About
Hi, I'm Daria.
I design at the intersection of strategy, systems, and visuals — specialising in data visualisation, dashboards, and visual communication for complex, high-stakes contexts. My work helps experts, analysts, and policymakers read insight clearly, carry less cognitive load, and decide with confidence under scrutiny.
Data visualisation & reporting · Dashboards, charts & maps · Visual hierarchy & narrative · Technical & scientific communication · Explainability & trust in AI · Brand systems
- 2018–2022 — Freelance Designer, global. 100+ clients and a 41% repeat rate, while completing a BA in Art Management at Lviv National Academy of Arts.
- 2021–2022 — Lead Designer, Amzsite. A freelance relationship that grew into my first full-time SaaS and startup role.
- 2022–2023 — Head of Design, Remoov LLC. Sole designer taking a nail-care product to the US market — brand, packaging, and go-to-market, end to end.
- 2023–present — Visual & Product Designer, Easol Ltd. Brand, product, and data-visualisation work across a venture portfolio and client base including UK Police, the Home Office, and the European Space Agency.
Public sector (UK Police, Home Office, European Space Agency) · Aerospace & deep tech · AI SaaS · Real estate · Consumer tech & startups · Culture & entertainment · D2C retail
Start from the 'why'. Functional design grounded in structure, not decoration. Design with users and accessibility in mind. Reduce cognitive load before adding detail.
Closer collaboration with a design team, and a variety of strategic, high-craft challenges. I'm set up for hybrid or office — I believe in-person collaboration sharpens the ideation phase, though I deliver strong results remotely too.
Figma · Adobe Creative Suite · Miro · Keynote / PowerPoint · AI-assisted prototyping (Figma Make, Claude, Lovable)
Relocated from Ukraine to the UK in 2022 — it reshaped how I operate in fast-changing environments, for the better. Also: I've wanted to be a designer since I was five. Fashion, back then. Not mad about where I landed.
Brand identity · 2024–2025
Easol
Rebranding the consultancy I work inside: one umbrella identity for a small team carrying big, varied projects — built slowly on purpose, then rolled out fast.
By the time of its 2024–2025 rebrand, Easol had been on the market for a few years and grown into a small consultancy carrying big projects across a varied product portfolio. The business had quietly outgrown its brand:
- Unclear positioning — no two people gave the same answer to "so, what is Easol?"
- A brand–product mismatch — the identity no longer reflected the calibre or nature of the work it housed
- A story too complex to communicate — several ventures, one roof, no simple way to say it
- No brand system — so consistency broke down from one project to the next
Rather than a cosmetic refresh, we anchored the new identity in what genuinely sets Easol apart: the HeadStarts framework and a people-first mindset. And because the consultancy incubates its own ventures, the brand was designed from day one as an umbrella — strong enough to hold projects like Bullfrog and Zooid, flexible enough not to flatten what makes each of them its own.
- Translated workshop learnings into a visual language — so every colour, type, and layout choice traces back to a positioning decision, not taste
- Built the brand system and asset library, designed so colleagues can create on-brand work without me in the room
Clarity, alignment, speed, and confidence. Brand decisions that used to take a meeting now take a glance at the system, the team tells one coherent story, and clients meet a consistent, credible Easol from the first touchpoint — client trust is measurably higher in early conversations.
We allowed this internal project to run in the background — to pause, reflect, and reframe. That slower rhythm is exactly what let us get it fully right, align the team, and move much faster later.
Product design · 2025
Zooid
An AI bid-writing platform built to solve our own team's problem — now ready to scale. Bid preparation time down 41%; bids submitted up 55%.
Preparing bids takes an enormous amount of time. Many companies staff dedicated BD manager roles — even whole teams — and the workflow is still messy: collaboration is hard at every stage of bid preparation, and context gets lost in every handoff. We felt that pain on our own bids at Easol. That's why we created Zooid.
AI-driven development changed the design workflow itself: live systems iterate faster than mockups, small visual fixes are rarely worth a cycle, and UI inconsistency becomes a real risk. Working here meant rethinking what a design system even is.
- Bridged brand and product design needs through the early-access launch — one visual logic from marketing site to app
- Ran design sprints and user interviews, documented workflows and insights, and iterated features directly on research findings
- Led usability work on the home and strategy screens — the places where the product either clicks or doesn't
- Supported the marketing team in shaping the customer journey and setting the right user expectations, which carried through to a smoother onboarding
- Prototyped what a design system means inside a complex, multi-flow, AI-built product
The platform was adopted internally and tested externally, with a clear staged visual flow from insight to action. We built a tool friendly to people who had never touched a bid process before — not just BD specialists — while the brand scaled consistently across marketing and product.
Endless iterations are part of building a better product. Getting it out and iterating matters more than trying to get it fully right before launch.
