ABOUT THE PROJECT

Identity Room is a multidisciplinary concept store and cultural space that gives emerging artists and designers a platform to be seen. Located in the heart of Vilnius Old Town, it brings together art, design, cultural experiences, coffee, and community into an approachable cultural destination that celebrates creativity, individuality, and accessibility.

The project is developed through the collaboration of several creative teams, combining brand strategy, visual identity, interior architecture, communication, and spatial experience into one cohesive vision.

The space is currently in development and is expected to launch both physically and digitally towards the end of 2026

COLLABORATION

This project was developed in collaboration with Black Creatives, led by brand strategist Ieva Juodelė, who was responsible for the project's strategic concept, positioning, communication strategy, and the implementation and curation of the brand across different channels. 

The interior architecture was designed by Spazio Design Studio, while I created the visual identity, logo system, visual language, and brand guidelines.

CLIENT NEEDS

The client needed a visual identity that could support a constantly evolving community of artists rather than define it. The system had to accommodate changing collections, exhibitions, collaborations, and events while remaining recognisable across both physical and digital experiences. Most importantly, the identity had to create space for artists and their work to take centre stage instead of competing for attention.

DESIGN VALUE

The visual identity was designed as an evolving framework that acts as a quiet backdrop for artists and their work while remaining distinctive in its own right. Rather than following the visual language of a traditional contemporary gallery, the identity was intentionally created to feel warm, expressive, approachable, and culturally rooted.

The logo highlights the letters "ID", referencing both Identity Room and the individuality of every creator featured in the space. Its asymmetrical form subtly echoes the layout of a room, while the evolving ID symbol expands into a modular graphic element that functions as an abstract pattern, framing device, and compositional accent across different applications.

Inspired by the colours of Vilnius Old Town, the palette reinterprets tones found in the surrounding architecture through fresher, contemporary shades. Combined with typography that balances historical character and modern clarity, the identity remains timeless, adaptable, and open to continuous transformation.

Rather than becoming the main visual attraction, the identity provides a recognisable framework that supports changing artists, collections, and exhibitions while allowing the creative work itself to remain at the centre of the experience.

DELIVERABLES

visual identity + logo system / identity implementation guidelines / social media identity / marketing design guidelines + marketing assets