Company Profile
Positioning and design system of kazankin.com. A page for partners, contractors and AI assistants: how to talk about the brand and how to reproduce its visual style.
1. Positioning
Who: Maxim Kazankin – business growth consultant, entrepreneur.
What he does: helps companies grow through strategy, systemic sales, digital product scaling and implementing AI as a performance tool.
Who it's for: owners and executives of small and medium businesses who need revenue growth, a well-tuned sales process, or to launch a digital product.
Key promise: experience backed by numbers – not theory, but 15+ years of launching and scaling from zero to millions of users and dollars in sales.
2. Current business
PRODAZHIO – growing business sales through CRM, process automation and artificial intelligence. Official amoCRM partner. For small and medium businesses with 5+ employees without a well-tuned CRM system.
MVP Bistro – launching digital products in weeks, not months. For business owners with a service idea but no IT team.
3. Success stories
10 flagship cases of launching and scaling products and sales – from corporate digital services at MegaFon and the Government of Moscow to businesses built from scratch. Full stories – on the homepage.
4. Contacts
5. Tone of voice
- Confident and to the point: short theses, numbers instead of adjectives
- First person on the personal site ("I launch", "I scale"), "we" on the projects
- No corporate jargon, no pushy sales clichés
- Theses are one sentence with no trailing period; ideas are separated by an en dash (–)
- Russian is the primary language; the English version is a full equivalent, not an abridgment
6. "Bold" design system
A dark, minimalist system: depth comes from panel fills and hairline borders, no shadows. One electric accent color. Full-screen sections with scroll-snap.
6.1. Colors
6.2. Typography
Both typefaces are Google Fonts with Cyrillic support, self-hosted (woff2, cyrillic + latin subsets). All sizes are set via clamp(min, N vw, max), tuned to stay comfortable from 360px to 1900px+ without "sticking" at the minimum halfway through desktop widths. Reference points: hero heading 40–92px · section headings 24–72px · case names and numbers 28–54px · body text 15–22px · secondary text 15–20px · labels and tags 11–14px.
6.3. Components
6.4. Rules
- Radii
- pills 100px · case cards 24px · info cards 16px · contact tiles 14px · photos 22px · avatar 50%
- Spacing
- section side padding clamp(40px, 5–6vw, 84–104px) · card padding clamp(30px, 3.2vw, 54px) · grid gaps 12–26px
- Sections
- full-screen (100vh), vertical scroll-snap; cases – horizontal carousel with ← → buttons
- Shadows
- none – depth comes from --panel over --bg and --line borders
- Icons
- text glyphs only (↓ → ← ·), no icon library
- Logo
- violet rounded tile #7c6cff with white "МК" letters (favicon.svg)
- Header
- fixed, --bg background: avatar + name on the left, navigation and language toggle on the right
Legal details: Sole proprietor Maxim Kazankin · INN 690901526667 · OGRNIP 326480000000310
Updated: July 18, 2026