Osme

Educational ecosystem

Skyeng is Russia's largest online school. English, math, coding, exam prep. Dozens of products under different brands: Skyeng, Skysmart, Skypro. The company decided to unite everything under one ecosystem with a new name — Osme. A single brand for adults and children, for the Russian and international markets.

The task: create an identity from scratch. Not a redesign, but a new visual language — from strategy to brand passport and two websites.

Brand strategy

Started with the foundation. Brand Heart: why Osme exists, what future it creates, what values guide behavior. Four blocks: Global Purpose, Vision, Definition, Core Values.

Studied the positioning of Apple, IKEA, Spotify, Meta — how they formulate their mission, which values they highlight. Not to copy, but to calibrate the level. In parallel — a brief with the product team. Ecosystem structure, target audience, value proposition, key metrics. Design goal: convey engagement and demand, not utility.

Passport and principles

Before searching for form — the rules. The brand passport defines what's allowed and what's not. Eight categories: principles, typography, color, modular grid, space, graphics, copywriting, photography. The main principle: simple > expressiveness. Everything should be in its place and not raise questions. Complexity signals uncertainty. Simplicity must be functional and clear.

14 directions

Two months of conceptual exploration by a team of four designers — together with three designers from Pragmatika studio. Each direction is not a logo variant, but a system: idea, form, color, typography, application in product and marketing. Creators of Tomorrow Club, Life Explorers, Unlocking Potential, As Simple As Possible, Solar System, Inside Movement, Focus & Icons, Zoom, HELIX, Going Beyond, Volchok, Layers & Infinity, Luchi, Spiral of Learning. Each direction was tested on the same scenarios: homepage, course card, Instagram story, business card. This enabled honest comparison.

Three finalists

HELIX / Inside Movement. A spiral as a symbol of inner movement. Static motion — a form that conveys energy without shouting. Dark palette, contrasting typography, a person in flow. Evolved into a full system with SMM layouts, mockups, 3D visualizations.

Going Beyond + Singularity. Breaking boundaries. Bright forms, iconic system, nods to Meta and modern tech brands. Lots of color, dynamic compositions.

Luchi. Rays as a metaphor for learning. Color experiments — from neon to pastel, geometric patterns of diverging lines.

Website: Russia

The entry point to the ecosystem. Three products — Skyeng, Skysmart, Skypro — under unified navigation. Catalog by age and goal: English for adults, school subjects, Python developer, marketer.

First screen — video with a real person. Not stock photography, but content that conveys atmosphere: learn, get inspired, grow, achieve more. Responsive layout. The mobile version was designed alongside the desktop — not as a squeezed copy, but as a separate experience.

Website: International

English version for the international market. Six languages at launch: English, Spanish, Italian, German, French, Polish.

Different structure, different navigation, different products. Block layout principles: marketing blocks in the catalog, adaptive card grid, lead forms for adults and children. Separately designed: multilingual menu, product pages, ecosystem block with interactive panels, teacher blocks with video addresses.

My role

Brand designer on the Skyeng identity team. Art director — Konstantin Zamurenko. Worked on the project from strategy to final layouts. Developed the brand strategy, conducted positioning research, assembled the brand passport, designed two websites — Russian and international. The 14 concept directions were a collaborative effort with three designers from Pragmatika studio.