Creative Director · Arseniy Okhotin

From a new niche
to steady sales.
Easy.

I get up to speed in a new niche fast, find the formats that work and grow the business numbers. I set up research, production and analytics on AI, and from there they run on their own.

See the case How it works

Idea makerSystems builderCross-disciplinaryAI pro-user

One loop
for everything

A stone gate with a glowing rift and steps; four plates carry the loop: signal, decision, production, proof.
15+ years In design
3.5 years Leading a team of 10+
CR · CTR · ER · ROI Content metrics, automated
FPY · time · revisions Per standard task

Same product,
different pitch

01 Case

RAWMID · brand platform and visual system

Brand: from idea to clubs

Built the brand platform: idea, mission, values, audience research. Tied it to the product logic, the brand language and buyer groups, and to how content speaks to each group. Illustrated the visual language and scaled it across packaging, merch and marketing materials.

Home-appliance brand, 35+ SKUs, 7 channels, 10+ products and 10 campaigns a year. Product-card CTR 1.7% → 3.4%, engagement on AI visuals ×1.5–2.

Interest clubs (concept): RAW · FIT · VEG · GARDEN · FAMILY and more

See the brand case

Early brand identities · Behance

Brand products in an everyday scene: a bottle and a lunch box in hand.
Line packaging before the rebuild: mismatched boxes with no shared language.
Packaging after the rebuild: one visual language across the line.
Shot references and storyboards for brand shoots.
Social layouts: recipes and products in one visual language.
RAW club kit: blender, bottles, mug, apron, bag and RAWMID appliance packaging

02 System

How a decision gets made

Demo: one goal from signal to standard. Each step is its own Notion database, and the links between them are live. Names are replaced with numbers, so what you see is the mechanics.

Metric collection runs end to end on one social channel, from post to goal. The same setup is ready for YouTube and marketplaces.

Demo

Standard processes are written up as skills for the team and AI agents, and updated after every task.

Real databases,
not a mockup

03 Cycle

One turn:
from research to format

Development — finding and testing the new

  1. Research — market map, references
  2. Diagnosis — gap: goal vs. actuals
  3. Hypothesis — what we change and the effect we expect
  4. Concept — mockup, prototype, team brief
  5. Test — measured on the audience
  6. Insight — what held up and where it stops
  7. Format — template and skill for the team

Scale: the format moves into regular output

  1. standard task
  2. production
  3. acceptance
  4. release
  5. actuals

Knowledge: evidence → atoms → patterns. Output actuals and test insights build up here; its patterns feed new hypotheses.

Agents already run KPI fact collection and nightly runs.

The database counts,
not me

04 Team

My standard became the team’s workflow

3.5 years leading the creative team of a home-appliance brand: design, photo, video, SMM and work with marketing.

Team load: tasks, hours and deadlines for each person.
Per-person metrics: tasks, hours and revision rounds for each team member.
Standard tasks: average time and revision rounds by type of work.
Idea base: ideas with description, status and links.
Knowledge-base card “Lighting wide shots”: light and shadow broken down on two frames.

10+ people Design, photo, video, SMM
15–20 videos A month
10+ campaigns Ad campaigns a year
10+ products Launched a year
2.4 → 0.7 Revision rounds per task

05 Niche

What I bring
into a new niche

The four stones the gate is built from. I grew each of them over years, and each one works in any niche.

The year
a layer appeared

Four stones of the gate before assembly: signal, solution, proof, production

  1. I research

    • 2022 Knowledge base: ideas, materials, references
    • 2025 Audiences and buyer jobs
    • 2025 Competitor analysis

  2. I invent

    • 2024 RAWMID brand platform
    • 2025 Hypotheses, experiments, formats
    • 2026 Goals and key results

  3. I test

    • 2025 Ozon and WB product cards: CTR doubled
    • 2025 Norms for typical tasks: hours and revisions
    • 2026 Metrics collected automatically

  4. I produce

    • 2011 Identity, packaging, social, web
    • 2019 Art direction
    • 2022 In-house team, work in Notion
    • 2023 AI in production
    • 2024 Guides and a shooting standard
    • 2025 Creative director
Arseniy Okhotin, creative director

06 Contact

Looking for a creative director role

Consumer brands, e-commerce, marketplaces. I’ll start with a breakdown of your niche.

ezmail2222@gmail.com Telegram channel Resume (PDF)