A good eye
is only part of the job.
I spent years working across branding and web design, shaping identities and digital experiences for businesses in very different fields. Before design, I worked as a photographer, which taught me to look closely, notice what others might pass over, and understand how much a small detail can change the way something feels. That way of seeing never really left.
Today, The Soft Voice is an independent design studio, but the work is still deliberately personal. I stay close to every project: asking questions, finding the idea underneath the brief, and refining until the result feels natural to the business rather than simply styled around it. I am drawn to clarity, restraint, strong typography and work with a point of view. The aim is never to add more for the sake of it. It is to find what is already distinct about a brand and make it easier to see.
The Soft Voice works with creative businesses worldwide across brand identity, custom web design and semi-custom websites.
The Soft Voice is an independent brand and web design studio founded by Lana, working with creative businesses to build identities and digital spaces with clarity, character and a strong sense of self.
I started the studio with a simple belief: a brand does not need more noise to be noticed. It needs a clear idea, thoughtful decisions and a visual language that genuinely belongs to it. I like strong concepts, restraint, good typography and details that earn their place. No decoration for decoration’s sake. No trends pasted over a business that already has a personality of its own.
The aim is not to make you look like someone else’s idea of a beautiful brand. It is to make what is already distinct about your business easier to see.
A good eye
is only part of the job.
x Lana Liubimova Founder & Creative Director
x Lana Liubimova Founder & Creative Director