My name is Sofya Roitman. I am a communication designer who primarily works with brand identity.
In every project, I strive to find a starting point that will help shape the entire visual identity—this could be the history of a place, a unique property of a material, the structure of language, or the nature of the project itself.I enjoy exploring the context, seeking unexpected connections, and testing how the ideas I discover function in graphic design. The result is a system where typography, color, composition, and individual elements are unified by a common logic.In this portfolio, I have compiled projects in which this approach has manifested itself in various ways.
I’m curious about how an idea becomes graphic design.
How should I approach projects?
Research. I study the project, its history, unique features, and target audience. I search for details that can form the foundation of the concept.
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Concept. I formulate the core idea and determine how it can be visually expressed.
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Development. I work with typography, graphic elements, color, and composition. I test how these elements interact and what possibilities they open up.
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Implementation. I assemble the components into a cohesive system and assess its performance across various media.It is crucial for me to understand the rationale behind a visual solution’s structure. This ensures a direct link between the initial idea and the final design.
1. Matryoshka — the hotel’s brand identity
1.1 Problem
The location already possesses a rich history. How might we narrate that story in a contemporary manner?
«Matryoshka» is a boutique hotel with an in-house café situated within a historic 19th-century wooden house in the heart of Totma. The project is deeply rooted in the history of Totma’s merchant-sailors—their voyages and the city’s connection to Russian America.I was interested in developing a graphic identity that could capture the spirit of this place and reinforce the hotel’s overarching concept. The architecture of Totma, its historical details, and the notion of traversing to another era all played a significant role in this process.
1.2 Concept
A Matryoshka doll is associated with an object that conceals other objects inside it. I liked the idea of gradual revelation: the closer you look, the more details you notice.
I applied this principle to the project’s graphic design. The foundation was based on Totma’s ornamental patterns and architectural elements. They can be nested inside one another, layered, and combined to create new compositions.
Thus, the hotel’s name became the guiding principle for the entire visual system.
1.3 Results
A Visual Identity Rooted in Place
In this project, the history of Totma is integrated into the brand identity through ornamentation and architectural details. The principle of nesting connects these elements to the hotel’s name and defines the logic behind the graphic design.This project showcases my approach to contextual design: I seek out distinctive features already present within the project and explore how they can form the foundation of a visual system.
