COMMO DNA & STRATEGY
Type
Art Direction
Company
Yandex
Link
Team
(AD) Maria Brish
(AD) Galina Sholokhova
(ID) Avenir Babin
(CP) Anna Kraynova
(CP) Darya Tanzharikova
Commo is Yandex's consumer electronics brand — chargers, cables, power banks, earbuds, speakers, cases. It launched in March 2022 and grew to over 400 SKUs. My role was building the industrial design DNA from scratch: the foundation that defines how every product in the line looks, feels, and communicates.
IDEA
The starting point was a competitive market with a lot of sameness — products that worked fine but didn't communicate anything. Research showed the audience gravitating toward minimalism, but not as an end in itself. The question became how to build something restrained without it disappearing into the background. That shaped the structure: a shared set of principles that could hold the line together while leaving room for each product category to be itself.
PROCESS
The work started with mapping user segments and defining what each product line needed to communicate to each of them. From there, the design language took shape — geometries, rounding radii, material choices, color palette, branding principles. It went beyond visuals: sound design, tactile feedback, the way light interacts with a surface. Every detail that tells a user something about what they're holding was considered and documented.
OUTCOME
The outcome is a product line with a recognizable design language and the guidelines document behind it — capturing the brand's philosophy, design principles, and the specific decisions that define the line: geometries, color, materials, interaction details. A reference point that keeps new products coherent with the ones before them, without locking every decision down.
