Sona Safarian
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Art Direction ⎯
Led the design and UX of the website, ensuring a seamless and engaging experience across more than 50 pages of B2C and B2B content. This was a complex project that required establishing a clear content hierarchy for optimal navigation and user experience
I was responsible for overseeing the UX design to enhance usability, while also leading the UI design to ensure consistency with brand guidelines. I created and managed graphic and video materials for the website, collaborating with 3D artists and motion designers to produce high-quality visuals. Throughout the process, I guided a CSS designer to ensure smooth implementation and worked closely with the marketing team to structure and refine the content and architecture of each page.
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This project demanded a strategic approach to information hierarchy, user flows, and visual consistency, resulting in a high-performing and visually compelling website.
Art Direction ⎯
As an Art Director at U:Lab, I developed a structured brief template for clients, enhancing project clarity and workflow. More than 40 website projects.
I closely collaborated with the sales team to improve interdepartmental communication and worked directly with project managers to understand project scope before assigning tasks to web designers.
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Additionally, I partnered with designers to create mood boards and approve designs before presenting them to clients, ensuring a cohesive and high-quality creative vision.
Art Direction ⎯
Ucraft’s social media visuals and videos were created under my direction.
I worked closely with the marketing team, starting with discussions on content and concept development. Together with the graphic designer, I curated mood boards to establish the visual direction for each piece. From there, I collaborated on video storyboards, refining them with the motion designer and coordinating with the 3D artist when 3D elements were involved. Every asset went through my review, and only after my confirmation was a task marked as complete and approved for publishing.
3D & 2D Video Materials
Art Direction ⎯
I worked closely with video content creators and operators on various projects, ensuring alignment with the overall vision and brand guidelines.
Before passing content to the video team, I collaborated with the marketing team to refine the messaging and direction. I provided feedback throughout the process and, in some cases, attended shoots to oversee and manage production alongside the video creators, ensuring the final output met quality and creative standards.
Art Direction ⎯
Conferences and Expos
Developing concept and visuals for the booths and representation for the expos and big events like London eCommerce expo, JUMP conference, and so on.
Directed the creative vision for Ucraft’s booth spaces, overseeing interior and
product design, marketing materials, websites, video content, merchandise,
advertisements, and video production for major international conferences, including:
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2019 ⎯ Web Summit ⎯ Lisbon
2022 ⎯ Future Innovation Summit ⎯ Dubai
2022 ⎯ eCommerce Expo ⎯ London
2024 ⎯ eCommerce Expo ⎯ London
Art Direction ⎯
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As Ucraft targeted diverse audiences—B2B founders and freelancers, as well as B2C small to mid-sized business owners—we conducted demographic and cultural research based on data from our Business Development and Marketing teams.
This research informed the creation of strong advertising campaigns tailored to specific markets, whether in the MENA region, the USA, or Europe. Depending on the target audience (B2B or B2C), we developed engaging visuals and videos for social media to maximize impact and reach.