51.5072° N, 0.1276° W
ANA  LABEKINA

WORK
INFO        Hey! This is something to Listen to~Dance to~Blaze to~Pray to~Feed to~Sleep to~Talk to~Grind to~Trip to~Breathe to~Help to~Hurt to~Scroll to~Roll to~Love to~Hate to~Learn Too~Plot to~Play to~Be to~Feel to~Sweat to~Dream to~Hide to~Live to~Die to~Go To
     



DINAKAMAL


Visual  Identity

DINAKAMAL is a London-based design practice focused on fine jewellery and precious objects, where every piece is rooted in story, function, and architectural precision. As the brand evolved, it needed a new way to communicate its universe, unfolding the layers behind each design while staying true to its essence.

As lead art director, I guided the transformation of DINAKAMAL’s visual identity, reinterpreting existing ideas through fresh applications across graphics, imagery, digital and print collateral, and social media. 

The result is a cohesive identity that balances simplicity and emotion, strengthening the brand’s presence across all channels.








BOOK 01 — Art Direction / Graphic Design



DK BOOK01 is a printed exploration of DK design foundations, set for release in 2025. Ahead of its launch, I developed a digital preview of the concept, intended for the brand’s key clients and designed as an overview to communicate with prospective press, collaborators, and galleries.

The book distils the principles that shape DINAKAMAL’s practice: from the symbolism of the pinky ring to the precision of mechanisms, from the importance of proportion to the power of negative space.

A design manifesto that captures the brand’s ethos with clarity and depth.













CURRENT WEBSITE — Art Direction / Digital Design


Refreshing the website was a major part of my role at DINAKAMAL. 

I redesigned the landing page into scrollable, editorial-style sections with seasonal content, introduced a newsletter signup and inquiry form, refreshed typography, and restructured the product grid. 

Alongside adding new products and creating custom content for launches, these updates made the site more engaging and gave the brand a dynamic digital framework.











                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       NEWSLETTER — Art Direction / Editorial and Digital Design
I worked closely alongside CD to establish DINAKAMAL’s newsletter as a storytelling platform.  

I developed the strategy, visual direction, and layouts, creating issues that combine product highlights with cultural references and research material. This approach turned the newsletter into a brand-building tool that engages clients, press, and collaborators while strengthening the brand’s identity.                                                                                                                                                                                                                                                                                              

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       
Newsletter Selection




NEW WEBSITE — Art Direction /  Digital Design / UX/UI Design


I am currently involved in the early development of DINAKAMAL’s new website in collaboration with an external studio. 

My focus is on building the site’s foundations: defining a new logic for presenting the brand’s world and range online. The aim is to align with contemporary e-commerce trends while retaining a luxury sensibility, expanding services, and positioning the brand for a more global audience as it enters its rebrand phase.














LOOKBOOKS — Art Direction / Editorial Design / Visual Identity



Lookbooks have long been a key asset for DINAKAMAL, used to present collections and communicate with clients. 

As part of the rebrand, I elevated them by introducing a new layout, editorial style, refined image selection, and updated typography. I also developed guidelines for internal use, ensuring the lookbooks continue to serve as a clear, consistent, and elevated representation of the brand’s identity.














SOCIAL — Art Direction / Content Production / StrategyI reshaped DINAKAMAL’s social media identity, making the content more saturated, dynamic, and elevated while retaining a human touch. 

Approaching it with the same care as the brand’s design process, I established a model for producing and streamlining content internally and externally. The result was a more cohesive and purposeful feed that blends archival material with newly produced stories, creating authentic connections while communicating the brand’s core principles.











CREDITS


All copyrighted  to DINAKAMAL


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