About Sergey

I moved to Los Angeles earlier this year, and before that: Oakland, Vilnius, and a town called Mazyr in southern Belarus, which is where I grew up. I spent most of my life living in differe.

My last job was at a cybersecurity startup called YSecurity, where I was the first non-engineering hire. I built the brand and everything marketing-shaped from nothing. Traffic went up 4.6x during my time there, which the CEO didn't quite believe until we ran the numbers a second time. The work I want to make more of, though, is closer to what I was doing before: consumer brands, packaging, campaigns. Ozon and Illy are the two projects I'd point at first.

I have opinions about brand work. The one I'll bore you with here is that most of it explains too much. When a company actually knows what it is, the design gets to be quiet. When it doesn't, you end up with twelve fonts and a sub-brand.