The rebrand of ULIANA POPA STUDIO - a fresh new chapter
A quick throwback down the memory lane…
When I think back, I remember my humble beginnings. I joined Instagram in October 2018, just after moving from Belfast to London with my husband, eager to share my calligraphy practice online. Within a month, with fewer than 500 followers, I was contacted by Paperblanks to personalise journals at Waterstones Piccadilly. I didn’t even know you could make money doing live calligraphy—£30 an hour that I charged felt like a win.
By 2019, things started taking shape. I had another request for them to personalise 200 journals in studio and realised I could build something around my love for calligraphy.
Despite personal loss—a late miscarriage at 17weeks pregnant in February and Alopecia that appeared soon after—I kept sharing my work. My husband encouraged me to register as self-employed, and in May 2019, I tried selling handmade cards at Greenwich Market. Though it didn’t take off, it was a valuable lesson. By Christmas 2019, I was doing events for agencies.
Then 2020 hit. Amid the pandemic, I enrolled in a digital marketing course, did a 3-month internship with a company, and didn’t get hired, which honestly made me happy. I also learned engraving that year. In the summer, I launched my website, chose the business name to Uliana Popa Calligraphy, designed everything myself from copy, logo, photos— and deep down dreaming of a professional shoot and rebrand one day to have.
In 2021, work slowly picked up, and by 2022, I took maternity leave after welcoming our rainbow baby in August 2022. When I returned in autumn 2023, business grew with direct clients and no more agency cuts.
2024 has been my busiest year yet, with inquiries coming from Google. I’ve started saving for taxes, opened a pension account, and finally invested in professional services I always dreamed of. In October 2024, I booked a mini brand shoot with Amy Louise Hatch for March 2025 and in February 2025 I took another step: I booked a rebrand service also with her and her team.
The evolution …
When I first launched Uliana Popa Calligraphy in 2019, my vision was simple — to share my love for beautiful writing. I poured my heart into every envelope, every place card, every letterform. Calligraphy was where it all began, and it will always be at the heart of what I do.
But over the years, my craft — and my clients — inspired me to grow. What started as a passion for pen and ink became something much bigger: engraving on glass and metal, hot foiling on-site at luxury events, and creating keepsakes that turn special moments into art.
Today, in September 2025 my business has evolved into Uliana Popa Studio — a place where calligraphy meets creativity in many forms. The word Studio reflects this growth: a space for artistry, for experimenting with new techniques, and for crafting experiences that feel just as meaningful as the finished piece.
Whether I’m engraving perfume bottles live at an event, foiling custom stationery, or designing heirloom commissions in my studio, my mission remains the same:
to celebrate beauty in the details and create work that feels personal, thoughtful, and lasting.
The rebrand process…
The rebrand process started with a questionnaire Amy sent me, but she already knew so much about me and my business from the brand shoot, so I found this process very easy. After, she’s done some incredible work and a shared a detailed brand story guidelines pdf document. After reviewing she sent it to here designer Krista and here started the magic work to get my new assests. It’s been a long journey getting here, but the wait was worth it and I can’t thank Amy and Krista enough for her care and attention to detail they poured into this project.
This was the beautiful moodboard Amy put together as inspiration for my rebrand:
I wanted my new rebrand to feel elegant, artistic and considered.
Below you can see my new brand identity assets, including main logo, alternatives and secondary logo, monogram, brand colour palette and icon illustrations.
2 & 3 below alternative main logos and 4th one is a secondary logo
Below is my beautiful elegant monogram and a collections of hand drawn illustration that I’ll be using on website, socials and some marketing collateral
My brand icon illustrations
My new brand colour palette
My journey is proof that you don’t need to have it all figured out from the start, it is ok to start small.
If I had to sum up my journey, it’s one of persistence. I’m not an overnight success, and I don’t consider myself lucky or successful in any way.
I'm just proud I’ve never given up in those difficult moments where when income was low.
I don't know what future holds for me, I still have lots of struggles and worries, but I am optimistic and fiercely believe that things will be amazing.
And I encourage you to look back on your memory lane and be proud how far you’ve come!
Much love,
Uliana x
