Freeman | Valentina Balashova

At Freeman, I developed creative across brand identities, animated campaigns and event experiences. My work included the Camp Buck brand concept, the Chaos to Calm campaign,
Studio Blue’s evolving visual expression and the 2025 Impact Report.

I combined hands-on art direction with guiding a designer and collaborating with copywriters, illustrators, animators and production partners, connecting the creative idea to the final work.

MY ROLE

Concept development · Art direction · Brand identity · Campaign storytelling · Creative team and partner direction

EXPERIENCE

Art Director · October 2025–September 2026

I helped evolve Studio Blue’s visual expression through color strategy, typography, imagery and brand guidelines. The work explored a lighter, more editorial direction that gave the brand a distinct presence within the Freeman family.

I presented creative recommendations and collaborated with creative, marketing and web partners to extend the direction into proposed website applications.

MY CONTRIBUTION
Art direction · Visual exploration · Brand guidelines · Website creative proposal

The Studio Blue brand guidelines were reworked to create a more distinctive and cohesive visual identity for the brand. The updated system expands the color palette, refines typography and imagery, and introduces a flexible graphic toolkit designed to work across digital, print, and experiential applications. The result is a clearer, more expressive brand system that gives Studio Blue its own visual presence while maintaining a connection to the Freeman brand.

I developed a phased website redesign proposal to bring the Studio Blue digital experience in line with its evolved brand identity. The approach explored how the existing Freeman framework could be adapted with Studio Blue’s updated visual system, while introducing more customized layouts, stronger storytelling, and a more cinematic use of imagery. The proposal mapped a path from an efficient brand transfer through deeper customization and a potential full redesign, creating a scalable direction for a more distinctive Studio Blue web presence.