CREATIVE &ART DIRECTOR

Portrait of Katerina Sheludko
Close-up of Katerina's eyes
Katerina smiling

Creativity isn't the art of making things beautiful. It's the art of making meaning clear.

and making money.

Katerina Sheludko

10+ years in design, art direction, and brand for a global health app trusted by 30M+ people. I set visual direction, build multidisciplinary teams, and design the systems — creative, operational, AI-enabled — that keep craft exceptional at scale.

Creative Leader

Brand, Product & Organic Growth

Selected Work · 2019—2026

Brand drives growth Growth builds brands

{the story, chapter by chapter}

Every case below is the same product — Simple, a global health app trusted by 30M+ people. I joined from MVP as a content designer making assets by hand. I grew into the creative lead building the team, the systems, and the brand platform that won industry awards.

Chapter 1

One creative system. Three brands.

Problem

One creative team, a growing portfolio of brands — and no room for bottlenecks or diluted identities.

Idea

Identity and art direction built as systems: guidelines, playbooks, and AI-assisted workflows, so every brand keeps its own voice while one team ships them all.

My role

Visual identity, art direction, and creative systems across the portfolio, in collaboration with Product, Marketing, Content, and Innovation.

KOVA brand system: wordmark, app screens, brand tiles, and educational content cards
Simple AI health coaching: meal-scanning phone app, food plates, and a menu with nutrition scores
Foodfren brand system: yellow wordmark, nutrition cards, intermittent fasting content

Chapter 2

The AI-enabled content engine:

Problem

Subscription health apps live or die by retention. Users needed reasons to come back between milestones.

Idea

An AI-driven educational content program — art-directed once, produced as a system. Templates and AI-assisted workflows let a one team ship at the scale of a big one.

My role

Creative and art direction of the program; built the production workflow behind it.

Making craft scale

Organic content - Workbooks, education, social — one engine: art-direct once, template it, let AI carry the volume. Craft stays exceptional; the numbers compound.

Simple workbook page: your 7-day facial massage routine Simple workbook page: the lymphatic system

+120 YoY

revenue growth

*After refunds

By strategic rethink of the in-app workbook experience — mobile-first structure, sharper readability

+15% LTV

increased

By art direction
of the AI-driven educational content program

Art-directed once, produced as a system: prompts, templates, and QA baked into the workflow.

1200+

unique creatives

Just for Instagram in one year

A small team shipping daily at brand quality — AI-assisted pipelines carry the volume, guidelines keep the craft.

Instagram stories from the AI-driven content program: watermelon nutrition and menopause training advice

Chapter 3

Say hello to Blinky — brand expression, shipped as product

Problem

AI health coaches all sound the same — polite, clinical, forgettable.
When motivation fades, a functional tone won't bring people back.

Blinky — a fluffy purple mascot with big eyes, video still
Full strategy

But weight loss is emotional.

Blinky in product: app home screen with the mascot, ‘Trusted by millions’ stats, and Get Started button

+20% CTA

After shifted brand narrative & strategic redesign: from functional AI coach to gamified tone rooted in "simplify your weight loss journey".

Led an award-winning
brand campaign end to end

Awards: Digital Health Awards Winner 2025, MedTech Breakthrough Best Virtual Health Coach, Cannes Lions Digital Health participant 2025
Campaign video still: a person holding a phone

Approach

How I work

01

Systems over heroics.

Guidelines, playbooks, and templates — so quality survives both scale and deadlines.

02

Data sharpens craft.

Every creative decision starts as a hypothesis. +18.7% Day 1 engagement came from design A/B tests — not taste alone.

03

AI is a workflow, not a gimmick.

I build AI-assisted pipelines that let small teams ship like big ones — without losing the craft.

04

Teams grow brands.

Multidisciplinary in-house team plus a network of illustrators, agencies, and freelancers — briefed well, trusted fully.