Range of work
Art direction, branding, web design
Livarea is a German online store selling premium Italian design furniture. I developed the whole branding concept and some initial website designs and micro interaction concepts.
Initial design propositions
Initial design – the modernist approach
The logo concept development started with a clean, modernist form. It is based on two arches forming the letter L. I used the graphical representation of the door used on technical interior drawings as an inspiration. It seemed that this form corresponds pretty well with products offered by the brand.
Initial design – the elegant approach
Another explored direction was more sophisticated and elegant. The brand offers high–end, luxurious products with the highest level of aesthetics. I wanted the logotype form to represent this.
This sign and logotype combine simple modernism with sophistication. The logotype incorporates the elegance of classical capitals, the simplicity of clean-cut letters and some sexy curves. It creates minimalist, modern and unique identity.
The final mark is a loose interpretation of a window, symbol of home. Its proportions are well thought out so it creates a visual rhythm that can be used to support all of the brand’s visuals. Shapes inside the frame can be rearranged creating lots of variants sharing the same DNA.
I was also asked to design the website and basic interaction concepts. The prototypes I created lead the way for the web developers working on the site.