PROJECT / CASE STUDY
SHEVCHENKO
Shevchenko is a visual identity for Kyiv-based photographer Anastasiia Shevchenko. Developed closely with the client, it introduces a subtle connection to Ukrainian culture while keeping her photography at the center.
01 / CONCEPT & CREATIVE DIRECTION
The idea began with a familiar childhood phrase: “Smile, watch the birdie.” I remembered hearing it before photographs were taken, and that memory led me to explore the bird as a connection between the camera and the person in front of it. Research into early photographic bird props gave this association a practical dimension: a small, playful object could catch someone’s attention and make an unfamiliar experience feel more comfortable. To give that idea a Ukrainian expression, I turned to the svyshchyk, a traditional clay whistle shaped like a bird. Its compact silhouette became the basis of the logo, bringing together photography, childhood memory, and Ukrainian craft. For a photographer with a widely recognized Ukrainian surname, it offers a personal cultural reference that reveals itself through the story behind the symbol.
02 / Visual identity
A simplified bird emblem pairs with an elegant serif wordmark. The bird works as a compact signature, while restrained typography and spacious layouts give portraits and photographic sequences room to lead.
03 / Colour & graphic language
Black, white, and soft gray establish a quiet foundation, with muted blue appearing in decorative details. Floral motifs inspired by painted Ukrainian ceramics extend the bird’s story into a pattern, bringing a more expressive layer to the otherwise minimal identity.
04 / Applications
The system extends across portfolio layouts, stationery, gift certificates, and social media. Minimal compositions frame the photography, while patterned pieces introduce the identity’s connection to Ukrainian craft.
