Shumarak (Bosnian word that means “a small forest” or “grove”) is a family-led initiative dedicated to helping families reconnect with nature through outdoor adventures across Bosnia and Herzegovina. Their mission? To make exploring the outdoors simple, safe, and full of joy — for kids and adults alike.
When they came to me, there was no brand, no website, and no online presence. We started from absolute zero — building everything from the ground up: a full visual identity, a strategic website, a social media launch campaign, and a set of custom illustrations that now define the brand’s visual world.
Shumarak
scope of work
visual identity
design direction
playful
warm
professional
illustrations
website
Creative direction
AKA MOODBOARDS
To begin, I dove deep into research and competitor analysis to shape the creative direction. I presented two distinct moodboards, and together we chose one that felt warm, playful, yet trustworthy — evoking the feeling of school field trips, childhood herbariums, and the joy of learning in nature.
playful
warm
professional
The logo
Rounded corners add softness and approachability to the letters, while that side subtly echoes the curve of a leaf.
The “u” and “m” are connected to resemble a hiking trail.
The logo was intentionally kept clean and timeless to balance the colorful, illustrative brand system.
Brand concept
Illustrations
- A warm, nature-inspired color palette
- Custom illustrations — abstract yet rooted in natural textures
- Playful typography with a professional, family-friendly feel
- Branded mockups that brought the concept into real-world context
- Quick Brand Style Guide
Website
Once the branding was finalized, I translated it into a fully custom website that’s both functional and full of personality.
Story illustrations
I also created a series of custom illustrations inspired by Bosnian legends, lovingly tailored for kids. Each piece was designed to spark curiosity and connect little explorers with their cultural roots.
The stories themselves are truly magical, and I feel honored to have brought them to life visually. You can discover them all on Shumarak’s website — trust me, they’re worth the read.
Some more mockups
Watch on Insta the full case study
"When I saw your website and portfolio, you immediately inspired trust, so I had no doubt in entrusting you with the visual identity (logo, branding, social media, website) of my life project called “Šumarak.” And truly, it’s a decision I’ve never regretted. You didn’t just faithfully bring my idea to life — you elevated it, creating a design that exceeded all my expectations. You simply added that Shapely magic. Every new delivery from you was a genuine joy — like opening a treasure chest.
Communication was flawless from the very beginning; your approachability and professionalism complement each other perfectly, and I always felt that you truly cared about the project rather than treating it as “just another task.” You showed exceptional creativity and mastery in solving every challenge that came up. On top of that, you were incredibly fast and always met deadlines.
Your approach to work absolutely impressed me; you thought of every detail to make our collaboration completely clear, transparent, and professional. I wholeheartedly recommend you to anyone ready to invest time and money into the design, branding, and visual identity of their business — for those who want something truly special, recognizable, original, and high-quality.
Thank you for the wonderful collaboration and for every little extra contribution beyond what was agreed upon professionally. I wish you lots of success in your work. May all your clients always be as special, high-quality, and kind-hearted as you are."
Social media
To complete the launch, I designed a social media campaign that teased the new brand and website, generating buzz and excitement, as well as social media templates.
The results came fast: 1,000 followers within days of launch — proof that when strategy and design align, growth follows.
Here are some social media posts my client made following the guidelines and I must say I am very proud to see them being on-brand!