Polina Pasechnaia
Visual designer working across branding, editorial and digit
ActivForce: Meta ad campaign concept
A small ad set for ActivForce, a handheld device that measures strength and range of motion for physical therapists. The idea is "From Manual to Measurable": two 1:1 feed ads as an A/B pair (illustration and product) plus a Stories version that shows the device in use with real measurement data. I built a custom brand illustration instead of generic healthcare stock, and kept the look clean and restrained, because for clinicians simple reads as credible.
Tools: Figma, Midjourney, Claude
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ActivForce: Meta ads concept. A/B feed pair and Stories for a strength and ROM testing device, built around "From Manual to Measurable".
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YouTube True Crime visual Identity & branding: I developed a concept visual identity for true-crime creator Gabulosis, starting from her existing imagery and the magnifying glass as the main visual cue.
I first sketched the logo by hand, then manually refined it into a custom wordmark combining investigation, horror, and ransom-note references. From there, I built the colour system, typography and cinematic key art for vertical and horizontal digital formats. AI was used only to extend the limited source photography for the hero image. The concept, logo, lettering, palette, layout and final art direction were developed manually.
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Recently finished working on illustrations for in-app feedback screens for an educational app.
The tricky part was recreating an AI-generated character style, but making the visuals feel more playful and consistent while working with pretty detailed references.I also redesigned a comparison table into something more visual and app-friendly, while keeping the provided text and layout constraints.
Probably the most challenging part was making quite rigid copy feel natural in the UI 😅
Now waiting for feedback from the company. What do you think?
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Welltory Health-Tech Visual Design & ASO
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