Event Visual Identity & Environmental Graphics

Best of China was a special Chinese New Year campaign created for Yandex Ultima, bringing together premium transportation and dining experiences in Moscow and St. Petersburg. Running from February 16
to 26, 2026, the campaign invited guests to explore Chinese culture through a series of experiences, from themed pick-up points and chauffeured rides to special menus at partner restaurants.

For the visual concept, we drew inspiration from Chinese advertising posters of the 2000s, embracing their deliberately excessive and kitschy aesthetic. Bold typography, saturated reds, traditional ornaments, oversized flowers, and visual overload became the foundation of the identity. Rather than creating a polished interpretation of Chinese culture, we deliberately pushed the design toward something loud, chaotic, and unapologetically over-the-top.

My role included developing the visual concept and adapting it across campaign touchpoints, including branded spaces, environmental graphics, promotional materials, and printed assets. The result was a playful, visually intense campaign that brought the spirit of Chinese New Year into the Yandex Ultima experience.