Visual communication · UK Police & Home Office
High-Scrutiny Public Systems
Designing adoption — not just interfaces — for law-enforcement and government teams under strict governance: UK Police's AVMMR programme and the Home Office Accelerated Capability Environment (ACE).
Delivery teams were required to adopt new technologies and innovation frameworks under high operational pressure and low tolerance for ambiguity. The information existed — fragmented across documents, spreadsheets, and workshops. Professionals didn't struggle with a lack of information; they struggled with orientation, interpretation, and confidence. They needed clarity on what applies to them, fast access to guidance without cognitive overload, and materials that felt credible, neutral, and operationally realistic — all within strict security and accessibility requirements.
I focused on adoption before technology — visual systems that reduce friction in real operational contexts:
- Non-linear structure — content organised by use case, not reading order, so each role finds what applies to them
- Progressive disclosure — overview first, detail only when needed
- Neutral visual language — clarity, hierarchy, and consistency prioritised over expression
- Phase-based delivery — Phase 1: secure interactive PDFs teams could adopt immediately, without technical risk; Phase 2: concept designs for fully interactive platforms with inputs, outputs, and AI integration
Strong qualitative feedback from delivery leads and officers, faster orientation with reduced reliance on workshops, and improved consistency across forces — without undermining local autonomy.
Designing for adoption means respecting how professionals actually work — not how systems are ideally designed.
Brand identity · 2022–2023
Remoov
When Remoov pivoted from e-commerce to a premium D2C business a year after launch, the brand had to pivot with it — strategy and visuals rebuilt to represent the business it was becoming, not the one it used to be.
Strategy and visuals should represent the business strategy — and a year in, Remoov's had changed. The pivot from Gen Z e-commerce toward a premium, millennial-focused D2C and retail presence meant the playful original identity now worked against the business: it read as inexpensive, and signalled nothing about safety or quality — the things that actually sell nail care.
- Researched brand perception on both sides of the business — B2B buyers and B2C customers read the same packaging very differently
- Rebuilt the identity around wellness, quality, and elegance — the values the new audience actually buys on
- Designed a colour-coded product architecture — blue for cleaners, green for care, brown for decorative sets — so the range navigates itself, on a shelf or on a screen
- Delivered the full rollout end to end — packaging, digital, and print — as a one-person design department
A premium, retail-ready identity that communicates purpose and safety at a glance — strategy-led rather than aesthetics-first. Production later paused for business reasons unrelated to the brand work; the system itself was ready for shelf.
A brand isn't a fixed asset. It has to be able to move when the business model does — without losing what made it trustworthy in the first place.
Brand & product · 2024–ongoing
Bullfrog Technologies
A deep-tech brand that grew with the business — from a logo on a bid document to a company backed by £2M of Innovate UK funding, with no reset in between.
Bullfrog is a business growing out of a £2M Innovate UK ATI-funded project — deep aerospace inspection technology, still finding its commercial shape. Defining a visual direction based on brand strategy helped us start building consistency early: while still at the bidding stage, we came up with a logo and visual guidelines that set the direction for everything that followed.
- Defined the visual direction from brand strategy while the project was still at bidding stage — designing for where the business was going, not just where it stood
- Shipped exactly what that stage needed: a logo, a one-page visual direction, and a web page under the Easol website
- Developed a precision-led visual system inspired by the scanning technology itself — diagrams and illustrations explaining complex inspection processes step by step, without undermining technical credibility
- Designed the templates, reports, and presentation materials the team communicates with — then kept building: a proper brand guide, a multipage website, and a product experience as the business matured
A technical, credible brand that scaled smoothly from a single bid document to a funded company's full web and product experience — with clearer communication across technical and non-technical stakeholders, and a strengthened perception of technical authority. Because the foundation was strategic from day one, nothing had to be thrown away along the way.
Needs aren't the same at different stages of a business. Design should be intentional about what a brand needs now — and build so the next stage doesn't undo the last.
Résumé
Daria Shcherbak
Product & brand designer, London. Six years across freelance, startups, and consultancy — from sole-designer rollouts to product work inside a venture portfolio.
- Visual / Product Designer — Easol Ltd, London — Apr 2024–present · clients incl. UK Police, Home Office, ESA
- Head of Design — Remoov LLC, US (remote) — Dec 2022–Dec 2023
- Lead Designer — Amzsite LLC, US (remote) — Jul 2022–Feb 2023
- Freelance Designer — Global — Dec 2018–Jul 2022
Product & UI/UX design, brand identity, data visualisation & dashboards, motion design, design systems, stakeholder facilitation, human-centred design.
Figma, Adobe Creative Suite, Miro, Keynote / PowerPoint, and an AI-assisted toolkit (Figma Make, Claude, Lovable) for rapid prototyping.
BA in Art Management — Lviv National Academy of Arts, Ukraine (2018–2022)
Contact
Let's talk.
Open to product design roles in London. If you're building a product that needs both strong craft and clear thinking, I'd love to hear about it.