[{"data":1,"prerenderedAt":225},["ShallowReactive",2],{"inhouse-sumsub":3},{"id":4,"title":5,"about":6,"cardPreview":7,"challenge":18,"cover":19,"description":24,"extension":25,"gallery":26,"kv":208,"meta":211,"section":219,"slug":220,"solution":221,"stem":222,"zipUrl":223,"__hash__":224},"project\u002Fprojects\u002Fsumsub.md","Sumsub rebranding","Sumsub is an international AI-powered platform for identity verification and compliance (KYC, KYB, AML), trusted by global leaders like Binance, Bybit, and Duolingo. When I joined, the company was in the middle of rapid growth—400+ employees, international expansion, an enterprise-level client base—while the brand team had just three people and no visual identity system in place. The task was to build everything from the ground up: hire strong talent, establish a visual language, and make it ready to scale for years ahead.",[8,12,14,16],{"src":9,"width":10,"height":11},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-20-preview.webp",480,640,{"src":13,"width":10,"height":11},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-sides-preview.webp",{"src":15,"width":10,"height":11},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-18-preview.webp",{"src":17,"width":10,"height":11},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-36-preview.webp","B2B compliance platforms tend to default to the same visual register: corporate blue, banking-grade seriousness, templated type. Sumsub already had one recognizable asset—a pixel-based logo—but nothing existed around it. No color logic, no layout principles, no unified approach across channels. The identity needed to work across dozens of contexts—conference booths, ad banners, sub-brands, special projects. It had to sustain the pace of a marketing team producing assets at high velocity. And it had to remain instantly recognizable as Sumsub, whether on a trade show wall in Dubai or a 300px social banner.",{"type":20,"src":21,"width":22,"height":23},"image","\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-cover.webp",2160,1440,"Sumsub rebranding by Andrey Ubeyvolk—a modular pixel-and-bento identity and brand team built from scratch for a global verification platform.","md",[27,32,36,40,45,57,61,65,73,78,81,85,94,99,103,112,116,124,130,134,138,142,151,156,164,167,171,179,183,192,196,204],{"type":28,"item":29},"wide",{"type":20,"src":30,"width":22,"height":23,"alt":31},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-01.webp","Navy card reading \"Built to verify. Ready to scale.\" beside a smiling woman in glasses holding a phone, on a light gray background",{"type":28,"item":33},{"type":20,"src":34,"width":22,"height":23,"alt":35},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-02.webp","Brand color palette stripes in mint, electric blue and deep navy with purple, red and yellow accents",{"type":28,"item":37},{"type":20,"src":38,"width":22,"height":23,"alt":39},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-03.webp","Three smiling portraits side by side in a rounded white frame: a bearded man in glasses, a woman with a shaved head and tattoos, and a man with dark hair",{"type":28,"item":41},{"type":20,"src":42,"width":22,"height":23,"alt":43,"note":44},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-04.webp","Back of a dark green-to-black T-shirt printed \"Sumsub Training Club\" with a small pixel logo","Training merch",{"type":46,"items":47},"pair",[48,54],{"type":49,"src":50,"width":51,"height":23,"player":52,"note":53},"video","\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-people.mp4",1080,"bare","People and photostyle in banners",{"type":20,"src":55,"width":51,"height":23,"alt":56},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-06.webp","Woman in a blue shirt holding a phone, with a \"Verification complete\" notification at the bottom",{"type":28,"item":58},{"type":20,"src":59,"width":22,"height":23,"alt":60},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-07.webp","Navy webinar banner \"How to orchestrate your verification process\" with an isometric document illustration and two speaker profiles",{"type":28,"item":62},{"type":20,"src":63,"width":22,"height":23,"alt":64},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-08.webp","Smiling woman on a sofa holding a phone and a bank card, with an \"Output\" data card floating on the right",{"type":46,"items":66},[67,70],{"type":49,"src":68,"width":51,"height":23,"player":52,"note":69},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-events.mp4","Event marketing banners",{"type":20,"src":71,"width":51,"height":23,"alt":72},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-10.webp","Dark exhibition wall with a large \"Onboard US users 6x faster without documents\" poster and silhouettes of visitors in front",{"type":28,"item":74},{"type":20,"src":75,"width":22,"height":23,"alt":76,"note":77},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-11.webp","Grid of isometric illustrations on white in mint and navy: a bank, charts, coins, ID cards, a laptop and a suitcase","Three stages of illustration evolution",{"type":28,"item":79},{"type":49,"src":80,"width":22,"height":23,"player":52},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-cups.mp4",{"type":28,"item":82},{"type":20,"src":83,"width":22,"height":23,"alt":84},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-13.webp","Event