Itera
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. 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.
Year
2026
Services
Brand Identity
Art Direction
Digital Assets
Portrait photography by Kristina Paunovski.
The logomark is a custom scripted “i” in motion, with a dot that shifts position for each sub-division. 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.