Student of the Faculty of Design of the Institute for the Humanities and Information Technologies (IGUMO) named Ulduz Pashaeva worked out a corporate identity for a premium-segment jewellery brand. The concept was based on the absence of design per se.

The work was carried out for Time for Jewelry company within the graduation projects.

“The client gave me full creative freedom. That is why I decided to experiment. Who knows when I have such a chance again?

My design is based on an algebraic calculation of form, a multi-module system, and a complete lack of colour. I believe that design is for systematization, order, and convenience. Decorating is secondary here. I have used only white to emphasize the brand products and not to distract the viewer’s attention with unnecessary details. The result turned out very futuristic”, says Ulduz Pashaeva, student of the Faculty of Design of the Institute for the Humanities and Information Technologies, when describing her project.

The entire design is based on a multi-module system. Ulduz Pashaeva also worked out a brand book describing the rules of corporate identity’s application.

The expert committee and the client highly assessed the project prepared for Time for Jewelry. The concept characterized by a minimalist style and emphasizing the accent jewellery element deserved special remarks.

“It was unexpected to get a high assessment from experts. Without their support, the project would not have been realized. I remember clearly how Elizaveta Zemlyanova, Dean of the Faculty of Design, said that I was making a REAL design even at the early stages of development. These very words inspired me to choose the most difficult path.

Olga Baranova told me about Swiss typography, the concepts of which were also used in my project.

Ksenia Pronina taught me how to take pictures when having an extremely short deadline. The pictures were used for the presentation.

Aleksandra Polyakova, the most important person and best friend for me who had discovered my potential, explained that intelligent design was my strength. That’s why I graduate with a feeling that part of her lives in my heart. I want to carry her knowledge and methods through time and pass them on to my future colleagues.

IGUMO has always supported the craziest ideas and respected our way of working. The Institute’s administration prioritized our education properly focusing on the most demanded design skills. I transferred here in my second year from a prestigious university. The Institute has a lot of advantages that should be mentioned. I am proud that I graduated from IGUMO. Without it, I would not have become a designer and a true professional”, comments Ulduz Pashaeva.

Kristina Danilina, Agency for Relevant Communication students’ business incubator

Translated by Nikolay Gavrilov

30.06.2021
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