Role

I led the end-to-end visual development of the program’s identity — from concept framing to illustration, motion, and logo design. I collaborated closely with the Design Director and internal stakeholders, translating abstract requirements into a scalable system that aligned with Airbnb’s brand language while avoiding traditional security clichés.

Airbnb’s Information Security Department needed a distinct visual identity for its internal Security Champions program. The goal was to create a branding system — including a logo and visual assets — that would communicate the strategic importance of the initiative while avoiding clichéd security imagery such as locks or shields.

To establish clarity and hierarchy within the program, I proposed a visual metaphor rooted in chess — a game universally associated with intelligence, analysis, and structured progression. This approach not only reflected the analytical mindset of security experts, but also aligned well with Airbnb’s preference for abstract representations over traditional symbols.

I explored two key directions:

• Chessboard Coat of Arms: A heraldic composition featuring a chessboard and pieces to convey structure, logic, and strategic depth.
• Castle & Guards: A stylized fortress guarded by chess pieces representing each level of the program. The design incorporated historical references, such as the bishop piece originally represented by an elephant in medieval chess.

The second concept was selected for further development due to its clarity, narrative strength, and scalability.

Building on the approved concept, I created a series of illustrations and levels-based visuals that represent each stage of the Security Champions program. I explored multiple color modes to align with Airbnb’s brand palette, ultimately landing on a lighter version favored by the client for its vibrancy and clarity.

To complement the visual levels, I designed a standalone logo that could unify the program while representing the top tier: the mage. Symbolically tied to the queen — the most powerful chess piece — this character conveys mastery, foresight, and leadership within the organization.

• Denis Sazhin — visual design, concept, and illustration
• Arseni Harkunou | StillHuman — design direction