Portfolio 2026 — Barcelona

MALENA JOVANOVIC

Brand Designer & Social Media Strategist — between Barcelona, Belgrade and New York.
See Selected Work ↓ View CV →
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Featured Work

Selected Projects

Three stories where brand strategy, social craft and visual identity came together to create something unmistakable.

01 — Nightlife Brand 72 Belgrade brand identity
Project / 01 Brand Identity

72 Belgrade

A complete brand identity system for one of Belgrade's most talked-about nightlife venues. Seven logo variations, a full color system, stickers, merch, and a visual language that lives as strong on a neon sign as it does on a business card.

7 Logo Variations
70+ Brand Assets
∞ Applications
View Project ↗
Project / 02 · 2023 — 2024 Agency · Social Media & Branding

After Studio

As Digital Marketing & Branding Intern at After Studio Belgrade I handled social media strategy and visual production for three client brands across hospitality, beauty and F&B — including Grand Hotel Kopaonik, Nomenclature Skincare and Pizzeria Mig.

I built AI-enhanced moodboards and creative layouts for the full visual rebrand of Grand Hotel Kopaonik, traveled on-site to shoot and edit video content independently, and tested creative variations across formats — using post-performance data to refine the content direction week after week.

3 Client Brands
23—24 Years On Site
100% Own Production
View Project ↗
03 — Product Branding Seatly product branding
Project / 03 Product Branding

Seatly.

A digital-first brand identity for a restaurant management platform. The system needed to work at 16px in a dashboard and at 3 metres on a tradeshow wall — seven logo variations, a flexible colour system and rules for every touchpoint.

7 Logo Versions
3 Color Systems
12 Touchpoints
View Project ↗
04 — Corporate Social Media Focus Economics LinkedIn ads campaign
Project / 04 Social Media Strategy

Focus Economics

Corporate social media campaign design for Focus Economics — a leading economics and forecasting platform. Created a series of LinkedIn ad campaigns targeting asset management, financial institutions, investment firms and public sector clients across multiple verticals.

13 Ad Variations
5 Client Segments
2 Video Assets
View Project ↗
Cheers to good work

Brands that show up.

Martini glass cheers
Made with hands

Real people. Real results.

Deep Dive · 2023 / 2024

After Studio Client Feeds

Real feeds, real posts. During my time at After Studio Belgrade I built visual systems and social strategies for hospitality, beauty and F&B brands across Serbia — from the full rebrand of Grand Hotel Kopaonik to Instagram feed design for restaurants, gelato bars and skincare labels.

Grand Hotel Kopaonik Grand Hotel Garden Restaurant Barrel House Gig Restoran Mig Pizza & Gelato Max Medica Nomenclature Skincare
01
Hospitality · Full Rebrand

Grand Hotel Kopaonik

Visual rebrand with AI-enhanced moodboards, on-site video production and a full Instagram system for the hotel and its Garden Restaurant.

Grand Hotel Kopaonik Instagram
Grand Hotel feed grid 1
Grand Hotel feed grid 2
Garden Restaurant Instagram
Garden Restaurant feed 1
Garden Restaurant feed 2
02
F&B · Restaurant

Barrel House

Moody restaurant feed rooted in food photography and bold type — designed to pull in local diners and tourists alike.

Barrel House Instagram profile
Barrel House feed 1
Barrel House feed 2
Barrel House example posts 1
Barrel House example posts 2
03
F&B · Pizzeria & Gelato

Mig Gelato

Playful, colour-drenched feed for a pizzeria and gelato bar — built on creative variations tested against post-performance data.

Mig Gelato Instagram
Mig Gelato example posts 1
Mig Gelato example posts 2
04
F&B · Restaurant

Gig Restoran

Content-led feed design pairing clean food photography with strong editorial typography.

Gig Restoran feed 1
Gig Restoran feed 2
05
Wellness · Beauty

Max Medica

Calm, editorial social system for a wellness and beauty brand — focused on education-first content.

Max Medica Instagram
Max Medica feed 1
Max Medica feed 2
See Full Project Page →
What I Offer

Services & craft

Full-service brand & social. One person — end-to-end thinking — from strategy to the final sticker.

01

Brand Identity Systems

Logo design, guidelines, colour systems, typography and visual asset libraries.

02

Social Media Strategy

Content pillars, feed systems, content calendars and visual direction across all platforms.

03

Campaigns & Launches

Integrated campaigns with compelling visuals, messaging and measurable results.

04

Art Direction

Photo shoots, content direction, bespoke illustration and full visual world-building.

13+
Brand Projects
32
Strategy Pages
70+
Assets Shipped
3×
Avg. Growth
Sketch portrait of Malena Jovanovic Malena · Barcelona

About the work.

I'm Malena — a brand designer and social media strategist working between Barcelona and the rest of the world. For the last few years I've been building visual identities and social systems for restaurants, beauty brands, creative studios and hospitality groups.

I care about the part that most people skip: the thinking behind a feed, the rule that makes a logo work at 16px, the reason one post stops your thumb and another doesn't. My work tries to earn attention, not beg for it.

Brand Identity Social Strategy Visual Systems Content Direction Campaigns Art Direction

Let's build something
unforgettable.

Starting a new brand? Re-launching an old one? Need a real social strategy instead of another template? I'd love to hear about it.

Hire on Upwork ↗ LinkedIn Profile → Download Resume ↓