Selected work
The experience behind MACO
Selected earlier and ongoing engagements across strategy, brand, graphic design and digital experience.
These projects reflect the hands-on experience behind the MACO service now in development. They are not presented as results of that new service.
Arelis
CASE TIMELINE
April–October 2026 ARELIS is a law firm in Tartu, Estonia, formerly known as Pallo & Partnerid. The rebrand brings a new name, visual identity and digital experience together around one position: a strategic legal partner.
01 / THE CHALLENGE
A shared identity for a broader partnership The new brand needed to represent a broader partnership without losing the trust associated with Pallo & Partnerid. A shared name and a clear position would give the wider team a common identity.
02 / STRATEGY & NAMING
A strategic legal partner The starting point was the firm’s role in its clients’ decisions: a strategic legal partner, bringing clarity before the next step. That position guided the name, identity and digital experience. Kristina Kavak / MACO created the name ARELIS, giving the team an identity beyond the founding partners’ surnames.
03 / IDENTITY IN MOTION
The identity in motion The animation traces the two A forms along separate paths before a crossbar connects them. Recorded pencil strokes link the movement to the campaign’s recurring pencil motif. 04 / THE VISUAL SYSTEM
A shared visual language Argesta’s expressive letterforms meet the clarity of Montserrat. Neutrals carry the identity; burgundy provides emphasis. The brand guidelines bring typography, colour, imagery and applications together.
05 / DIGITAL EXPERIENCE
Clarity, carried into the website The website connects the new identity with the firm’s practice areas, people and contact paths. MACO shaped the structure and UX/UI, selected the photography and wrote the advertising banner copy.
06 / LAUNCH CAMPAIGN
New name. Just as sharp. “Uus nimi, sama terav.” announces a new name while affirming continuity of expertise. The pencil makes the thought visible, from the animated launch banner to the outdoor campaign concept.
07 / ARCHITECTURAL SIGNAGE
A clear presence after dark At Port Athena in Tartu, the illuminated signage concept carries the identity into the architecture. A quiet presence, made visible after dark.
PROJECT CREDITS
Strategy, positioning, naming, visual identity, brand guidelines, website structure and UX/UI, advertising copy, photo selection and project management: Kristina Kavak / MACO.
Website development: external development partner.
THE WORK
A shared name, a connecting symbol and a clear position. The project brings strategy and design together across the identity, website and launch concepts. Original Estonian campaign artwork is retained. Campaign and signage images illustrate design concepts, not completed installations.
Referral Rabbit MD
Brand, product-led marketing & digital experience
An ongoing collaboration with a healthcare technology team, connecting brand identity and guidelines, product-led messaging, landing-page design and app UX/UI design and review. Work progresses in focused stages alongside product development.
Ongoing collaboration
CASE REVIEW
TravelSim Private Label water
CASE TIMELINE
February 2025
BRAND
TravelSim is a brand name of Top Connect OÜ, an Estonian telecommunications company headquartered in Tallinn. TravelSim is a prepaid SIM card that provides telecommunications to clients in 190 countries.
CASE REVIEW
TravelSim Logo Animation / After Effects
CASE TIMELINE:
December 2024
BRAND
TravelSim is a brand name of Top Connect OÜ, an Estonian telecommunications company headquartered in Tallinn. TravelSim is a prepaid SIM card that provides telecommunications to clients in 190 countries.
CASE REVIEW
TravelSim Trade show box design& branding in Amber Sky Trade Show / Latvia / Riga
CASE TIMELINE:
February 2025
BRAND
TravelSim is a brand name of Top Connect OÜ, an Estonian telecommunications company headquartered in Tallinn. TravelSim is a prepaid SIM card that provides telecommunications to clients in 190 countries.
CASE REVIEW
TravelSim Product package
CASE TIMELINE:
January 2025
BRAND
TravelSim is a brand name of Top Connect OÜ, an Estonian telecommunications company headquartered in Tallinn. TravelSim is a prepaid SIM card that provides telecommunications to clients in 190 countries.
CASE REVIEW
TravelSim SoMe posts/advertising strategy - visuals and Texts. Google ads - visuals and texts
CASE TIMELINE:
April 2023 - ...
BRAND
TravelSim is a brand name of Top Connect OÜ, an Estonian telecommunications company headquartered in Tallinn. TravelSim is a prepaid SIM card that provides telecommunications to clients in 190 countries.
CASE REVIEW
Velos/Top Connet B2B Christmas card
CASE TIMELINE:
December 2024
BRAND
TravelSim is a brand name of Top Connect OÜ, an Estonian telecommunications company headquartered in Tallinn. TravelSim is a prepaid SIM card that provides telecommunications to clients in 190 countries
CASE REVIEW
MyFlightMD business/contact cards
CASE TIMELINE:
September 2024
BRAND
MyFlightMD.com is your trusted partner in navigating the complex world of aviation medical exams. With expert guidance and a commitment to transparency, we help pilots and aviation enthusiasts understand and complete their FAA medical requirements with confidence.
CASE REVIEW
MyFlightMD e-mail marketing management in emailOctopus posts
CASE TIMELINE:
January 2024 - ...
BRAND
MyFlightMD.com is your trusted partner in navigating the complex world of aviation medical exams. With expert guidance and a commitment to transparency, we help pilots and aviation enthusiasts understand and complete their FAA medical requirements with confidence.
CASE REVIEW
VS LOGO / SoMe setup
CASE TIMELINE
2023 May – 2024 March
BRAND
VS / Viktoria Sergina's Health and Beauty brand in Estonia offers exceptional styling and hairdressing services, blending innovative techniques with a commitment to sustainable beauty.
CASE REVIEW
Hispaania Maja 15Y branding strategy and consultation
Case TIMELINE
March 2024
BRAND
Hispaania Maja is a center for Spanish language and culture. A warm and cosy place to study Spanish and a bookshop with the biggest selection of study materials and fiction in Spanish.
CASE REVIEW
Knots12 branding, production, sales, and marketing
CASE TIMELINE
August 2016 - ...
BRAND
Knots12® manufactures high-quality Boat Covers for the 3 Boat classes: Optimist, Zoom8, and ILCA. They are tailor-made and proudly made in Estonia.
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