Hi, I’m Elena, a designer who builds the systems and stories that bring brand, product, and experience together in ways people actually care about.
Right now, I lead a global design team at Fanatics, reimagining how fans connect through digital collectibles and live commerce. My work spans scaling design practices, connecting product and brand strategy, and exploring how AI can make creativity faster, smarter, and more fun. I also oversee our Creative Studio, unifying product, brand, and marketing design so every fan touchpoint feels like part of one cohesive story.
Over the years, I’ve worn a lot of hats, from start-up scrapper to agency creative to Fortune 500 design lead. I led design for Curse Voice (acquired by Amazon → Twitch Desktop App) and have since guided cross-functional teams across esports platforms, live digital products, and everything in between. My sweet spot is where craft meets clarity: where systems meet emotion, and strategy meets surprise.
To me, design is digital wayfinding, helping people move from point A to point B, with a few sparks of delight along the way. I care deeply about growing strong, happy teams, making the work work better, and creating products that truly mean something to the people using them.
I’m originally from Kyiv, Ukraine, and earned my Master’s in Graphic Design in Florence before moving to the U.S. These days, I live in Orange County with my partner and our French bulldog, Marzipan, my most honest design critic.
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