Vitaly Rynsky

Creative Director
at Muse Group

Feb 2023 — Present
Limassol, Cyprus (Remote)

Muse Group creates the world’s most popular software for playing, recording and composing music. The Muse community is now over 400 million strong.

Work in progress,
but it will be fucking slay

Design Director
& Co-founder
at AURA Devices

Jul 2016 — Oct 2022
Boston, MA, USA (Remote)

AURA Devices is developing mobile devices and applications based on science to monitor health, wellness, and activity. We help our users to achieve their goals and change health perception.

Key results

Bold Remote 
Design Team

Built and managed a remote design team from scratch, comprising a core team of 3 in-house designers, 11 outsourced designers, and 2 agencies for specialized tasks.

Outstanding 
Branding

Created and developed the branding and naming for all brands and sub-brands, which not only stood out among competitors but also became a benchmark for the design community and other companies within the same market sector.

Trendy 
Product Design

Product designed apps (iOS, WatchOS, Android) and interfaces of devices from scratch with invented a principle of tracking body composition and body type. Dashboards of body composition, activity parameters, deep analytics, nutrition, and activity recommendations with video workout exercises based on measurement and activity of customer.

Awarded
Devices

Art Direction and designed materials for launch devices from scratch. AURA Band raised $109K and featured on Kickstarter. AURA Strap and AURA Strap 2 for Apple Watch have been honored as CES Innovation Awards 2020 and Times the Best Inventions of 2022.

Responsibilities

CEO

Design Director

Product Designer

Brand Designer

Creative Designer

Web Designer

Industrial Designer

3D Visualizators

×2

Illustrators

×2

Icon Designer

Motion Designer

Photographers

×3

Videographer

×2

Agencies

×2

Design Management

Leadership, Mentoring, Hiring, Workflow, Workload, Agile, Sprints, Design Strategy.

Creative & Art Direction

Industrial Design, Packaging, 3D Visualizations, Illustrations, Web Design, Photoshooting, Videoshooting, Scenarios, Motion, UA Banners, SMM, CRM, Presentations, Graphic Design.

Brand Design

Logotypes, Wordmarks, Lettering, Naming, Typography, Color matrix, UI Kit, Design Principles, Guides.

Product Design

Research, Interview, CJM, User Flow, Concepting, UX/UI, UI Kit, iOS, WatchOS, Android, Interface of Device, Gestures, Iconography, Product Management, MVP.

Web Design

Site, CJM, User Flow, Concepting, UX/UI, Wireframing, UA Landings, Kickstarter, Shopify, Amazon.

Creative Design

Packaging, Graphic Design, Events, Merch, Presentations.

Design Direction by Vitaly Rynsky. Brand Design by Vitaly Rysnky. Product Design by Vitaly Rysnky. Industrial Design by Yaroslav Rassadin. Creative Design by Vitaly Rysnky, Sergey Mikhalev, Dmitry Maximov, Leonid Mikhailishin. Web Design by Vitaly Rysnky, Sergey Mikhalev, Dmitry Maximov, Yulya Tarnavskaya. Icon Design by Vitaly Rysnky, Evgeny Artsebasov. 3D Visualization by Dmitry Panov. 3D Illustration by Sergei Rumiantsev. Creative Illustration by Ilya Shapko. Technical Illustration by Igor Emelyanov. Motion Design by Dmitry Panov, Alexandr Kurilchic. Photoshooting by Nadezhda Rodionova, Sergey, Olga, Yaroslav Rassadin. Videoshooting by Denis Stebenev, Mikhail Pastukhov, Sergey Kadrov, Konstantin Krishtapovich, Oleg Ageychev, Ksusha Zueva. Business Management by Stas Gorbunov. Product Management by Stas Gorbunov, Vitaly Rynsky, Andrey Ivanov, Vadim Luckov. Project Management by Vadim Luckov.

Brand Design

The first thing I did when I joined the founding team was to create a new naming — AURA. The primary visual approach was based on glowing, luminescence, and gradients of bright colors as an image of the projection of body composition into the environment. The strong, bold elements of the brutalism of the brand allowed us to stand out from all the fitness/health market competitors and create an image of a modern tech company that can compete with giants such as Fitbit, Jawbone, Oura, and Xiaomi.

Product Design

WatchOS, iOS, and Android apps have been developed to process and display bioimpedance body composition measurements by devices. We also created a body goal feature for users and subscription AURA Plus to achieve it. This includes advanced analytics, activity and nutrition recommendations, and developed workouts for different muscle groups.

Pose to measure

The crucial task was to develop a posture that allowed accurate data collection while being easy and clear to explain to the user. An important consideration was that the user needed to maintain this posture for approximately 30 seconds, though this duration could vary by +/- 15 seconds depending on the quality of the measurements. Therefore, it was also essential to create a visually engaging progress bar for the measurement process, one that did not rely on specific percentages or time to avoid abrupt changes.

Biogram

Biogram is a comprehensive chart displaying body composition, body type, and the dynamics of user-set goals. I invented the graph with the RnD team, and it's based on a BIVA map, which has been correlated with body types identified through research conducted by professional body composition measurement equipment in collaboration with research institutions.

Parameters

I designed the flexible block for any parameters and statuses. It allows us to lay down a unified approach to displaying body composition on the dashboard for the long term, taking our product development plans.

AURA Plus

AURA Plus is a fitness service inside AURA App where you can get advanced analytics and workout content. It enhances the app’s functionality, making it a one-stop solution to track and achieve your goals. AURA App and AURA Plus are compatible with all AURA devices: Strap 2, Strap, and Band.

