Iryna works in the overlap of business strategy, psychology and aesthetics, where she helps tech startups communicate visually.

These days she leads brand development at Jolocom, a Berlin-based blockchain startup that builds tools for decentralized identity management. Previously she worked on digital transformation campaigns for global brands at Deloitte Digital. She followed this by pioneering a brand-thinking approach to the visual side of product design in software development agencies, helping German and Nordic tech startups connect with early adopters on an emotional level.▉

Iryna works in the overlap of business strategy, psychology and aesthetics, where she helps tech startups communicate visually.

Creatively "raised" in brand agencies, Iryna has worked on digital transformation campaigns for brands like Daimler AG, John Deere, Lindt, TUI and Amway. Recognizing that her greatest professional joy came from working with tech startups, she left the corporate design environment and joined the software development world as a visual communication designer. Here she introduces design teams to brand-thinking, and helps German and Nordic tech startups connect with their early adopters on an emotional level.

Finally, she found herself committed to open source in her first in-house role: today she leads brand development and visual communications at Jolocom, a Berlin-based blockchain startup building tools for self-sovereign identity and decentralized access management.

A non-stop advocate for the power of emotional branding, Iryna frequently holds talks and workshops about the process of minimum viable branding for early-stage startups with a design-team-of-one.

Outside of her day job, Iryna contributes to the DWeb community as a brand designer and occasionally organizes DWebDesign meetups in Berlin.▉