To develop the name, brand identity, landing page, and promo materials for the leadership development program. The new concept needed to clearly communicate the program’s advantages and spark interest in building a career at Arnest UniRus.

The program is designed for senior students and recent graduates who are ready to grow and eventually take on management and leadership roles within the company. Over the course of 2.5 years, participants complete training, launch real projects, and receive feedback from mentors.

We developed three creative concepts for the program’s packaging. After the presentation, the client selected one, and we refined it further.

In the new visual style, we built the landing page: first the design in Figma, then the full layout in Tilda. We also prepared promo materials to support the program launch: a booth for career fairs, social media banners, email design, and a one-pager.

We started by researching the market: what other companies offer in their leadership programs and which advantages they highlight. Then we analyzed the target audience research provided by the client. This helped us identify the intersection between the client’s goals, the program’s strengths, and the needs of the audience.

After that, we held a workshop with the client to dive deeper into the target audience, map out their pain points and how we could address them, as well as define the key associations that became the foundation of the visual style.

Together with the client’s team, we discussed the direction of the work and preferred reference points. There were no other constraints — the client gave us full creative freedom, trusting our expertise.

We developed three creative concept options, each including a name and explanation, a key message, moodboards to illustrate how the visual style could evolve, and sketches of the landing page’s first screens.

The final refined concept was “Track” — a career journey filled with rises and challenges, but always leading to results.

Once the visual concept was approved, we created the structure and copy for the landing page and then moved on to designing the layout in Figma. After that, we built the site in Tilda, connected analytics, and set up the domain.

The concept of the landing page is built around the idea of a career track: along the way, participants face challenges, develop skills, and move step by step toward leadership positions. We emphasised this growth journey through a continuous graphic element — a line that runs across all screens.

In the landing, we used vibrant colours and real photos of interns, current program participants, and company employees. We also enriched the design with graphic elements that echo the main line, extending and reinforcing its idea.

We used bright, open colours in the design to convey the program’s energy and intensity, and to appeal to a young audience. The photos helped communicate the company’s openness and support for participants — if real people were able to complete the program, applicants can feel they can do it too.

The final stage of the project was developing promotional materials: banners for social media and the website, booths for career fairs, and posters. The Arnest UniRus team used them primarily in universities — in email campaigns to students, at career fairs, and across other channels.