XPUP — Academy of Digital Industries
Full rebrand and design system for an EdTech operating across four markets — directed end to end with a team of six, from identity to daily production.
Services
- Creative Direction
- Brand Identity
- Design System
- Multi-Market Rollout
- Team Leadership
Year2024 — 2026
One brand, four markets, six people
Academy of Digital Industries operates simultaneously in Georgia, Czech Republic, Kazakhstan and the UK — four markets, three languages, one brand that had grown by accumulation rather than design. My brief as Head of Design was structural: rebuild the identity as a system the whole company could actually use.
The rebrand to XPUP wasn't a coat of paint. It was an operating decision — a name, a visual language and an architecture built to flex across markets without fragmenting. I directed the identity from strategy through execution: logomark, typography, color system, motion principles and the templates that turn brand rules into daily output.
The real test of a brand system isn't the launch deck — it's week 30, when a designer in one market needs to ship a campaign asset without escalating for approval. I built the system for that moment: shared standards, clear decision rules, and templates that leave room for judgment instead of flattening everything into fill-in-the-blank.
Leading a team of six across time zones, I set up the review rhythms, feedback structure and production workflows that keep quality repeatable. The brand now ships daily across paid, organic, web and internal comms in four markets — with local adaptation built in, not bolted on.
Result: one identity running across 4 markets in 3 languages, produced by a 6-person team, with brand-consistent output shipping daily — and local market teams adapting assets without central escalation.
A system the team can run without me
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