I am Eugene Kazakov.
I live in New York and I am a generalist in the field of branding.

I provide a variety of services, from developing brand concepts to product design, trademark/logo creation, and full design language systems. I can take on many roles within a project — as a brand visionary, strategist, creative or art director, graphic designer. I keep the entire picture in mind and fine-tune it as the project evolves.

Design, for me, is not a goal — it’s a tool. One of many. It becomes meaningful only when used in service of clarity, strategy, and authenticity. Design is how I help a business speak clearly and act confidently — without losing its essence. It’s one of the instruments I use to help a brand grow organically and create real, measurable value.

Why brand?

A well-built brand isn’t just beautiful or consistent — it’s effective.

• It makes hiring top-tier talent easier.

• It simplifies sales and justifies higher prices.

• It builds a base of loyal clients who come back and recommend it to others.

• It helps people choose your company over competitors — and feel good about it.

• And ultimately, it turns your audience into ambassadors who speak for your brand better than any campaign could.

I believe that a brand is first and foremost a reputation.

And a sustainable and holistic reputation is base on underlying values that remain constant but will allow the brand to actively evolve while still being itself.

How I work

I collaborate with clients across a wide range of fields: real estate developers, retailers, banks, publishers — anyone building a brand from scratch or refreshing an existing one.

My work begins with immersion. I dive deep into the business and often uncover ways to strengthen the product’s alignment with the company’s values and its audience.

First we talk about the business, project or product with the whole team. I need to hear how different people see the project from their perspective and understand what's important to everyone in the big picture.

I stay closely connected with decision-makers throughout the process, attending team meetings and catching overlooked details that often shape the most valuable insights.

I never invent meaning or brand promise out of thin air.

Instead, I identify and uncover the key building blocks of the business itself and the values of the people who create it. As a result, everyone on the team becomes a co-participant in the creation of a multi-faceted, sustainable brand with deep and strong roots.

Of course, no brand exists in a vacuum, so I am always looking for ways to define and respond to the target audience based on values. This means that rather than come up with an abstract notion of who those people are I can find an audience that is close to the brand. In-depth interviews allow me to discover the audience's true values, understand their pain points and find important insights. So the audience too becomes a co-creator of the brand at a very early stage, even before the logo appears.

When those insights meet the brand’s foundation, something clicks — and the identity reveals itself. The look, the tone, the story — it all becomes self-evident.

I’m proud of the brands I’ve helped build.

It’s meaningful to watch them create their own voice, attract their communities, and inspire genuine, voluntary ambassadors.

My values

Freedom. Honesty and Sincerity. Beauty — in ideas, decisions, and execution. Harmony, expressiveness, and care.

I do not work on the push marketing approach and do not cooperate with people whose values I do not share.

If my approach resonates with you and you want to build a strong, vibrant and authentic brand – let me know.

Let's work together to create something effective, valuable and truly beautiful.

And please feel free to contact me even if you don't have a final brief or just have a question about my work.