• Context: ELA Interiorismo was growing quickly, but its brand identity didn’t yet reflect the sophistication, clarity, and calm professionalism of the spaces it created. Many of its prospective clients had never worked with an interior design studio before, which meant the brand needed to feel instantly trustworthy, approachable, and polished.
  
  
• Core Problem: The existing visual presence lacked cohesion and didn’t communicate the studio’s design philosophy: clean lines, intentional simplicity, and a sense of curated calm. The brand name “ELA” also carried cultural meaning in Galician (“ela” = “she”), which was not yet reflected visually..
  
  
• Opportunity: Create a logo that feels as refined and intentional as the interiors ELA designs, clean, modern, and quietly confident. Build a mark that subtly honors the CEO, Eva López Fernández, by embedding both ELA and EVA into the letterforms, creating a dual‑reading wordmark that feels personal without being literal.
  
  
• Constraints: The identity needed to appeal to clients with little design literacy, meaning the logo had to be instantly legible, minimal, and free of visual noise. It also needed to scale across digital, print, and interior signage without losing clarity.
  
  
• Success Criteria: A logo that communicates professionalism and warmth, reflects the studio’s aesthetic values, and resonates with clients who may be intimidated by the interior design process. The mark should feel timeless, gender‑aware without being gendered, and unmistakably tied to the founder’s identity.

Primary Audiences

• Homeowners seeking their first interior design experience
• Young professionals and families renovating or furnishing new homes
• Clients who value clean, modern aesthetics but need guidance
• Local Galician clients who appreciate cultural nuance and language

Insights That Shaped the Work

• Clients often feel overwhelmed by design decisions; the brand needed to feel calming and structured.
• A clean, geometric wordmark mirrors the studio’s design philosophy: simplicity with intention.
• The dual reading of ELA/EVA creates a subtle emotional connection to the founder, reinforcing trust and authenticity.
• Color palettes needed to reflect interior design sensibilities—soft neutrals, warm woods, and contemporary accents.

Behavioral Needs

• Immediate clarity and professionalism
• A sense of “I’m in good hands”
• A brand that feels modern but not trendy, refined but not intimidating

Framing the Problem The brand needed to visually embody the feeling of stepping into a beautifully designed space: clean lines, balanced proportions, and a sense of calm. The logo had to be both a name and a narrative.

Concept Development & Rationale

• Explored the linguistic duality of ELA (“she”) and EVA (the founder’s name).
• Crafted a wordmark where the negative space and letter geometry allow both readings to emerge naturally.
• Focused on a minimalist typographic approach, no icons, no embellishments, just pure form and intention.
• Ensured the mark felt architectural, echoing the structure and flow of interior spaces.

Visual Direction

• Typography: A custom‑modified sans serif with softened edges and precise geometry.
  
• Color Palette: Muted neutrals inspired by natural materials—oak, linen, stone, and soft graphite.
  
• Spacing & Proportion: Wide kerning and generous breathing room to evoke calm and clarity.
  
• Tone: Clean, modern, feminine‑without‑being‑feminized, and deeply professional.

Collaboration & Process

• Conducted interviews with Eva to understand her design philosophy and personal story.
• Iterated through sketches exploring the interplay between ELA and EVA.
• Tested the mark across mockups: signage, business cards, social posts, and website headers.
• Delivered a usage guide to ensure consistency across future brand touchpoints.

• Adobe CC, Figma
• Creative direction, art direction
• Typography and custom letterform design
• Brand strategy and storytelling
• Minimalist design systems
• Client‑friendly presentation and rationale building

Designing ELA’s identity was a reminder that the most powerful brands often come from the quietest gestures. The dual reading of ELA/EVA became the heart of the mark, subtle, personal, and deeply intentional. If I expanded the system further, I’d explore a set of interior‑inspired patterns and a motion system that reveals the EVA reading dynamically, reinforcing the brand’s story with elegance and restraint.