Strategic Design & Visual Narrative

Liza Zerkalenkova

I specialize in high-stakes presentations, analytical reports, and institutional communication. My focus is data-driven storytelling and building visual systems for complex subjects. I help organizations and research centers transform vast information into clear, impactful visual narratives.

Experience
Project-Based Consultancy | Strategic Design & Executive Narrative
2019 – Present
  • Corporate Strategy: High-stakes visual assets for reporting and investment decks for major corporations
  • Executive Support: Bespoke one-on-one collaboration with visionaries (ministers, scientists, C-suite) to translate complex concepts into visual narratives
Federal Highway Agency | Lead Designer
2024 – 2025
  • Executive Visualization: Analytical reports and presentations for federal leadership
  • Multi-format Production: Full-cycle visual production from print and branding to large-scale multimedia displays
  • Institutional Branding: Visual communications for national infrastructure objectives
Center for Social Research | Lead Designer
2022 – 2026
  • Research Visualization: Design of large-scale sociological publications and data-driven editorial
  • Strategic Packaging: Transforming raw data into structured visual concepts
Public Relations Office | Regional Head of Digital Communications
2020 – 2022
  • Election Campaigns: Digital strategy leadership for federal/regional election cycles under high pressure
  • Leadership: Managing a 50+ member media department; full-cycle content production, KPIs, and training
Smorodina Agency | SMM & Content Strategy
2019 – 2020
  • SMM Strategy: Content strategy for brand growth
  • Design Production: Design production and content planning for premium brand presence
Education
MA in Advertising & Public Relations
North-Caucasus Federal University
BA in Advertising & Public Relations
North-Caucasus Federal University
BA in Civil Law
Moscow University of Humanities and Economics
Technical Stack & Tools
Design & Layout
Figma (layouts, components, auto-layouts), Adobe InDesign, Illustrator, CorelDRAW (multi-page & vector).
Raster & Creative
Hand-drawing (analog/digital), Adobe Photoshop, Procreate (sketching & visual assets).
Presentations
Figma, PowerPoint, Google Slides (clean decks & template systems).
AI & Modern Tools
Generative visuals (Firefly, Nano Banana, etc.), Content & Structure (Claude, ChatGPT, etc.), Productivity (Antigravity & AI assistants).