Why me?
Hello, my name is Lena and I’m a skilled graphic designer who builds and maintains visual identities for companies, startups and growing businesses. » I help brands become recognizable and consistent across digital, print and physical media. » I work with both tech-driven teams (online education, fintech, e-commerce) and traditional businesses (FMCG/consumer goods, food service/HoReCa, retail, services). Let me introduce you to my work philosophy and walk you through some of my works:
How I work:
My design philosophy is rooted in creating thoughtful, compelling and unconventional solutions. I embrace bold, clear and empathetic approach, always keeping the end-user in mind. What inspires and motivates me most is working in a collaborative team environment with creatively-driven and energetic people.
To bring these ideas to life, I rely on a diverse set of hard skills, including:
» Design & Media: typography, desktop publishing, infographics, font design, illustration and 3D.
» Digital & Strategy: UI/UX design, user research and competitor analysis.
» Physical: print design and packaging design.
Beyond my technical abilities, my soft skills are what keep projects moving smoothly. I confide in my organizational skills, great teamwork, and strict adherence to deadlines and time management. I am also a highly agile learner, bringing openmindedness and initiative to every aspect of work.
01. Dr. Merz
» Fields: brand identity and packaging design.Defining the character and essence of the brand’s product: a brand of reliable and durable american adhesive bandages. It gives customer a feeling of «time-tested reliability», «like in the good old days».
Heal fast. Just as time goes by
Adhesive bandages that inspire confidence. Fast healing, dense and reliable material. The brand’s mission is to ensure that people around the world can use a quality product to heal wounds, cuts and calluses.
To achieve the needed look, I embraced the aesthetics of old american packaging while maintaining today’s relevance. They needed a recognizable identity that stands out on the shelf. That’s why the chosen color palette is somewhat replicating colors of the american flag.
As a next step, I developed a series of packaging designs: basic edition line, featuring different shapes and sizes of adhesive bandages and a special edition line, with eye-catching prints referencing american visual keys on the bandages. The packaging builds upon already recognisible visual style while remaining self-ironic and highly appealing on the shelf.
02. Ordinary wonder
» Fields: brand identity and navigation system.At the Ordinary wonder rehabilitation center burnt-out prodigies find the missing pieces of themselves like puzzle pieces and uncover new strengths they didn’t know they had. Therapy, career counseling, mentorship and physical practices come together to turn ordinary wonder into reality.
That is exactly why I chose puzzles as the primary visual metaphor of the project. They are used in patterns, as full-fledged graphic codes and in typography. I wanted to capture the therapeutic yet optimistic nature of the center through the color palette, so I opted for bright and sunny colors.
I also developed a comprehensive wayfinding and signage system for all interior spaces, continuing the puzzle presense in centre’s visual identity.
03. Strekoza
» Fields: brand identity.The playground market is flooded with commercial manufacturers doing massive corporate and government orders. Because of this you see the exact same playgrounds in different cities and counties — they lack character.This client is different. They take a highly regional and individual approach, finding innovative solutions for every specific case with a huge focus on materials. Their mission is to study local climates, landscapes and cultures, using eco-friendly materials that are native to the area. They want to tell stories through design and help kids get off their phones, developing their imagination, motor skills and physical strength.
Taking all of these brand values into account, I developed three completely different concepts for this project. Ultimately, my research journey led me to these three territories:
» First, a concept focused on combining various materials, high-tech solutions and sustainability.
» Second, a concept where the playground looks like a bright dragonfly wing, utilizing mosaic patterns and striking colors.
