Hi, I'm Bianka Simonidesova. My friends call me

Bianka sitting in a chrome chair with a laptop, smiling

Biushca: B for Bold, I for Independent, U for Unfiltered, S for Spontaneous, H for Hands-on, C for Curious, A for Ambitchous.

Brand and experience lead based in San Francisco. I work across branding, design, experiences and events. I like turning brands into places people want to be and things they want to keep.

Swag people actually wear

Boring is off brand, fun is on brand

Merch is where I have the most fun. Funny copy, unexpected details and things that are actually nice to wear. The logo shouldn’t have to do all the work.

  • Merch design
  • Creative copywriting
  • Sourcing & sampling
  • Production
  • Vendor management
  • Event giveaways
Washed pink cap embroidered with MY MUSE IS A MODEL
Cream PROMPT hoodie with the Upscale logo, worn at the Golden Gate Bridge
Iridescent Upscale Conf tote casting a rainbow shadow on the sidewalk
Light denim cap embroidered with MAGNIFIC in pink
White socks embroidered with I'D PROMPT THAT, on a black Upscale tote with a lanyard
Caps on a shelf embroidered with BRAINS, THE NEW ART TIMES and MY MUSE IS A MODEL
Black UPSCALE socks raised in front of the Painted Ladies in San Francisco
Black FIRST AI KIT pouch with a neon Upscale Conf ribbon on an iridescent bag
Upscale beanie and jacket with the embroidered logo, Golden Gate Bridge behind
White striped socks displayed on a black plinth
White Magnific tee with a gradient patch and the M logo
Burgundy Magnific crewneck with a small white M
Washed black cap embroidered with MAGNIFREAK
Pink beanie with the M logo above a black Send nodes hoodie on a hanger
Black send nodes cap on a stack of black denim jackets
Denim MY MUSE IS A MODEL cap held over a Send nodes sweatshirt
White and black Magnific socks raised in the air in front of the Painted Ladies
Black AI SEE YOU socks with pink and green sneakers on a pink step
Upscale denim tote with iridescent logo, worn over a PROMPT hoodie
Outdoor merch stand with black jackets on a rail and caps and tees on a table
Black UPSCALE gift bags on a bar with string lights
Black jackets on hangers with neon arrow patches
Iridescent Upscale badges and branded lanyards at registration
Black backpack with the Magnific M, worn over a burgundy crewneck
Light denim cap with pink embroidery held over a burgundy crewneck
Brand & experience

Upscale & Magnific Events

From the color palette to the floorplan.

I look after Upscale's brand and events end to end: the identity and website, the floorplan and stage, sponsor activations and the details guests notice on the day.

  • Brand identity
  • Website
  • Floorplan
  • Spatial designs
  • Stage experience
  • Event planning
  • Sponsor activations

Website

Designed, written and built by me. Claude Code helped.

Visit upscaleconf.com

Event design

From floorplans to the stage experience.

Upscale Conf Málaga 2025 space layout
The giant M entrance gate at Upscale San Francisco
M gate with Magnific logo, San Francisco 2026
Bianka on a chair taping up the THIS IS WHERE WEIRD IDEAS GET TAKEN SERIOUSLY wall
Me in action
Lounge under a glowing fabric ceiling, leading to the AI Exhibition
Upscale Conf Málaga 2025
Hallway with hanging acrylic Upscale arrow signs in yellow, pink and orange
Acrylic arrow signage
Silver horse sculpture wrapped in neon light above the food area
Afterparty creative designs
Photocall design: the Upscale logo made of flowers on a green living wall
Venue design
Two people talking on camera under a wall reading THIS IS WHERE WEIRD IDEAS GET TAKEN SERIOUSLY
Venue branding
Two speakers on the UPSCALE CONF stage with yellow and white geometric graphics
Stage design
Main stage with the UPSCALE CONF LED wall and arrow signs
Stage design
Giant freestanding UPSCALE letters on a concrete floor
Venue design

Brand activations

Sponsor logos don’t have to mean another banner. Coffee carts, AIperol Spritz, premiere setups and other ways to make partner brands part of the event.

Coffee cart branded with the Fal logo under the Upscale Conf schedule screen
Fal coffee cart
Magnific Originals popcorn boxes with Magnific and send nodes stickers
Popcorn and stickers for Magnific Originals
Replit-branded spritz cocktails being poured at the bar
AIperol Spritz bar for Replit
Magnific Originals popcorn and a coupe of pink candy in front of a big screen
Magnific Originals premiere set up
Hand holding a pink coffee cup with the fal logo in red
fal cups
Hand holding a lilac coffee cup with the fal logo in purple
Cafe rebranding

Caña y Canela

Branding for a cafe with low sugar and low calorie cakes and healthy products.

Three cans of Caña y Canela sparkling botanical soda in yellow, lilac and pink with lime, lavender and raspberries
Botanical sodas
Caña y Canela ice cream and sorbet tubs in striped and patterned pink, magenta and blue
Ice cream and sorbet
Two open striped Caña y Canela dessert boxes filled with cakes, reading Dessert with benefits and Moment on the lips, never on the hips
Dessert boxes
Pink and navy Caña y Canela shopping bags reading Yummy on the inside and My inside is good for your insides
Shopping bags
Three Caña y Canela bone broth jars with yellow, navy and lilac lids
Bone broth
Stack of three Caña y Canela gift boxes in magenta, navy and light blue with a pink ribbon
Gift boxes
Stories
Story Conf by conf, day by day, still making pancakes How the Upscale brand grew, one edition at a time. Read the story Story When the merch escapes On Tinder dates, factory fuckups, fluffy socks and making branded things people actually want. Read the story