Identity for Lamoda Community — a platform for people who love fashion and Lamoda, one of Russia’s biggest online retailers.

Lamoda Community is a space for likeminded people to connect, share knowledge and enjoy experiences beyond smartphone screens. For the community, we designed an identity, social media templates, and collaterals, embodying the feeling of togetherness. Our goal was to create a flexible design system that has its own visual language whilst keeping it in line with the parent brand.

The main element of the identity is a portal-shaped frame, graphically symbolizing unity, intended to help Lamoda Community to contain various photographic and typographic materials. The set of icons, representing three main divisions in the community such as fashion, beauty, and sports, together with the bright color palette and distinctive patterns of the Lamoda brand, create a fun, welcoming atmosphere for its members.