Itera is a brand founded by Iva Hlapčić, a scientist, dancer, and creator. It extends across the different fields she works in, structured as a core with three connected sub-divisions: Itera Moves, Itera Creates, and Itera Notes. This balance of separation and connection is reflected throughout the visual identity.

The logomark is a custom script monogram “i”, with a movable dot that shifts position for each sub-division, forming a distinct shape.

Itera Moves focuses on dance and movement, using red as its primary color to convey energy. Here, the dot sits on the upper curve, forming a side-profile figure in motion.

Itera Creates centers on digital marketing, working with freelancers, movement artists, and creators to build authentic digital presence. Its palette is a soft, muted yellow, paired with stone imagery and abstract graphics for a warm, approachable feel.

Itera Notes is a space for writing and conversation, grounded in movement, the body, and creativity. The dot shifts to the right end of the mark, referencing a sentence-ending period. Purple leads the palette, supported by abstract graphics, gradients, and a script typeface.

The shifting dot across sub-brands forms a pattern, extended into select applications of the main Itera identity, whose core palette remains black and white.