NMJ is a network of Modelling Schools for kids and teenagers. In school, teenage girls learn how to pose, walk and present themselves. NMJ also helps their pupils to meet new friends, new passions, and new opportunities. Last year they decided to update their positioning from “We are Fashion” to a more passionate “In love with fashion”. This transition served as an inspiration for Igor Kolomiiets, a Kyiv-based brand designer, to update the school’s visual identity, add the slogan “stay in love” and create merch and posters to convey the romantic and warm feeling of being in love. It’s a hopeful and optimistic design system for the hopeful and optimistic period of life.

The idea has been expanded further with photoshoots, that captured models in a romantic setting on film, to further the idea of being in love. The slogan “Stay in love” acts expands in territories of self-love and self-acceptance. Photos were done by Secret Production in cooperation with NMJ.

From the design standpoint, the identity is dynamic and modular with a set of design elements and emphasis on the NMJ logo, to gradually shift the brand’s recognition from the full name to the abbreviation. Because the school uses a lot of photo materials in their communications, the decision was made to create simple font choises and simple, but bold center-aligned typography and visual elements, that work well in animations, videos, stills, and as simple graphics. NMJ logo is placed in dynamic frames, which are reminiscent of butterflies and vine shapes.