical space.
Completed PODIMIS boutique · St. Petersburg · photography by Anatoly Vasilyev
The request began with a logo
A focused brief revealed more important questions
The future online store had yet to be created. A graphic symbol could identify the project, but could not answer questions about its name, positioning, character, or voice.
The work began with naming and a brand platform; the visual system followed as their extension.
- 01Name and platformThe foundation for the future brand
- 02Visual languageLogo, color, ribbons, and voice
- 03E-commerceUX/UI and customer journeys
- 04Physical spaceInterior and design supervision
- 05Brand developmentContent, advertising, and support
The name became the start of a system
An original word for a world of its own
PODIMIS is a neologism created for the brand. Its sound brings together associations with podium / podio and miss. The name grew into a verbal identity and brand phrase Get to the Podimis.
The strategic foundation connected the brand to discovery: finding shoes and accessories by independent designers and small Italian makers.
Visual and verbal identity
The ribbon connects different touchpoints
A concise logo is complemented by an oval symbol, vibrant palette, branded ribbon system, and verbal lockup. The elements change scale and function while retaining the brand's character.
The brand's first fully realized environment
Strategy, identity, and customer experience meet in e-commerce
We designed the information structure, catalog UX/UI, product pages, and key user journeys. The visual system supports PODIMIS's character without getting in the way of browsing the range or deciding to buy.
Evgeny GoryaninArt direction, UX/UI, and online store design
Alexander GoryaninConnecting digital decisions to the overall brand logic and coordinating the project
External specialistsTechnical development, 1C integrations, and delivery services
From online store to physical space
Two distinct experiences of one brand system
In May 2024, PODIMIS opened its own boutique in St. Petersburg. The task was not to transfer graphics literally from a screen into an interior.
Svetlana Goryanina developed the interior design and provided design supervision during implementation.
The work continued after launch
A brand continues beyond the presentation, website, or boutique opening
The scope evolves with PODIMIS's current needs, but the strategic and visual logic remains consistent: catalog content, advertising, website support, direct communication, and seasonal in-store work.
- April 2021Name and foundation
Naming, platform, verbal and visual systems.
- E-commerceDigital environment
UX/UI, store launch, and practical communications.
- May 2024Physical boutique
Interior design and supervision by Svetlana Goryanina.
- After launchDevelopment
Content, advertising, website, and seasonal spatial work.
One system works across different environments
Online,
in physical space
and communications
PODIMIS grew from an idea and a focused initial request into a working e-commerce business, a physical boutique, and ongoing marketing activity.
The result exists beyond presentation materials: the name and visual language are used on a live website, in an operating space, and in the brand's content and practical applications.
View PODIMIS
Project team
Different disciplines, one direction for growth
The team changed with the project's stages. The strategic and creative core stayed in direct contact with the client, while specialists joined for specific tasks.
Evgeny Goryanin
Art direction, identity, visual applications, UX/UI, and online store design.
Svetlana Goryanina
Boutique interior design and design supervision.
Anastasia Goryanina
Social media participation at the relevant stage.
Anatoly Vasilyev
Catalog and interior photography. Independent photographer and videographer.
Maria Basarab and the PODIMIS team
Business leadership, product selection, operations, and business development.
The first conversation
A focused task can become the start of a connected system
Not every request needs the same scope as PODIMIS. Tell us about your current need—a logo, website, packaging, or space—and we will determine a sensible sequence of decisions.
Discuss your challengePhone+7 921 791-93-18
OfficeSt. Petersburg
Atlantic City, 126B Savushkina Street
Atlantic City, 126B Savushkina Street