UNBOUND — Brand Identity & Art Direction

PROJECT OVERVIEW AND CORE IDEA

Itera is a personal and lifestyle brand founded by Iva Hlapčić: a scientist, dancer, and creative all in one. The brand extends across the different fields she works in, structured as a core with three connected sub-divisions: Itera Moves, Itera Creates, and Itera Notes.

Itera is built around movement, iteration, and connection. Each sub-division reflects a different aspect of the brand, yet all are linked through an overarching visual language. The identity expresses change and movement while keeping a unified presence across the brand.

LOGO AND VISUAL LANGUAGE

The logomark is a custom scripted “i” in motion, with a dot that shifts position for each sub-division. Itera, from “iteration,” highlights repetition, change, and progression. The shifting dot becomes a signature motif and forms patterns that link all sub-divisions in the main brand.

Movement is also expressed in layouts through variations in spacing and indents. The main Itera brand uses a black-and-white palette, while each sub-division exists fully in its own color, including graphics and the monogram, creating distinct identities within the overarching system.

ITERA MOVES

Itera Moves uses a lively red as its primary color, with abstract graphics and the monogram rendered in red to emphasize energy and movement.

ITERA CREATES

Itera Creates is defined by a slightly muted warm yellow, combined with stone imagery, textures, abstract graphics, and black-and-white accents. The monogram appears in yellow as a graphical element, complementing the creative and tactile quality of the division.

ITERA NOTES

Itera Notes is anchored by a deep, warm purple. Abstract graphics and the monogram appear in shades of purple, and a script font is used as an accent to emphasize writing and reflection, giving the division its own expressive character.