Rebranding “Sukhoy Log Refractories”
What we done
Research, Analytics / Brand Platform / Tagline / Visual Identity / Packaging Design / Design Marketing Materials / Web Design / SMM / Brand Identity Guideline
First of all, we needed to define the positioning by combining the experience and the history of the plant with the modern technologies, automated processes, and flexibility in performance of individual tasks.
After diving deep into the manufacturing processes and talking to the employees, we found out what distinguished the plant from its competitors. It is a possibility to adjust the line for a certain order and thus solve the clients’ tasks that are unique to the industry. As a result, we defined the key message as “Expert response and guaranteed solution for the clients’ tasks”. The brand is offering a strong and stable technological process for any task.
Visual identity reflects the qualities of the brand — stability, reliability, high level of technologies, and adaptability. Typography is based on stable geometrical simple-shaped fonts that may be used in both horizontal and vertical position on the carriers. Together with the photo style or 3D-graphic elements they reflect the pragmatic and confident character of the brand.
Corporate colors repeat the colors of the main products of the plant and distinguish it from the other market players. Corporate 3D graphics repeating the shapes of the main products of the plant is used in image-building communication vehicles and helps to reinforce the feeling of the brand.
For simple carriers of corporate identity, we made a graphic design that repeated the elements of the logo. The logo plays a secondary role in the system of visual identity and bears the legacy of its former variant.
We also updated a lot of internal and external communication vehicles such as the packaging for dry building mixes, image-building posters, advertising materials. Alongside with other tasks, together with the client and the developer team we worked on renovation of the website of the plant, the key point of contact with the brand.
One of the key instruments for building of a good impression and positive image of the plant is a 3D video that will be broadcasted on the screen at the exhibition stand. For the video, we chose the most eye-catching models of production and made then interact in the picture.
Brand strategy: Mikhail Ankudinov
Art-director: Ilya Tumaikin
3D video: Konstantin Simonov
Designer: Ilya Tumaikin, Albina Khasanyanova
Project manager: Alexander Ryazanov, Anna Raskova
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