This project is a nonprofit initiative based in Moscow, aimed at creating a café that employs people with autism and other disabilities.

The initiative was founded by a social activist with hands-on experience in inclusive projects, ranging from participating in charity marathons to organizing cooking workshops for children and adults with autism.

When she approached me with the idea, I was immediately inspired by both the mission and her personal story. I joined the project at an early stage to help define how this idea would be communicated and presented to the world.

I contributed as a Creative Designer, focusing on branding and presentation design.

I defined the overall presentation concept and storytelling approach, designed 15+ tailored presentations for different audiences, and contributed to shaping the brand direction and visual identity. I also advised on naming and positioning, and conducted informal research through analogous projects to ground our decisions.

Approach

Instead of creating a single presentation, we developed a modular storytelling system designed to adapt to different communication goals.

Depending on the context, the narrative could shift focus between the founder’s story to build trust, the business model to ensure financial clarity, or the social impact to create emotional engagement. Each presentation maintained a clear narrative focus, while staying consistent in structure, tone, and storytelling logic.

For the visual direction, I created a bold yet flexible identity built around a bright pink palette. Strong accents were used to highlight key ideas, while softer variations ensured balance and readability. The system allowed for an adaptive tone, depending on the audience and presentation context. This approach made it possible to guide attention intentionally, emphasize different messages, and maintain visual cohesion across all materials.

Approach

To make the brand more authentic, I proposed integrating artwork created by people with disabilities directly into the identity.

This idea extended across multiple touchpoints, including the visual identity system, the café interior, and menus and communication materials. The goal was to ensure that the mission of inclusion was not only communicated, but visibly embedded into the brand itself.

Approach

As part of the research, I visited Café Joyeux in Paris, an inclusive café that employs people with cognitive disabilities.
The first thing that stood out was the atmosphere — warm, open, and intentionally welcoming. At the entrance, visitors are gently introduced to the team, which helps set expectations in a clear and reassuring way.

During my visit, I interacted with a barista with autism, supported by a mentor. Their light and playful communication style helped reduce uncertainty and made the experience feel comfortable and inclusive. Observing the workspace, I noticed a well-structured support system designed to empower the team. This included step-by-step instructions for equipment, as well as color-coded labels and visual cues that simplified daily tasks.

Seeing how these principles worked in a real environment was especially valuable, as it allowed us to ground our design decisions in practical, proven solutions.