Mýtna 37
Visual Identity for Boutique Apartment Complex
MY ROLE:
CREATIVE DIRECTION
BRAND & ART DIRECTION
WEBSITE DESIGN
LOGO DESIGN & VISUAL IDENTITY
COLOUR PALETTE & MATERIAL CONCEPT
PRINTED MEDIA
OUTDOOR & OOH COMMUNICATION
VIDEO DIRECTION
CREATIVE DIRECTION
BRAND & ART DIRECTION
WEBSITE DESIGN
LOGO DESIGN & VISUAL IDENTITY
COLOUR PALETTE & MATERIAL CONCEPT
PRINTED MEDIA
OUTDOOR & OOH COMMUNICATION
VIDEO DIRECTION
DESCRIPTION
Mýtna 37 is a boutique residential development conceived as a quiet refuge within the city — a place where quality materials, thoughtful architecture, and nature coexist in balance. At its core lies a private atrium planted with carefully selected trees, flowers, and greenery designed to evolve with the seasons, offering residents a sense of calm, continuity, and everyday escape from the surrounding urban intensity.
The visual identity draws directly from this philosophy. I built the colour palette from the materials and plant life found within the development itself — organic greens, muted florals, and earthy tones that feel natural, warm, and grounded. The logo takes inspiration from flora, using a soft, calligraphic gesture to echo growth, movement, and the delicacy of plants in bloom, while maintaining a refined and contemporary presence.
Key visuals reconnect architecture with nature through layered compositions where the building and selected plants exist in harmony. These visuals evolve throughout the campaign, mirroring the life cycle of the development — from the first idea and planting of roots, through growth and transformation, to a fully living structure that breathes with the city. Each campaign phase introduces new botanical elements as metaphors for progress, maturity, and permanence, allowing the brand to grow alongside the building itself.
Mýtna 37 is a boutique residential development conceived as a quiet refuge within the city — a place where quality materials, thoughtful architecture, and nature coexist in balance. At its core lies a private atrium planted with carefully selected trees, flowers, and greenery designed to evolve with the seasons, offering residents a sense of calm, continuity, and everyday escape from the surrounding urban intensity.
The visual identity draws directly from this philosophy. I built the colour palette from the materials and plant life found within the development itself — organic greens, muted florals, and earthy tones that feel natural, warm, and grounded. The logo takes inspiration from flora, using a soft, calligraphic gesture to echo growth, movement, and the delicacy of plants in bloom, while maintaining a refined and contemporary presence.
Key visuals reconnect architecture with nature through layered compositions where the building and selected plants exist in harmony. These visuals evolve throughout the campaign, mirroring the life cycle of the development — from the first idea and planting of roots, through growth and transformation, to a fully living structure that breathes with the city. Each campaign phase introduces new botanical elements as metaphors for progress, maturity, and permanence, allowing the brand to grow alongside the building itself.
LOGO PHILOSOPHY
1. The Mýtna 37 logo is rooted in the language of nature translated through typography. Its letterforms echo organic growth—subtle curves, tension, and release reminiscent of stems, petals, and natural rhythms. Rather than acting as a neutral identifier, the typography becomes a living structure: something that feels cultivated rather than constructed. This reflects the essence of the boutique complex itself—a carefully designed environment where nature is not decorative, but integral to the experience of living.
2. The character of the type carries a sense of refinement and fragility, mirroring the attention to detail found within the atrium. Each curve feels intentional, almost botanical—as if shaped by slow, seasonal processes rather than rigid systems. The contrast within the letterforms suggests both delicacy and strength, much like plant life that adapts, evolves, and persists. In this way, the logo embodies a quiet dialogue between architecture and nature: controlled yet organic, designed yet alive.
3. The inclusion of the number 37 extends this narrative into a spatial and temporal dimension. It anchors the identity in a precise location, while visually interacting with the typography in a way that feels slightly unexpected—almost like an element growing alongside the name rather than simply following it. This subtle tension reflects the experience of the space itself: an urban structure interrupted by moments of softness, greenery, and pause.