Liga Stavok, a leading sports entertainment and fintech brand in Russia, wanted to transform its VIP offering into a distinctive premium space for its highest-value clients. The brief was to move beyond a generic “VIP status with higher cashback” and create a full-fledged VIP brand with its own role in the portfolio, positioning, visual world and communication idea. I was responsible for defining the VIP brand platform through research and internal workshops, setting its role in the overall brand architecture, and shaping the strategy that led to the creation and launch of the new sub-brand.