Yo, I’m Serhii Polyvanyi, originally from Ukraine and now based in Prague. I’m an award-winning founder and creative director at BL/S®, as well as an independent art director and musician with a deep passion for digital design.
For me, minimalism and animation are more than just stylistic choices—they’re ways to convey both aesthetic and dynamic energy without overwhelming the user. My approach combines asymmetric typography, unconventional grids, lighting play, sound design, fractal effects, noise, motion, analog tech style, and the use of invert mode to solve digital challenges for my clients.
I truly believe that even in chaos, there is a rhythm that brings my work to life, helping me craft unique, impactful solutions.
Playing with light
W@W // CNCPT E-commerce
In the “W@W” project, I explored how light interacts with objects, aiming to tell a story without words and create an immersive atmosphere around the product. Using a palette of just three colors—white, black, and orange—I manipulated light on a black material to achieve depth and contrast. This approach allowed me to maintain a minimalist aesthetic while making a strong visual impact.
This project is a testament to how simplicity, when combined with the right elements, can deliver a strong visual and emotional impact.
NIKE // CNCPT E-commerce
When you hear the slogan “Just do it,” it’s hard not to recognize its impact. Inspired by this iconic phrase, I created a concept for Nike trainers that embodies modernity and style. The resulting website design is a breath of fresh air in the fashion world, offering a trendy and sleek user experience. I developed a 3D model with a glass material and utilized my favorite HDRi map for dynamic lighting.
Who knows? Maybe Nike will produce shoes in a similar color and style, and my team will be the first in line to snag a pair!
Grids, Asymmetric + X-ray Magic
Clothes_X® // E-commerce
In the “Clothes_X” project, my passion for grids and unconventional micro-animations took center stage. I aimed to add a unique element to my work and, after extensive research, I revisited an old poster where I applied the Invert (X-ray) approach. This became a pivotal point in shaping my design style.
Through experimentation, I identified that the Difference and Exclusion blending modes are the most effective for my projects. The real magic, however, lies in the Shaders and Generative techniques I discovered this year, allowing me to push the boundaries of my creativity and create truly innovative designs.
Clothes_X® // E-commerce Vol.2
In “Clothes_X Vol. 2,” we emphasize impactful imagery, elevated by subtle micro-animations. I developed over ten custom timings tailored to each project’s needs, dedicating significant attention to timing to fully capture the intended mood.
Additionally, I created a seamless preloader that smoothly transitions users to the main screen, a principle I consistently apply across all my work. The project also features asymmetric typography, which integrates harmoniously within its spacing, forming a cohesive visual experience. This focus on detail and rhythm ensures that every element contributes to the overall narrative of the design.
You can check it out at the link on CodePen.
Clothes_X® // POSTER
The next step was to create a series of posters, each designed to be unique yet cohesive, telling a single story together. I have a deep love for Easter eggs in games, so I decided to incorporate them into this project as well. A key element in this endeavor was the use of blending modes, which reveal these hidden surprises.
To bring my posters to life, I utilized Immersity AI, adding a magical touch to the design. This allowed me to enhance the visual narrative and create an engaging experience that invites viewers to explore and discover the intricacies hidden within each piece. Each poster not only stands alone but also contributes to a larger narrative, offering layers of meaning for those willing to look deeper.
Sound + Design
X-VØID™ // TECH, Logo & Brand Identity
My past experience in music plays a significant role in my design work today. Sound design imbues meaning, allowing me to create and emphasize the desired mood more effectively. In this project, you’ll discover how the auditory and visual elements complement each other, resulting in a cohesive and immersive experience. The interplay between sound and design enhances the overall impact, showcasing the unique identity of X-VØID™ while delivering an engaging atmosphere that resonates with the audience.
Noise
Without Face
“Without Face” is one of my latest works, where I aimed to consolidate all my recent techniques and explorations into a cohesive design. The asymmetry of the elements adheres to the principles of the classical Swiss grid, while animated noise with blending modes elegantly alters the atmospheric color throughout the piece. The background visuals also employ blending modes, drawing attention at specific moments. I incorporated micro-animations in the decorative elements, ensuring they remain simple and do not overwhelm the already intense atmosphere.
I enjoy combining seemingly incompatible approaches, where an initial sense of absurdity gradually evolves into unity and wholeness, creating a harmonious balance that captivates the viewer.
Personal Overview
I have been in design for over 13+ years, though my journey didn’t start directly with it. I studied Computer Information Technologies at university, but after earning my bachelor’s degree, I decided to leave formal education behind and dive into digital design on my own. I worked as a freelancer, and in various agencies and studios, but, whether fortunate or not, I never had a mentor to guide me. This meant I had to find answers to my questions by myself, which, in turn, helped me develop a solid habit of constantly learning and absorbing new knowledge.
One day, I woke up with the desire to “create my own casino,” as Bender from Futurama once said, and that’s how my design studio, BL/S®, was born. I realized that to create truly great projects, I couldn’t do it alone—I needed a strong team. Besides running the studio, I continue to work as an independent art director, collaborating with agencies and studios on exciting projects.
Design Philosophy
Simplicity and geometry — simplicity always wins. Einstein said that the definition of genius is taking the complex and making it simple.
Implementation of innovations. One has to flow, be flexible and adapt, stillness is death.
Product should first of all result in emotion. Negative or positive, it should be red-hot.
In case of zero emotions the product is dead. Don’t loose the emotion, the juice of the product while implementing.
Even chaos has its own rhythm and perfect order. The only way to see the holistic picture is to get out of the frame.
My Best Tools and Techniques
I am convinced that the tool itself is not important and does not play the main role in a project. The key is the idea, which brings all the magic to life. The idea can be realized using any tool, and I always apply a unique approach to each project. At the moment, these are:
▸ General — Figma, Ps, Midjourney, ChatGPT;
▸ 3d — Cinema 4D, Blender, Spline, Unicorn Studio;
▸ Animation — AE, Rive, Krea AI, Kling AI, Runway.
Inspiration
When it comes to my inspiration outside of the digital space, it’s always nature. Nature has already designed everything for us; we just need to be more observant and study it. All my easing techniques were shaped after analyzing certain natural phenomena. The second factor for me is music—it always helps set the rhythm and dynamics of my projects. I can listen to the same album on repeat throughout an entire project. Another key source of inspiration is travel, learning about new cultures and their traditions. Movement is life.
Future Goals
I’m moving away from working under WhiteLabel to establish my own identity and collaborate with talented designers and developers on projects involving cutting-edge technologies like AI. Recently, I’ve been handling more end-to-end projects—starting with brand identity and progressing all the way to creating stunning visual effects using WebGL. My goal is to expand this skill set further and, in the future, not only design the look and feel of products but also be involved in their development from the ground up. This combination of creativity and innovation is what drives me forward.
Final Words
The formation of my style has been a long and fascinating journey, and it continues to evolve. Everything around me plays a role in this—family, friends, my habits, hobbies, and our planet. For me, design isn’t just a job or a source of income. It’s a lifestyle I’ve consciously chosen.