In light of innovation, traditional elements like hoses, pump nozzles, gasoline and oil were deemed unsuitable as they evoked outdated refueling processes. To align with Yandex's identity as a technological innovator, we devised a sophisticated solution that encapsulated the essence of the service.
The introduction of the green dot as a metaphor symbolized readiness, charging, and orderliness. This versatile and straightforward symbol can be universally applied to mark objects and surfaces, facilitating widespread awareness of the new service across all aspects of daily life.
The introduction of the green dot as a metaphor symbolized readiness, charging, and orderliness. This versatile and straightforward symbol can be universally applied to mark objects and surfaces, facilitating widespread awareness of the new service across all aspects of daily life.
Design concept
the idea
Yandex Fuel is an app that allows people to pay for the fuel without leaving their car. My goal was to conceptualize the brand identity for the service as an innovative product and create communication assets.
Identity for car refueling app Yandex Fuel
2018 – 2020
Yandex Fuel
website and promo pages
The website was supposed to be a business card of the product, more of an image, but it was also meant for business use. On the website the gas companies could contact the Fuel's team and connect their network of gas stations to make them visible on the map while transport business owners could use the product technologies to optimize fuel costs.
Website design concept
Under my supervision the designers created a template system using Yandex's internal promo pages constructor to manage the increasing marketing activities.
With the user engamement growth, more support was needed so we created and designed a series of weekly emails about new promotions, connected gas station networks and special offers. It helped us to provide terms and conditions to the users and give more detailed information about newly added gas stations.
The goal was to guide users from these emails and alerts to dedicated landing pages that provided the terms and conditions of promotions or detailed information about new gas station networks.
With the user engamement growth, more support was needed so we created and designed a series of weekly emails about new promotions, connected gas station networks and special offers. It helped us to provide terms and conditions to the users and give more detailed information about newly added gas stations.
The goal was to guide users from these emails and alerts to dedicated landing pages that provided the terms and conditions of promotions or detailed information about new gas station networks.
Promo pages and their content structure
Promotions
New gas station
Service news
How it works
Service messages
POSM
We developed promo materials for gas stations along the entire route a driver takes from the moment they first see the station's signage on the horizon to the moment they pay for the fuel at the cash register. This comprehensive approach aimed to effectively communicate the new service to customers.
Customer flow
Stele
Dispensing unit
Parking
Store entrance
Cashier
Restroom
©
Nikita Borodin™. 2025