01_ Liisu Miller – logo, cvi & web design
The aim was to create a clear visual logic for her platform, which is a curated, affiliate-based selection of products that she personally uses and stands behind. The system supports a wide range of categories, from home and beauty to children and wellbeing, while keeping the interface calm and consistent.
The logo
The logo is constructed from her initials. The M carries the primary structure; the L is integrated into its negative space. The geometry is rounded to work in small sizes and to reflect the everyday, domestic and soft, feminine focus that her platform and personal brand carries. The intention was function first: a mark that scales, aligns easily, and doesn’t dominate content.
The palette
The palette uses earth-toned neutrals.
These colours were chosen because they interact predictably with lifestyle imagery: skin tones, interiors, fabrics, product textures.
Nothing is saturated or high-contrast; the palette is built to sit behind content and keep the page readable.
Typography
Three typefaces are used with clear division of roles:
- Somar Sans for structure and headings
- JHC Sineas for secondary information
- BR Segma for functional elements and emphasis
The hierarchy is designed to stay stable even when the page layout becomes dense.
Web
The website is structured around straightforward navigation.
Category pages carry the same logic as the homepage; nothing is a one-off solution.
The design avoids visual noise — the system relies on alignment, spacing, and typographic clarity instead of decorative elements.
Visual Direction
The visual language relies on soft light, neutral surfaces, and realistic lifestyle imagery.
The aim was to keep the identity grounded and unforced: no stylisation that competes with product photography. Spacing and quiet backgrounds carry most of the tone.
Layout & Grid
The grid is modular and open. It allows for multiple categories and content types without breaking alignment. Margins, column widths, and vertical rhythm were set to survive both desktop and mobile layouts.