Mariana Lemus is an Interior Designer from Medellin-Colombia, who focuses on the elegant yet straightforward aspects of a space. In 2017 she needed a way to showcase her freelance business.
The Brief:
Create a logotype based on the client's brief of the brand, then develop a designed portfolio that includes all the projects Mariana has worked on over the years. The primary portfolio platform is a digital display, but a printed version needs to be delivered as well in case digital delivery is unavailable
Simple and clean lines heavily inspired the logotype; initially, I explored stylized serif letters to create a monogram that combined simple organic elements to create a more distinctive mark. After feedback, the mark took a more geometric and angular approach to represent Mariana's vision.
The portfolio's design needed to have a modern and sleek look to represent Marianas' personality and style. To that end, and to keep in line with the logo, I included geometric shapes to frame the content and guide the reader's eyes through the page. We chose the horizontal format to have a larger space to showcase the renders of the finished interiors.
The client was able to showcase her brand digitally and physically with the portfolio. The simplistic and clean branding was a good starting point for creating a more established presence in the business while also lending itself to be used for interior design and any other future endeavors due to its neutral appearance.
