Lamoda Fashion Retailer

IDENTITY     COMMUNICATION     WEB DESIGN

Established in 2011, Lamoda is Russia’s biggest online fashion retailer. The company outgrew it’s original startup state and wanted to become more global and mature on one hand, and more human on the other. It was going to make a shift from a technological e-commerce platform to a daily fashion consultant. Lamoda’s team wanted the new identity to have a bit of a legacy in it and to communicate that it belongs to a fashion industry. My team and I developed an identity around the idea of a new angle. There is a new angle in every aspect of the new Lamoda brand: in the logo, in the system of patterns, in a key color and the palette and photo style. Besides the basics we created more than 50 assets for different channels of brand communication: advertising and print materials, uniforms of the deliverymen and cars, motion principles, interior design and navigation, internal HR brand and many more. We also developed UX and UI principles and designed a new website and app.