Brand Manager & Creative Team Lead
Leading global creative strategy and visual identity
Elina Uretsky
Rakuten Viber
The Challenge:
Viber aimed to strengthen its global brand and unify its visual identity across digital, social, and in-app experiences for diverse B2C audiences.
​The Approach:
As Design Team Lead and Brand Manager, I led the creative strategy and an international team, evolving Viber’s visual identity, building cohesive design system and brand book, refining brand tone of voice. I collaborated closely with marketing, product, and regional teams to ensure consistency and cultural alignment.
New Illustrations​
Developed a brand-new, unique illustration system to strengthen Viber’s visual language, enhance storytelling, and make the brand clearly recognizable across diverse markets.
Emoloyee Branding
Developed an employee branding visual style, inspired by the app’s UI, to unify Viber’s global offices and reinforce internal brand identity.
The Impact:
Led the team to deliver a unified brand identity and visual language, increasing engagement and driving stronger global recognition. Positioned Viber as a lifestyle brand, not just a messaging app.