card \"Meet me at PAY360\" with a portrait of Alyona Varzhina, Head of Events, on an electric blue background",{"type":46,"items":86},[87,91],{"type":20,"src":88,"width":51,"height":23,"alt":89,"note":90},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-14.webp","Six Sumsub team members with lanyards posing outdoors among palm trees, a sail-shaped tower behind them","At TOKEN2049 Dubai",{"type":49,"src":92,"width":51,"height":23,"player":52,"note":93},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-sides.mp4","Side projects in ads",{"type":28,"item":95},{"type":20,"src":96,"width":22,"height":23,"alt":97,"note":98},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-16.webp","Product screenshot of a \"Create new level\" dialog in the Sumsub dashboard on an electric blue background","Illustrations in the product",{"type":100,"label":101,"text":102},"text","Impact","The brand grew with the company from 400 to 1000+ employees. Clients responded positively, social channels gained real traction, conferences filled venues, and the work earned international recognition. The [Greenflag](\u002Finhouse\u002Fgreenflag) project is one I’m proud to have shaped visually—the brand packaging was my work, and it went on to win significant international awards. Instagram grew from zero to 30–40K followers, built together with the social and marketing team through consistent content and a strong visual identity that made every post immediately recognizable. Special projects like the [Multiverse](\u002Finhouse\u002Ffinance) and Roadshow conferences ran at least twice a year each—each time filling the room and generating strong community engagement around Sumsub’s anti-fraud mission. Each required a full production cycle: booth design, screen content, presentations, merch. At live crypto conferences in Dubai and Singapore I worked hands-on—preparing booth materials for print, producing video for screens, and creating custom merch on-site. Hand-painted t-shirts and tote bags drew queues, sparked social buzz, and opened direct conversations with clients. The identity became distinctive enough that competing startups began copying it. That’s the clearest measure of visual trust a brand can earn.",{"type":46,"items":104},[105,109],{"type":20,"src":106,"width":51,"height":23,"alt":107,"note":108},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-17.webp","White T-shirt with hand-sprayed blue graffiti reading \"Offsite\" and a small black patch","Custom graffiti merch for design team offsite",{"type":20,"src":110,"width":51,"height":23,"alt":111},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-18.webp","Folded navy brochure with the text \"One platform to secure the whole player journey\"",{"type":28,"item":113},{"type":49,"src":114,"width":22,"height":23,"player":52,"note":115},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-prevention.mp4","One-pager example",{"type":46,"items":117},[118,121],{"type":20,"src":119,"width":51,"height":23,"alt":120},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-20.webp","Mint-green square with \"Sumsub Design Team Offsite\" lettering and a pixel logo",{"type":20,"src":122,"width":51,"height":23,"alt":123},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-21.webp","Colorful bubble-letter sticker artwork on navy with a white pixel mascot tile",{"type":28,"item":125},{"type":49,"src":126,"width":127,"height":128,"player":52,"note":129},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-road.mp4",1920,1280,"Real billboard in Cyprus",{"type":28,"item":131},{"type":20,"src":132,"width":22,"height":23,"alt":133},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-23.webp","Close-up of a laptop edge showing a red heat map of Asia with \"+2800%\" and \"+1000%\" growth figures",{"type":28,"item":135},{"type":49,"src":136,"width":22,"height":23,"player":52,"note":137},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-multiverse.mp4","Identity Passport example: Multiverse",{"type":28,"item":139},{"type":20,"src":140,"width":22,"height":23,"alt":141},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-25.webp","Navy slide with event cards \"Meet us at Annual Fintech Summit 2025\" in several formats",{"type":46,"items":143},[144,148],{"type":20,"src":145,"width":51,"height":23,"alt":146,"note":147},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-26.webp","Black skateboard deck printed with a bold mint \"Sumsub\" graphic pattern","Skate merch, early Sumsub",{"type":49,"src":149,"width":51,"height":23,"player":52,"note":150},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-product.mp4","Product screens in ads",{"type":28,"item":152},{"type":20,"src":153,"width":22,"height":23,"alt":154,"note":155},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-28.webp","Browser-framed card \"Educational session about gambling\" with an isometric roulette wheel and cards on navy and blue","Part of a Google Slides template",{"type":46,"items":157},[158,161],{"type":20,"src":159,"width":51,"height":23,"alt":160},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-29.webp","Dark hard-shell suitcase covered in mint spray graffiti reading \"Nothing to