2019–2020Identity / Digital / Strategy

Sberdrug

Identity, design system and interface art direction for Sberbank’s internal platform. Developed in 2019, a year before Sberbank’s rebrand and the appearance of the Sber Salute sphere.

Design director

Meeting the app through colour and a short greeting

Connect a task with its solution.

Sberdrug helps employees find internal services and complete work tasks. As design director, I led identity, design-system and interface work. The service was conceived as a channel, guide and connecting link: simplicity, connection, flow, joy and a human face for digital services became the design criteria. They led to a line and smile, then to an atom uniting the services in the final system. The project was developed in 2019, before Sberbank’s rebranding.

A guide through the working day

The platform’s role was defined through everyday employee tasks. Clear actions, short copy and feedback became criteria for both identity and interface.

First presentation. The service between a task and its solution

Exploration: a connecting link

During exploration, a line joined the necessary points and a smile gave technology a human character. Simple symbols varied its expression. This was an exploration preceding the final system.

Early mark: a smile and the service name

Expressions for different tasks and states

A distinct voice

Short first-person lines—“I am a connection”, “I am a helper”, “I am a guide”—explained the service’s role. The connecting line became a flexible graphic device.

Connection as an object: a spatial interpretation of the early ribbon

“I am speeeed”: character in a single message

Early app screens with the smile and ribbon

The final direction

The atom shifted the emphasis from joining two points to uniting internal services. The explored form changed, while the principle of quick, comfortable task completion remained.

Final mark from the guide: the atom and the name

Saturated colour, a soft highlight and the atom’s volume

Usefulness as a rule

The guide-manifesto calls for simple layouts, sufficient information and copy without bureaucratic language. Design helps complete an action instead of keeping people in the app.

From bureaucracy to a human voice: examples from the guide

Original onboarding, search and colleague-contact screens

One atom per screen

The atom’s colours distinguish catalogue sections. A limit of one per screen protects interface hierarchy; outside the product the palette allows more freedom.