Mondelēz – Milka
Overview
Extensive creative leadership for Milka across Russia, covering multi-year campaigns that spanned packaging, retail, experiential, and digital. As lead Art Director, I drove the brand’s visual direction, ensuring alignment across national campaigns, seasonal launches, and charitable initiatives.
Extensive creative leadership for Milka across Russia, covering multi-year campaigns that spanned packaging, retail, experiential, and digital. As lead Art Director, I drove the brand’s visual direction, ensuring alignment across national campaigns, seasonal launches, and charitable initiatives.
Design Scope
Key Visuals & Campaign Systems: Created and adapted KVs for national campaigns, seasonal promotions, and integrated marketing systems.
Packaging & Limited Editions: Designed seasonal and collectible packaging SKUs; prepared dielines and production-ready files.
Retail & POSM: Developed in-store branding and promo assets (end-caps, displays, wobblers, shelf talkers), ensuring consistency at retail scale.
Experiential & Events: Crafted design support for brand activations, pop-ups, and consumer engagement zones.
Digital & Social: Adapted KVs for online use, social media campaigns, web landing pages, and CRM.
Charitable Projects: Designed and art-directed creative for Milka’s charitable campaigns, aligning visuals with the brand’s empathetic positioning.
Client Engagement: Built and presented concept decks, handled direct client presentations and project defenses, integrated feedback, and finalized all approvals.
Process & Ownership: Led end-to-end design process, including illustration, adaptation, pre-press, and production oversight.
Result
Delivered a unified, emotionally resonant brand identity that spanned multiple campaigns and years, while supporting Milka’s charitable initiatives and strengthening its market presence.
Delivered a unified, emotionally resonant brand identity that spanned multiple campaigns and years, while supporting Milka’s charitable initiatives and strengthening its market presence.
Evidence (available to compile on request)
Creative decks, campaign KVs, packaging proofs, POSM materials, charity campaign visuals, internal approvals, and client presentation records.
Creative decks, campaign KVs, packaging proofs, POSM materials, charity campaign visuals, internal approvals, and client presentation records.
