Chorus

IVAMO Studios partnered with the creative collective formerly known as Moonray to guide its transformation into Chorus — a new identity that unites fashion, art, and experiential design within one expressive universe. This evolution marked a significant moment for the brand. What began as a clothing label rooted in craft and consciousness expanded into a multidisciplinary movement that celebrates collaboration and collective creation. The new name, Chorus, reflects this shift — a convergence of voices, ideas, and forms that harmonize into something greater than their parts. The process was deeply collaborative. Working closely with the founders, our team built the digital and visual foundation for Chorus from the ground up. The objective was to preserve Moonray’s artisanal soul while creating a broader world where texture, motion, and narrative could coexist. Every design decision was shaped by the tension between fluidity and structure, restraint and expression. The new web experience embodies that philosophy. It moves like a piece of performance art — each scroll, transition, and interaction choreographed to feel organic and alive. The UI and UX systems were crafted to merge storytelling and commerce seamlessly, allowing garments, art objects, and installations to be presented as part of a unified narrative rather than separate offerings. Visual language played a central role in defining this identity. Minimal compositions and soft, immersive color palettes echo the tactile sensibility of handmade materials, while subtle animations evoke the rhythm of breath and movement. The typography, both grounded and lyrical, ties together the brand’s evolving creative landscape. Through this transformation, IVAMO Studios helped Chorus find its new voice — one that is open, expressive, and collective. The result is not just a digital rebrand, but the creation of a living platform for art, fashion, and experience to converge.