KHL.BAZA — the first large-scale educational platform for KHL* hockey players

*KHL (Kontinental Hockey League) — the largest professional hockey league in Eurasia, bringing together clubs from Russia and other countries.

Developing an ecosystem for teaching players essential life skills — from UX design of the portal and mobile app to video production, branding, and presentation materials for clubs.

Role: UI/UX Designer, Motion Supervisor, Video Art Direction

Design System

App

Motion

Art Direction

Production Management

Context and Task

The KHL approached us with a challenge: to launch a large-scale online learning platform that would combine sports specifics, accessible format, and visual appeal.

The project was meant to help hockey players develop legal and financial literacy, personal branding, and emotional resilience — without interrupting their training or games.

Preparation and Research

We studied how hockey players live and perceive information — analyzing club websites, social media, open athlete profiles, their habits, communication style, and visual preferences.

We conducted a series of in-depth interviews with players and club representatives to understand their attitude toward learning and identify real engagement barriers.

This allowed us to establish a tone of voice that resonated with the audience and lay the foundation for the future UX.

Out of these insights, the brand “BAZA” — The Great Academy of Athletes’ Knowledge — was born, built on values of stability, confidence, and support.

Interviews revealed that most players are motivated primarily by family and security, so the project’s visual and UX language became warm and trustworthy, avoiding academic rigidity.

Design System

To ensure the portal looked cohesive and met the client’s goals, I developed a flexible design system that maintained a unified visual language across all interfaces.

I created a component library for both the web and app: cards, layouts, typography, grid, and UI guides.

The visual style blends sports dynamism with academic clarity — readable fonts, neutral palette, and focus on content and athlete heroes.

The system supports adaptation for different platforms and future updates without losing visual integrity.

During visual development, I used Generative AI tools to create references, stylistic ideas, and visual assets — which significantly accelerated the design concept phase and improved visual variety.

Portal

The main KHL.BAZA website became both the learning entry point and a promotional tool for the courses.

I developed UX architecture and UI design for:

The landing page presenting the project

Course and expert pages

Knowledge base and article collections

Registration and early-access forms

After launch, we conducted UX testing, collected heatmap analytics and user feedback, and optimized navigation and user flow accordingly.

Video Production and Management

As a Motion Supervisor and Video Art Director, I oversaw the entire production process:

Developed visual concepts and storyboards

Created visual references in Midjourney and collaborated with the set designer on studio environments

Directed remote shoots, approved frames and compositions

Supervised editing, color grading, and animation

I prepared all motion graphics and transferred them to the motion designer as a well-structured After Effects project for convenient further work.

The result: 760 minutes of video content — podcasts, lectures, and interviews with hockey players and experts — unified by one visual and conceptual language.

Social Media and App Cards

I created template systems for Telegram, Instagram, and in-app publications.

The formats were adapted for various aspect ratios and course branding.

In the mobile interface, the cards are integrated into the feed — serving as lesson teasers and visually connecting the platform with social media.

Presentations for Clubs

I designed a series of internal and club presentations for the KHL.

The structure was built for clarity and quick perception: minimalist design, clear hierarchy, and visual markers for course themes and expert roles.

Print Materials

I developed posters and banners for print and promotional use: prepared layouts in Figma and Illustrator, handled pre-press, and coordinated with vendors.

The brand palette and visual elements were adapted for offline environments while preserving recognizability.

Result

Within six months, a unique educational product was created from scratch:

Web portal, app, branding, and full visual ecosystem

4 online courses and 31 lessons

15 experts and active hockey players featured

760 minutes of unified video content

The project became the first large-scale educational solution in Russia for professional athletes — combining UX design, video production, and communication into one ecosystem.