We no longer live in a world of mass consumption as we did in the boom years of the 1930s. Today, the new cultural model is hyper-consumption. A world where companies fight for interest and memory, broadcasting hundreds of messages in thousands of places to millions of people. The flow of information is ceaseless, and people are immersed in a chaos of visual noise created by messages competing for our consciousness.
Today a company’s image, identity and ideas translated through hundreds of messages and contact points are more important than the product itself. In people’s minds, visual identity is the main entry point into the company’s world: that which is encountered and recognized within the broad general stream of noise; that which is integrated into each company message. In mass perception, companies are associated with visual symbols.
When we look at the current level of visual noise and how people filter and recall information, we are no longer talking about companies’ visual identity, but about their competitive identity among a variety of similar products, services and cultures.
With a deficit of new forms and meanings that have already been used and replicated, and the level of competition for consciousness, today’s challenge is to create an effective visual identity system. We can help rise to this challenge.
We have studied the overall context and invented an identity system that can create a holistic, recognizable company image and convey its key ideas and meanings to the audience. A system that makes visual messages recognizable and memorable within the overall flow of noise.
Depending on the situation, the finished system may consist of one or two identifiers and integrators, or a larger set.
It is important for us that the solution works in every single case and context. In creating a system, we solve hundreds of interdisciplinary problems — communicative, economic, aesthetic, technological and industrial. Our solutions are comprehensively thought through to ensure their qualities enable them to adapt to each particular situation. For example:
Information on production capabilities⠀
Integrability to the medium⠀
Unity and character expressiveness⠀
Relevance of the meaning conveyed⠀
Scope of interpretation of existing meanings⠀
Connection with the cultural context⠀
The range of tasks and specialists are formed individually for each project, determined by the situation and the problems that need to be solved.
- concept design
- copywriting and screenwriting
- CGI and photomanipulation
- typography and lettering
- complex layout
- legal registration
- production of goods
- visual audit
- business analysis
- project management
- art direction
- 3d modeling
Usually companies apply for our help when (1) their identity and image is difficult to explain and recall; (2) people who come into contact with the company imagine it differently everywhere; (3) the company’s desire to form clients’ perception lacks clear focus; (4) the company has problems with the quality of visual differentiation; (5) the visual expression differs from message to message and channel to channel.