New York-based, Finnish designer Lotta Nieminen has recently updated her website with a year's worth of projects, each of them refined and showcasing a mastery of subtlety, now a trademark of Lotta's style.

One of my favorites is the branding, art direction and website design for Paintbox, a modern manicure studio in New York offering classic manicures and a curated selection of nail art.

Making something look simple, effortless and beautiful is one of the trickiest aspects of creative endeavours, and usually the result of relentless study. I had the opportunity to witness Lotta present the making of this project during OFFF Barcelona 2014, and follow her initial struggles that ultimately culminated in a beautifully rounded, successful project – not surprising from a designer of her caliber.

Brand strategy by Figure NY and website development by NoFavorite.