Workouts

Our unique solution was to create a system of 46 short videos that were compiled into 15 core workout programs for different muscle groups, suitable for all fitness levels. We developed this with the help of a professional fitness coach and doctor. Additionally, we added the ability to import users’ activities from Apple Watch.

80 icons of activities

We couldn't use Apple icons because of limited rights. So, I found the best icon designer — Evgeniy Artsebasov, who made a package of 80 activity icons for us. He created a style that matched the brand and display font.

Onboarding & settings

It was important for me to pay attention to detail and add branding to the user onboarding and even the settings section.

Web Design

I started web direction, launched the first versions, and then hired designers Sergey Mikhalev, Dmitry Maximov, and Yulya Tarnavskaya to improve it under my design direction. Most devices were sold on the website, Kickstarter, Shopify, and Amazon pages.

Industrial Design, Packaging & Visualisation

All devices were developed in-house. I hired industrial designer Yaroslav Rassadin to lead this direction. It was perfect teamwork with the product design, engineers, RnD, and business teams. My essential responsibilities included design direction and unified visual style with the product, developing poses for measurements, researching color trends of fitness fashion, and developing the interaction, response, and usability of the devices.

SMM & CRM Design

Well, it was actually a real challenge because our first devices had a lot of bugs and issues. That's why our social networks and email marketing went through a difficult period. My strong art direction and high-level execution by designers Sergey Mikhalev and Dmitry Maximov allowed us to stand out among our competitors, set a recognizable style among the community, and increase the percentage of reactions of users.

Memories

It was an amazing time, founding a startup from scratch — a unique experience of collaboration of design, engineering, science, and enthusiasm.

Founder 
& Designer 
at Fffire

Nov 2021 — PresentWorldwide (Remote)

Fffire is a technology company that builds professional tech-community for networking and microconsulting.

Key results

Fast
launch

Tested the hypothesis and got the first sale in 14 sec. After that launched and improved the no-code MVP and got first 50 members, and next step got first 400 members.

Outstanding 
Branding

Fffire branding is one big visual emotional experiment, which helps to create core audience of product and involve people to improve service based on their requirements.

Responsibilities

CEO

Designer

Back-End Engineer

Front-End Engineer

Management

Leadership, Hiring, Product Strategy.

Brand Design

Logotype, Naming, Typography, Color matrix, Design Principles, SMM, UA Banners, Graphic Design.

Product Design

Research, Interview, CJM, User Flow, Concepting, UX/UI, UI Kit, Iconography, Product Management, MVP, No-Code.

Management, Product & Design by Vitaly Rynsky. Back-End Engineering & DevOps by Sergey Kutepov. Front-End Engineering by Vladislav Chernykh.

Hypothesis test

The main hypothesis was based on the fact that each person has unique professional and life experiences that can be shared for money or for free. To test the hypothesis, I wrote a post in a social network with 3 offers: question for $1, conversation for $10, and design feedback for $100. The first sale was in 14 seconds, which inspired me to start making the platform for a community of people who offer micro-counselling. I launched and improved the no-code MVP and got first 42 members.

Brand Design

The whole Fffire branding is one big visual experiment for me, where I applied many long-standing hypotheses of user reactions to emotional branding with a living symbol and a conscious lack of branded wordmark. But an effortless and emotional image of fire as the creativity of professionals on fire with their work. Fire is also an image of spreading knowledge, with which everyone ignites others. Of course, the visual image of fire is used in communication and is a very flexible technique that can be used to brand any assets.

Logo with rizz

The symbol is the character, referencing Calcifer from Howl's Moving Castle by Miyazaki, because he is the spirit that revives the castle. He is an emotional character who can potentially change his mood. He lives, grows, and changes along with the service. It's also worth noting the exciting approach of echoing the symbol with the fire emoji 🔥 and using it in communications.

No wordmark

Abandoning the branded wordmark was also a stylish experimental approach. This supports the philosophy of a flexible brand, which, like fire, takes any form and adapts to its environment.

Product Design

I developed the first MVP version on Bubble and learned it for one week. The next significant updates with upgraded design and product features were developed by Back-End and Front-End Engineers.

Design Director
at The Coach

Nov 2019 — May 2020
Miami, FL, USA (Remote)

The Coach app is a personal health coach for men. The app takes your background into account and builds a daily action plan that gets you to your goals.

The perfect collaboration of brand and product design

Art Director
at Yandex

Apr 2018 — Apr 2019
Moscow, Russia (On-site)

Yandex is a technology company that builds intelligent products and services powered by machine learning for millions of consumers across the globe.

Collecting, but making portfolio is a tough work, you know

Design Director
at DOC+

Jul 2016 — Apr 2018
Moscow, Russia (On-site)

DOC+ is a Russian medical company that provides services in the field of telemedicine, requesting a house call by a doctor, storing and processing personal medical data.

Awww.. So warm homies

Senior Art Director
at Leo Burnett

Feb 2015 — Jul 2016
Moscow, Russia (On-site)

Leo Burnett Moscow is a part of Leo Burnett Worldwide, which operates 97 offices in 84 countries.

Totally hard worked to reach achivements

Art Director
at Geometry Global

Jan 2014 — Jan 2015
Moscow, Russia (On-site)

Geometry Global is an award-winning brand activation and shopper marketing agency that helps brands thrive in an Omni Channel world by shaping and changing people’s behavior in 56 markets around the world.

Met true ideas
and creative festivals