*an original logo, before rebranding
We intentionally use very simplified view of math formulas — in the first degree, as a grotesque mockery of the science complexities.
+ Emotional values
According to the results of market research, conducted by our marketing department, it was revealed that the major part of audience of this product is new settlers. They experience a lot of discomfort from moving, repairs, arranging furniture in a new home. Physical efforts, time and composure are also important for them.
Therefore, we add not only rational, but also emotional to brand communications.
Preserve efforts
Visual perk: concise logo
We can use the full canonical version of the logo identity in most cases, but we can also use a shortened light version of the logo when the full one is redundant.
Dynamic perk
In animations we use the dynamics of sliding doors of a wardrobe.
A Note1
I had to internationalize all the brand taglines for this case study because in Russian they look like this:
God bless the international letter “e” and e=mc2 formula… The brand could be “translated” in 10 minutes.
Vizual perk: dark/light
a simple and rational visual allows you to easily use a dark and light theme for decoration. The brand lives off ideas, not colors
