99 recycle


Role:  creative direction, social media, event production

In 2019, 99Recycle emerged as Russia's pioneering recycling company, established by a group of engineers and physicists from St. Petersburg Polytechnic University. In the beginning of their journey, the company faced challenges in marketing their products and services due to their overly technical and engineering-focused brand image, which did not resonate with their target market - young, stylish, and artsy consumers.
Together with Alexandra Charno and the team, I helped them reimagine their branding strategy and incorporate new promotional elements: magazine-like bright photoshoots, graffiti in their factory space, local parties and retail pop-ups. With this new concept, 99Recycle was able to attract audience, that might be less familiar with the technical aspects of recycling but is drawn to the appeal of using products made from recycled materials over traditional options. Today, 99Recycle is featured in Russian Vogue and The-Village, collaborates with stars like IOWA and Artemii Lebedev, and has designed for brands including Adidas and Tsvetnoy Moscow shopping mall.



Image source: 99 Recycle