I help product-based and early-stage brands with creative direction, creative design, and brand development.
I see brands as living things—growing, shifting, and finding their voice. My role is to guide that evolution visually and strategically through creative direction, thoughtful design, and clear storytelling. I work with an agile mindset, supporting brands as they develop structure and clarity without forcing answers too early.
Years of experience
Collaborations
WHAT DO I BRING TO THE TABLE, YOU ASK?
Interested to see more? Scroll down and explore selected projects:
Letterfest
creative direction and design
Personalised gifts
Kubem Studio
full-scale brand creation & growth
Playful corner of whimsical illustrations
Contrado
creative design
Design partner of independent artists worldwide
Includder
brand development and management
Connecting international students with mentors.
Letterfest
Letterfest is a product-based brand focused on thoughtfully designed personalised gifts. The brand operates across e-commerce and marketing channels, requiring a strong and consistent visual presence that supports both storytelling and commercial performance.The work focuses on developing and executing visual assets that align brand identity with product presentation and marketing needs.
Tasks
* Leading visual direction
* Design and development of visual assets
* Alignment of visual execution
* Collaboration with marketing, commercial, and e-commerce teams
Tools
* Figma
* Adobe Photoshop
* Adobe AfterEffects
* Slack and Asana
* Higgsfield
Letterfest
The visual approach is developed through close collaboration with marketing teams and is grounded in audience insight rather than aesthetic preference alone. The process begins with an analysis of existing customer personas and segments, supported by available market research, performance data, and insights into which visuals, campaigns, and formats resonate most strongly.
Contrado
The new visual identity is centred around unique qualities, sustainability, the brand’s mission, and the target audience. Contrado helps creatives to make, source and sell art across a vast range of quality and exclusive products made to last. I worked closely with an art director and team to redefine the brand’s key visual messages, create artist's collections and develop campaigns. The photography direction is inclusive and celebrates artist collections.
Tasks
* Brand guidelines
* Brand illustration
* Visual design
* Campaign development
* Collection development
* Platform improvement
Tools
* Figma
* Adobe Photoshop
* Adobe AfterEffects
* Adobe Illustrator
* Procreate
* Miro & Notion
Contrado
I worked closely with the marketing team to understand their goals and objectives and create engaging visuals that support the company's marketing campaign efforts. The tasks included the design of email newsletters, social media posts, advertisements, and campaign preparations.
Tools
Active Campaign *
Mailchimp *
Figma *
Adobe Photoshop *
Adobe InDesign *
Campaign concept design
In my role as a creative designer at Contrado, developing campaigns and creating collections with artists was a key responsibility. I curated artwork collections and designed product lines to showcase each artist's unique style and values. Here's an example of a collaboration with the illustrator CatCoq.
Forming a concept
This campaign celebrates the 60s, titled "Golden Hour." I aimed to showcase the artist's vibrant work and the premium look of Contrado's products by curating a collection that highlights her designs. The process began with a moodboard for inspiration.
Product design
The next step is designing a product range, including clothes, accessories, and stationery. I focused on combining patterns, determining sizes, and using prints thoughtfully.
Photoshoot
Preparing for a photoshoot involves sketching compositions, getting props ready, and carefully incorporating design products.
Promoting the collection
After getting everything ready to roll, it's time to spread the joy and share the collection with everyone!
Kubem Studio
Kubem Studio is an illustration-led brand focused on playful visual storytelling. Alongside client work, I developed the brand from the ground up, defining its visual identity, creative direction, and growth strategy. The work spans brand assets, product collections, and marketing materials, with a focus on consistency, recognisability, and long-term development.My role included brand development, creative direction, and hands-on design, as well as managing the brand’s digital presence, product offerings, and customer experience.
Tasks
* Brand development
* Project management
* Visual identity
* Website and shop design
* Print collection design
* Illustration services
* Marketing & growth strategy
* Customer service
Tools
* Adobe Illustrator
* Adobe Photoshop
* Adobe InDesign
* Procreate
* WordPress
* Notion and Slack
* Figma
Kubem Studio
I led and coordinated multiple custom projects, overseeing creative direction, external collaborators, and licensing partnerships, while guiding content development across brand and product touchpoints. Growth was driven through organic marketing, strategic collaborations, and the structured expansion of the Etsy shop. During this period, Kubem’s digital wall art reached customers in over 40 countries, and the illustrations were featured through World Market. Collaborations included brand and book illustration, as well as print and pattern licensing within broader visual systems.
Includder
The Includder Project was developed to support students in launching international careers by providing them with mentorship, resources, and structured events. The project involved end-to-end development and execution, from conceptualization to the first phase of on-the-ground implementation. My role was to establish the digital presence and brand voice, promote the upcoming platform, oversee event logistics, and lead outreach efforts to engage students and potential mentors.
Tasks
* Project ideation & research
* Branding & content strategy
* Website design
* Ad creative development
* Event planning & execution
* Student & mentor outreach
Tools
* WordPress
* Adobe Photoshop
* Procreate
* Eventbrite & Meetup
* Facebook Ads Manager
* Notion
Project timeline & phases
I played a dual role as brand designer and project manager, leading the development of the project’s visual identity, brand voice, and marketing/ outreach strategy.
Laying the foundation
The tasks included defining project goals, conducting research, creating a cohesive brand voice and digital presence, and developing the website.
Event organization & promotion
The next phase focused on structuring the event format, managing logistics, securing a speaker, setting up registration, and launching a marketing campaign.
Student & mentor outreach
After engaging student communities, the process continued with direct outreach, mentor onboarding, and interviews.
TESTIMONIALS
" She was exceptionally enthusiastic about the project, using a fresh approach when delivering visual solutions, and it was something that I was looking for. She can think out of the box, and it was very helpful for the different points of view I needed. "
"Working with Milica was great! She undertook to learn what I was seeking in a brand new project and translated those ideas and suggestions into wonderful designs. Her attention to the details of how these designs would work really helped turn the project into a lovely success. The turnaround was prompt and efficient so we had the whole project wrapped up quickly too."
" Milica has been wonderful to work with! Superfast response time when creating a custom order for me. I highly recommend her shop! The decor will look so cute in my son's nursery. "
Design process for brand visual development
1.
Brand understanding & research: Exploration of the brand’s values, mission, personality, tone of voice, and visual context to establish a strong strategic foundation.
2.
Audience definition: Identification and analysis of the target audience to ensure the visual language resonates with their needs, expectations, and behaviour.
3.
Concept & visual direction: Development of a design concept aligned with brand strategy and broader marketing objectives, ensuring clarity and consistency.
4.
Validation & refinement: Evaluation of visual directions for clarity, inclusivity, and ease of understanding, ensuring they feel inviting and accessible.
5.
Design development: Refinement of the selected direction into a cohesive visual system that supports long-term brand use.
6.
Cross-platform application: Application of the final design across relevant platforms and touchpoints, maintaining consistency across brand, product, and marketing channels.
Let's work together
