Every shape tells a story: Crafting a visual language for modern femininity

Everything from fierce to flirty, bold to breezy—iDiva is a women’s lifestyle platform that embraces every facet of femininity. When the brand came to us, they needed a visual tone that resonated with all women, a design language as diverse and dynamic as their audience—whether bold and unapologetic or graceful and understated.

Cheeky is the new chic.

Femininity today isn’t defined by a single straight line; it’s a blend of dashed, dotted, curved, and spiky edges – a vibrant fusion of shapes and expressions. This sentiment lies at the heart of iDiva, and it inspired the design system we created.

The visual language uses geometric shapes and fluid movements that capture the duality of femininity – strong yet subtle, vivid yet mellow. The juxtaposition of these elements gives life to a brand that is versatile, empowering, and unapologetically authentic.

Our work included building a cohesive brand identity system that seamlessly adapts to iDiva’s wide array of lifestyle categories. From video assets and social media templates to print and outdoor designs, we ensured that the brand speaks in one clear, confident voice, no matter where it shows up.