THE LONG EDIT
ZÜRICH · LUGANO · MILANO
CREATIVE STUDIO
BY SVETLANA MISHCHENKO
SERVICES
Creative Direction & Branding
Every brand begins with an idea at its core. I uncover its essence — its character, values and point of view — and develop a creative direction that makes it visible.
From there, I build a cohesive brand identity: the logo, visual language, imagery, message and tagline. Each element grows from the same idea, so the brand has a clear direction and a recognisable presence wherever it appears.
Brand in Application
CONCEPT 1
CONCEPT 2
Web, Presentations & Advertising
I create web pages, presentations, catalogues and advertising with a strong visual point of view. Each project is shaped to express its own character and stand out with confidence.
My work draws on experience in fashion, design and visual presentation. I develop original graphics and photography, consider every detail of colour, typography and composition, and bring them together in a style that feels contemporary, distinctive and carefully considered.
Catalogue design for a paint and interior finishes store
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Advertising concepts
Visual Merchandising
Visual merchandising is a powerful tool for retail. Alongside thoughtful buying, an understanding of customers and attentive service, it helps a store present its collections effectively, strengthen its image and support sales.
I develop visual concepts for boutiques and showrooms — from the layout of the sales floor, mannequin styling and product displays to window design. I can also carry the same visual direction into posters, advertising materials and social media, creating a consistent impression wherever customers encounter the brand.
Interior design
I create interiors with a strong sense of individuality, balance and continuity. My approach is not about replacing everything with something new, but about recognising what already has value and finding a new context for it.
Existing furniture, objects and architectural details can become part of a completely new composition. Combined with thoughtful space planning, carefully selected materials, colours and contemporary pieces, they create interiors that feel personal rather than prescribed.
I follow international design and evolving visual culture closely, while approaching trends selectively. The aim is not to create an interior for a moment, but a space with character — considered, harmonious and made to last.
“In chaotic and fearful times, humanity will naturally seek answers and solace in simplicity. People try to make the ordinary extraordinary.”
— Li Edelkoort
A forgotten antique chandelier, restored and reimagined for a contemporary interior.
An antique Asian console, mirror and vintage lamps were carefully restored and brought together in a new composition — transforming pieces from another era into a distinctive contemporary bathroom.
Historical forms, reimagined through an unexpected textile: a Louis Philippe armchair and vintage footstool upholstered in jacquard originally created for a Mongolian kimono.
From the first idea to the final composition, I develop interiors as a complete visual concept. My work includes space planning and zoning, layout development, furniture arrangement, colour and material concepts, selection of furniture and finishes, sourcing, textiles, art and decorative objects.
Depending on the project, I create alternative planning solutions, 3D models and photorealistic visualisations to develop and refine the concept before its final implementation.
The result is a considered interior where space, furniture, materials, colour and objects come together as one coherent composition.