I would like to show the journey of a person pursuing their Personal Legend. It all begins in a comfort zone — for Santiago, it was his sheep. Here, I am using photos of a peaceful landscape.

Then, the person enters a moment in life when they must make a decision: which direction to choose, what step to take, and what to sacrifice.

All of these concerns and choices eventually lead to something bigger — to new mountain peaks and a sunrise, which represent new heights and new horizons opening up.

At certain moments in life, each of us faces a choice: either remain in a familiar, safer space, where everything feels predictable but progress is stalled, or step beyond that comfort, taking on new and more difficult challenges in order to reach a new stage of growth and self-discovery.

This postcard reflects that duality by dividing the image into two distinct worlds. The left side is pale, symbolizing a monotonous life that no longer brings joy — days pass without change, and everything feels the same. The right side, however, is brighter and filled with color. It represents the path of those who push themselves toward new goals, stepping into a world where more is happening, energy flows, and the joy of living is renewed.

This postcard reflects the idea of transformation and how it connects to the concept of alchemy. I believe that when someone follows their dreams and puts effort into achieving them, they can completely change as a person. They can go from feeling bored, lost, and without direction to becoming motivated, passionate, and full of life.

This mirrors the main goal of alchemy — turning lead into gold. The main colors of the postcard, black and yellow, represent this idea as well: darkness transforming into light. I also chose images that are “symbols” of transformation, such as the phoenix, the butterflies, and blooming flowers.

I think this means that our understanding of who we are—whether a conscious choice, like joining a group, or an innate identity, like ethnicity—is always connected to a cultural context. These cultural identities shape our interactions with others and determine our contribution to the communities to which we belong.

This postcard reflects my Russian culture and the mystical aspects I love about it. I grew up on various fairy tales and legends about magic and rituals, which for me are an integral part of who I am.

I believe that what leaders carry inside themselves is exactly what they bring to the company, and later what they want to show to consumers. It is essential to know who you are and what you want to offer others.

For me, this idea connects to theatre, which was an important part of my life in the past. On stage, it is crucial to have clear vision and guiding beliefs in order to present characters and perform the play as intended At the same time, you must wear masks and costumes that you would never put on in daily life by covering one side of personality, you reveal another one

The core idea behind the client’s worldview is that everyone consumes products that help them become a better version of themselves. It’s all about the personal feelings and preferences of each individual. This depends on how people see the world — and everyone sees it differently.

In this postcard, I focused on the idea of “seeing the world” and represented it through different images of eyes. They are created in various styles, moods, and techniques, each showing a distinct perspective of how people view the world. Some of the eyes are placed in frames, symbolizing certain clients who can reflect on and connect with what you are doing and creating for the world.