I'm Elena, a product designer and art director helping founders and brands turn complex products into clear, beautiful, and deeply human experiences — from first pixel to full identity system.
A cross-section of product, brand, and art direction work — each built to move a real metric and feel effortless to use.
A ground-up redesign of a neobank app — cutting onboarding from nine steps to three and lifting weekly active users by 38%.
A warm, botanical identity system for a plant-based grocery brand — logo, packaging, and a flexible visual language across 40+ SKUs.
Scaled a scrappy MVP into a mature design system — 120 components, dark mode, and docs the whole engineering team actually uses.
Art direction and layout for an independent culture quarterly — a confident grid, bold pairing, and photography that sets the tone.
A motion-led fitness companion with adaptive coaching — designed for one-handed use and a 4.8-star launch on the App Store.
A portfolio site for an architecture practice — immersive, image-first, and quietly interactive without ever getting in the way.
For over a decade I've partnered with startups and established brands to design products people genuinely enjoy using. My background sits at the intersection of visual craft and product thinking — so the work looks sharp and holds up under real-world complexity.
I care about clarity above all: cutting the noise, finding the one true idea, and giving it room to breathe. Whether it's a full identity, a design system, or a single flow that finally makes sense, I aim for work that feels inevitable in hindsight.
Flexible engagements — from a focused sprint to an embedded long-term partnership. Always hands-on, always accountable to outcomes.
Logos, visual systems, and guidelines that give your brand a distinct, ownable voice — built to flex across every touchpoint.
End-to-end product design grounded in research — flows, wireframes, and polished interfaces that reduce friction and lift conversion.
A cohesive creative vision across photography, illustration, and layout — so every asset feels part of one confident story.
Marketing sites and web apps that are fast, responsive, and beautiful — designed hand-in-hand with engineering to ship, not just to please.
Elena reframed our entire product in a week. She has a rare ability to hold strategy and craft at once — the redesign paid for itself within a month.
The identity she built for us finally feels like us. Vendors, packaging, the app — everything is coherent now, and our brand recall jumped noticeably.
Working with Elena raised the bar for our whole team. Our design system went from chaos to a genuine asset engineers love. I'd hire her again in a heartbeat.
Have a product, a rebrand, or a half-formed idea? Tell me a little about it and I'll get back to you within two business days.