• rubricator •1. about me
2. core specialization2.1 i’m a brand & idenity designer
2.2 i’m a motion designer & ai-creator3. a selection of my other projects
about me
my name is Sofa and i am a multidisciplinary designer specializing in branding, visual identity and motion design
My practice combines strategic thinking, conceptual development and visual experimentation. Beyond my core specializations, I explore typography, illustration and object design as ways to expand my creative language and approach ideas from different perspectives.I work across mediums, choosing the visual tools that best communicate each project’s concept and purpose.
i’m a brand & Identity designer
22|11 — rebranding & identity for social media
About the brand22|11 is an Armenian premium skincare brand combining high-quality ingredients and a systematic approach to everyday skincare.The brief
Develop a distinctive premium visual identity and social media presence that differentiates the brand in a competitive skincare market. Communicate its Armenian heritage, product expertise and the value of consistent skincare routines.Concept
By combining structured design with authentic moments of human life and Armenian cultural heritage, the brand balances systematic precision with emotional connection.Outcome
The project was presented to the brand’s founder during an in-person meeting and received approval. Implementation is currently being planned.
tagline and concept itself
systematic presence. systematic care
frames from the screensaver. the logo’s line becomes variable in the context of the space.
The concept positions 22|11 as an interconnected system of care already integrated into people’s everyday lives. The identity communicates the brand’s natural, continuous presence without imposing itself.
Inspired by the brand’s name, the 2:1 proportion becomes its own golden ratio and the foundation of a flexible visual grid. It represents the relationship between systematic care and the unpredictability of everyday life, uniting structure and human authenticity within one identity.
posters. the 22|11 system does not try to adapt the natural system to itself, but rather harmoniously integrates into it
stories for 22|11
stories for 22|11
cards-instructions for the use of products and a description of the sequence of use of funds
the full list of products is placed on the sheet in a 2k1 ratio
Texturization
About the projectTexturization is an experimental international fashion week where designers explore shared philosophical themes through conceptual collections, presenting diverse creative perspectives on the same subject.The brief
Develop a flexible visual identity that reflects the diversity of participating designers, creative approaches, and event formats while maintaining a recognizable and cohesive brand image.Concept
A variation within a unified system. Rather than imposing a single visual language, it allows different creative expressions to coexist, reflecting the experimental nature of the event.Outcome
The project received high praise and was awarded a certificate of participation in HSE Creative Open.
The identity draws on the deconstruction of human-made order by natural forces over time. Cracks, layers and fading create patterned chaos, symbolizing the interaction between human structure and natural unpredictability.
elements of paper documentation
merchandise
