Every great identity starts with an idea
Hi, I’m Lera!I’m an independent brand designer, and my favorite part of the creative process is coming up with ideas and finding ways to bring them to life.I enjoy exploring unexpected connections and turning simple observations into visual concepts.For me, branding starts with a strong idea. It’s what gives a project its character and connects every element into one visual identity.
My approach
From an idea to a visual identity
01 / UNDERSTANDI explore the brand, its audience, and what makes it different.02 / CONCEPTUALIZEI look for an idea that captures the brand’s character and can become the foundation of its visual identity.03 / CREATEI turn the concept into a visual system, connecting typography, colors, and graphics into one cohesive identity.
case 1
Pranna
Context & Challenge Pranna is a creative bureau that brings together different people, ideas, and artistic disciplines. The challenge was to create a flexible visual identity that connects all creative units within one system while allowing each to maintain its individuality.ConceptThe concept is built around the idea of connection. Circles form the foundation of the visual language. They connect, overlap, and merge into new shapes, reflecting the relationships between people, ideas, and creative disciplines. Color adds another layer of individuality. Each creative unit has its own color, representing its unique character and energy.
Applications & Outcome The identity combines a flexible graphic system with a distinctive color palette, making it adaptable to different formats and applications. The result is a cohesive visual language that connects the bureau’s creative units while preserving their individual personalities.
A visual identity can connect different ideas. But it can also bring people together.
case 2
Dikari
Context & Challenge Dikari is a hiking club founded by Ulyana and Egor, bringing people together through outdoor adventures and shared experiences. Previously, the club was closely associated with Ulyana’s personal blog. The challenge was to create an independent, recognizable brand identity that could help Dikari reach a wider audience.Concept Freedom brings people together.The concept is inspired by freedom, shared adventures, and the connections people make while traveling together. The logo consists of two complementary shapes representing the club’s founders, Ulyana and Egor. Together, they form a single symbol that reflects teamwork and shared experiences. Inspired by ancient rock paintings, hand-drawn illustrations and free compositions create an energetic visual language that captures the adventurous spirit of Dikari.
Applications & Outcome The visual identity extends across social media, photography, illustrations, and branded materials. I also developed a consistent approach to visual content, focusing on authentic emotions, movement, and real moments from hiking trips. The result is a recognizable and flexible identity that communicates the club’s values of freedom, simplicity, courage, and community.
Every character needs its own visual language. Sometimes, the most unexpected ideas come from familiar things.
case 3
SQWOZ BAB
Context & Challenge SQWOZ BAB is a rap artist known for his ironic personality, exaggerated humor, and references to everyday life and popular culture. The challenge was to create a series of concert posters that captures his distinctive character without relying on obvious imagery, while connecting all the posters through a consistent graphic concept.Concept The concept is inspired by Russian TV guides and magazines from the 1990s and 2000s. Dense typography, halftone textures, and visual noise recreate the aesthetics of mass print culture. This familiar visual language is reinterpreted through bold compositions and a risograph-inspired style, reflecting the artist’s humor, irony, and unconventional personality.
Applications & Outcome The concept was developed into a series of concert posters connected by a shared graphic language. The result is an expressive visual series that reimagines traditional concert advertising through nostalgic cultural references and experimental typography.
