Ilus, the Estonian word for “beauty,” was the name of a boutique and online store in New York City that specialized in designer dress rentals. Having placed in Microsoft’s IdeaWins competition, owner Linda Pratka needed to create an identity from scratch. I designed the logo based on Estonian textiles and the coat of arms, and in addition to creating the site and devising its calendaring system and sizing charts, I directed the lifestyle photography. We decided on black-and-white for the brand colors to speak to high style, elegance and to enable the dresses to stand out in both her physical and online stores. 

      What I did

  • Identity
  • Website
  • Screen/signage applications
  • Infographics
  • Digital advertising
  • Guidelines
  • Consulting