hide\"",{"type":20,"src":162,"width":51,"height":23,"alt":163},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-30.webp","Smiling woman with glasses at a laptop, with a \"Kelly Parker—Match\" verification tag",{"type":100,"label":165,"text":166},"Team","I led the brand team at different stages of the company’s growth—both a larger brand team and a smaller, focused creative unit at different points. At peak the brand team reached up to 10 people, covering visual and motion design. The team was international; mentoring and cross-departmental communication happened in English. My approach was consistent: thorough portfolio reviews with defined growth goals, craft-focused design mentoring, task planning, and inter-team coordination. I ran internal brand surveys to map perception and identify improvement areas. The designers I hired became the reliable core of the brand team—highly agentic, proactive, and capable of owning the most complex challenges. I’m genuinely grateful to each of them for the trust and the work we did side by side—never dropping the quality bar, regardless of deadlines or the challenge at hand.",{"type":28,"item":168},{"type":49,"src":169,"width":22,"height":23,"player":52,"note":170},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-fintech.mp4","Identity Passport example: Fintech",{"type":46,"items":172},[173,176],{"type":20,"src":174,"width":51,"height":23,"alt":175},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-32.webp","Navy chart card \"Identity fraud rates by industry, 2021–2023\" with a rising line graph and a data table",{"type":20,"src":177,"width":51,"height":23,"alt":178},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-33.webp","Blue and orange cover of a Chinese-language compliance guide lying on a white surface",{"type":28,"item":180},{"type":20,"src":181,"width":22,"height":23,"alt":182},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-34.webp","Smiling young woman with braces and pink headphones, with an \"Identity document—Passport—Approved\" interface tag",{"type":46,"items":184},[185,189],{"type":20,"src":186,"width":51,"height":23,"alt":187,"note":188},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-35.webp","Two sheets of black-and-white stickers on holographic backing, on a blue background: \"Sumsub Design Team\", \"No fraud. No worries.\", \"The power of one\" and \"Paws Up for Pups\"","Holographic offsite stickers",{"type":20,"src":190,"width":51,"height":23,"alt":191},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-36.webp","Man in a black T-shirt printed \"The power of one verification platform\"",{"type":28,"item":193},{"type":20,"src":194,"width":22,"height":23,"alt":195},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-37.webp","Bar chart card \"Los 10 mejores tiempos de verificación: LATAM y Caribe\" on navy with mint bars",{"type":46,"items":197},[198,201],{"type":49,"src":199,"width":51,"height":23,"player":52,"note":200},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-ills.mp4","Illustrations in banners",{"type":20,"src":202,"width":51,"height":23,"alt":203},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-39.webp","Phone screen case study \"The Kingdom Bank got 48% revenue growth\" with a smiling man holding a phone, on electric blue",{"type":28,"item":205},{"type":20,"src":206,"width":22,"height":23,"alt":207},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-40.webp","Woman in a gray blazer holding a phone beside a \"Verified! Start Trading\" notification in front of a glass tower",{"src":209,"width":210,"height":210},"\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-kv.webp",206,{"body":212},{"type":213,"value":214,"toc":215},"minimark",[],{"title":216,"searchDepth":217,"depth":217,"links":218},"",2,[],"inhouse","sumsub","The pixel logo became the anchor. Its structure gave the brand its core idea—an identity built on digital pixels and bento blocks, a modular visual language reflecting the nature of the product: an all-in-one compliance platform you can configure to fit. The block-based grid scaled from a single banner to a full exhibition booth without breaking. The existing color palette was refined into a clear system. The bento blocks acted as a frame—consistent enough to be recognized, open enough to hold any creative content inside. This is easy to see across the marketing banner archive: the visual style is immediately coherent, yet no two campaigns look identical. For every sub-brand or product launch, we packaged the identity into concise Identity Passports—compact reference files that gave any team member an instant, clear understanding of how to work with that project visually. As the brand matured, AI became part of the creative process—as a collaborator for generating visual directions and analyzing briefs before strategy was set. In [iGaming system](\u002Finhouse\u002Figaming) it produced the 3D cubes, animation, and a consistent character style; in [Crypto identity](\u002Finhouse\u002Fcrypto), nearly every image and 3D object. The system stayed open to evolution, and the brand grew with that openness. A huge thank you to every colleague and designer I built this with.","projects\u002Fsumsub","\u002Fassets\u002Finhouse\u002Fsumsub\u002Fsumsub-project-images.zip","5tJ6mlVgYT-tbCgnRxim4nz301V2n8CM2hH-Mip1zPA",1793026861129]