Onda
Brand Identity
Editorial Design
Digital Experience
2026
CLIENT
Onda
TIMELINE
Sep 2024–Mar 2025 · 7 months
MY ROLE
Lead Brand & Digital Designer
TOOLS USED
Figma, Illustrator, InDesign, After Effects, Cinema 4D
COLLABORATORS
Naomi Sato, Felix Hart, Jun Seo
01 / OVERVIEW
Project Overview
Onda creates modular furniture for compact homes and changing routines. Ari developed an identity, editorial catalog, and digital configurator that present adaptability as a source of calm rather than compromise.
Design Brief
The collection used a small family of components to create shelves, benches, desks, and room dividers. Ari was asked to clarify that system for first-time buyers while giving Onda a visual identity distinct from technical contract-furniture brands. The experience needed to communicate proportion, material, assembly, and future expansion without overwhelming customers with options.
Key insight 01: People understood modularity fastest when they saw the same pieces supporting different daily rituals, not when they studied exploded diagrams.
Key insight 02: Showing a clear starting configuration made customization feel approachable and gave customers confidence to expand later.
02 / PROCESS
Design Process
Ari based the identity on a gently shifting grid that could stretch, divide, and recombine like the furniture itself. A wide wordmark, modular framing device, and warm neutral palette established a precise but domestic visual language.
The printed catalog pairs spacious room photography with close studies of joints, finishes, and repeated components. Foldout sequences show one configuration becoming another, turning the system into an editorial story about changing space.
The digital configurator begins with recognizable room needs before introducing dimensions and modules. Customers can compare arrangements, switch materials, save a configuration, and view a concise parts list, with the interface borrowing the same grid and pacing as the catalog.
03 / RESULTS
Outcomes
Onda gained a coherent launch system that connected product storytelling, specification, and configuration. The guided starting points helped customers move from inspiration to a viable arrangement, while the modular graphic system gave the brand room to grow alongside the collection.
Reflection
The most effective expression of flexibility was not visual complexity, but controlled repetition. A small set of graphic rules mirrored the product logic and made every touchpoint feel adaptable without becoming unstable.
