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vlad is an experienced product and design leader with a focus on creating meaningful digital products, currently shaping the future of work at miro.com as head of design.

his diverse background across design, product management, brand, comms, and research, creates a holistic perspective on how things should work. in connection with an authentic leadership style, it becomes the just-right blend for navigating the ambiguity, leading cross-functional teams, and strategizing memorable experiences.



i'm on a mission to bring beauty and clarity through design leadership. that short yet comprehensive statement reflects the things i'm trying to do throughout my conscious life.

even if it feels a bit abstract from the beginning, i'll help you to get the idea. as a big fan of meaningful word choice, I'd like at first define the terms:

*mission is the purpose of doing things in a certain way according to your values and principles.

*beauty is a category, referencing to sensorial experiences — mostly visual and audial — that pleases our aesthetic feelings.

*clarity is the quality of being coherent and intelligible.

*design s an act of defining models, processes, artifacts, concepts, or messages.

*leadership is an ability to motivate and empower people to execute shared vision based on mutual commitment.

so, that's my mission: to bring beauty and clarity through design leadership.




this semantic field corresponds with me:

aesthetics, analytics, art, authenticity, business, co-creation, collaboration, commitment, communication, community, craftsmanship, critical thinking, culture, design, digital, diversity , dry flowers, electronic music, empathy, ethics, experience, experiment, exploration, fashion, freedom, graphics, humanism, impact, intuition, kindness, leadership, management, meaning, meditation, mission, modern, nowness, observation, partnership, photography, product, research, responsibility, strategy, style, support, sustainability, systems, technology, trust, typography, uncertainty, vision, www.

i've discovered my passion for the design by accident in childhood while playing with slices of fabric in a granny house and thinking about fashion look styling for dolls. it was very unconventional in russia in the late 90-s — early 2000-s, i assume it's still so. well, i've quit my hobby to focus more on computer games, martial arts, and lego — yeah, quite masculine, i know. my favorite part with the lego blocks was building new models out of existing ones what doesn't fit the instruction but unveil the creativity, rely on intuition, and deal with constructive obstacles. after assembling them, i've been defining superpowers for the characters and putting them to the imaginative world for my own gameplay. 

lately, in the mid-school, i've been taking guitar classes, as well as poetry classes with readings. i believe it played a central role in developing an aesthetic feeling within myself. on the other hand, martial arts, and hiking helped a lot with the willpower and executing your commitments over time and establishing a strong connection with nature.

i've ended up being invited to the largest and well-known center in russia for talented youth. luckily, i've grabbed dad's camera and by change took the very first prize in a photo contest for the unique perspective. wow. 

what's changed the whole trajectory of mine. being somewhere in-between passion to mathematics and physics, also putting much effort into the russian literature, i've realized, that's a strange combo of rational coupling with a creative will guide me through the life. 

i have no outstanding drawing skills, but the software enabled me to express myself and provide my vision to the world. while taking photos and playing with endless filters and settings in photoshop, i've started noticing it takes be deeper and deeper. 

in parallel, before the final exams at school I’ve absolutely randomly was invited to participate in the contest which was called “student of the year”, lol. i’ve almost sucked there — but what the most important: I get the educational credits to learn managerial and negotiation courses for free from the tallinn school of management. it seems like a fun, so, I've enrolled. after the education period, we had two case-study tournaments to prove our skills. classical one, and the more speedy one. i’ve fucked up (again) with the classical one — but what the most important (again) — I’ve been invited to study “web-design” in the russian-british institute of management for free. and what’s defined the rest of my professional life. (btw, I won the speedy tournament the next day.) 

so, yeah, i’ve accepted the offer and i’ve been learning design as well as management in the managerial institute back to 2012 even before it became mainstream. well, technically I'm a design manager by diploma :–)

nowadays, i've deeply appreciated my diverse background and the mixture of personal and professional experiences which helps me to become a truly multidisciplinary human with a broad range of interests.

i love the intersection of things, complex domain areas, and working across different functions to make sure the experience we creating is a holistic one. i used to work as a sales manager and distributor, as an instructional designer and editor, as product and design manager, brand designer, graphic designer, ux designer, product designer, and, of course web-designer or digital one — all the same; episodically i've been finding myself in role of photographer, lecturer, educator, creative technologist, strategist, copywriter, researcher, stylist or even a chief for some projects.

the idea of multiple identities or multiple representations of myself is greatly fulfilling and energising for me.

if you’d like to do something together — don’t hesitate to say hey: vladzely@gmail.com