CREATIVE &ART DIRECTOR

Close-up of Katerina's eyes
Katerina smiling
Portrait of Katerina Sheludko
Katerina's hand resting on her shoulder

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.

CREATIVITY ISN'T THE ART OF MAKING THINGS BEAUTIFUL. IT'S THE ART OF MAKING MEANING CLEAR.

Awards

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

Say hello to Blinky — brand expression, shipped as product

Full strategy

Problem

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

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

Brands

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

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.