# Sergh Pavlov

> I’m Sergh, a designer and art director working across websites, identities and campaigns. I develop visual directions and turn them into things people can see, use and interact with. Based in Guangzhou, China.

This is the published content of Sergh Pavlov’s portfolio. Notes are written in English and Russian. Project galleries are visual; case studies also include a written narrative. Use the linked pages for the original context and media.

## Pages

- [Home](<https://sergh.site/>): Introduction and selected work.
- [Work](<https://sergh.site/work>): Projects and galleries.
- [Experience](<https://sergh.site/experience>): Current practice, skills and background.
- [Notes](<https://sergh.site/notes>): The published notes feed.

## Practice and background

### Currently

Since 2024, I’ve been an Art Director at NEU, working on brand and digital projects and campaigns. My practice includes both setting a direction and making the work: from concepts and visual systems to interfaces, websites and launch materials.

Alongside NEU, I work independently with creative studios, directors, technology companies and consumer brands. I collaborate with strategists, designers, developers, motion teams and producers, depending on what a project needs.

### How I work

I move between identity, interface and motion, connecting them through a coherent visual language. Typography, images, information structure and interaction all contribute to how a project comes across.

I work hands-on through design and production. For digital projects, that can include prototyping and building in code, shaping responsive behaviour and working with content systems. I also use AI tools for exploration and prototyping as part of the process.

### Through projects

The NEU website brought art direction and interface design together in a media-heavy archive. For Sphere, I designed and built an immersive portfolio with a WebGL opening, motion-led navigation and a CMS work archive. Brag took me into product flows: turning article links into Instagram carousels and stories.

My work also includes identities for SPS and GT, campaign art direction for AliExpress, and seasonal illustration campaigns for Zapp. These projects span digital interfaces, moving images and physical applications.

### Background

Before NEU, I worked as a Communication Designer at Blueshift from 2022 to 2024, creating social content, motion, presentations and campaign communications with a distributed international team. Earlier, I worked with the founder of What’s on the Star? on the first web and iOS experiences, from user flows and content hierarchy to interface design.

I studied Communication Design at HSE Art and Design School. Today, that background in visual communication sits alongside my work in digital design and development.

## Projects

- [GT](<https://sergh.site/work/gt>): GT had the foundations of a strong brand but lacked a distinctive visual voice. I led the creative direction, developing a culture-inspired identity system that gave the brand a bolder presence and a clearer point of vi…
- [NEU](<https://sergh.site/work/neu>): A digital experience that communicates the studio’s work with greater clarity, confidence and personality.
- [Brag App](<https://sergh.site/work/brag>): Brag app turns busy article pages into instagram-ready materials.
- [Reason Pictures](<https://reason.pictures/>): Reason Pictures needed a digital presence that matched its reputation within the film industry. I led the art direction across the website, merch and supporting digital assets, creating a cohesive visual language that f…
- [SPS](<https://sergh.site/work/sps>): SPS required an identity that could feel approachable without sacrificing clarity. I designed a flexible visual system and interface language that supports both the product and the in-house team, making it easier to cre…
- [Felix Umarov](<https://sergh.site/work/felix-umarov>): Felix Umarov’s work is defined by restraint and cinematic precision. The goal was to translate those qualities into a digital experience. I led the art direction and interface design, creating a website that feels under…
- [Balance the mix](<https://sergh.site/work/balance-the-mix>): Repositioned a London-based non-profit through a bold visual identity, making the organization feel more contemporary, approachable and culturally relevant.

## Notes

- [I moved to Guangzhou.](<https://sergh.site/notes/i-moved-to-guangzhou>): 2026-10-04; en. A little life update: I’ve moved to Guangzhou. I’m an art director and designer, and I came here curious about the people and ideas around me. I’d love to meet designers, founders, makers and other creative people in Gu…
- [Note on design](<https://sergh.site/notes/note-on-design>): 2026-03-17; ru. Мне кажется, дизайн все-таки нужно делать очень быстро. 15 минут – этого достаточно, чтобы сделать макет и понять, работает он или нет; это как раз те 80% . Просто ты либо можешь это сделать, либо нет. И это не талант,…

## Contact

- [Email](<mailto:serghpavlov@gmail.com>)
- [LinkedIn](<https://www.linkedin.com/in/sergh-pavlov-25762a25a/>)
- [Instagram](<https://www.instagram.com/sergh.p/>)

## Optional

- [Full text](<https://sergh.site/llms-full.txt>): Experience, project descriptions, case study narratives and complete notes in one plain-text document.