Ukraine invest
The customer is the office for attracting foreign investment to Ukraine, at the office of the President of Ukraine.
Problem
The client approached us with a request to update their corporate identity. One of the main conditions was that the logo should remain recognizable, we cannot change its shape and lettering drastically, but after the facelift, the logo should be perceived as fresh and progressive.
Task
Our task looked quite non-trivial, we had to refresh the perception of the brand, but were deprived of the opportunity to change the structure of the logo and its lettering… Moreover, considering that the client is a representative of the public sector, and is also part of the Office of the President, which implies that the brand will be used at the international level, all this clearly did not make our task easier. We decided to conduct a deeper analysis of the current brand, analyze the target audience with which the brand interacts, and create a psychological profile of the brand, to understand what emotions the brand should convey to the target audience.
The full list of tasks that we had for this project:
- logo development
- development of corporate colors
- development of informational materials and presentations
- website development
Challenge
Design projects in the public sector can look no worse than solutions for business, especially when it comes to attracting billions of dollars in investments at the international state level
Solution
As a result of analyzing the client’s internal processes and a deeper analysis of the target audience, we came to understand that the office for attracting investments has a number of key sectors in which the main work on attracting investments is carried out. Thus, first of all, we developed color solutions for each direction, corresponding to color psychology.
In addition to the color solution and differentiation of sectors using it, we needed to emphasize the innovation of the brand and all sectors of investment as such. Based on trends and psychology, we developed design rules based on the geometry of sharp angles.
Logo
As mentioned earlier, we created a “modular logo”, one part of which always has the color corresponding to the investment sector for which it is applied.
For the main logo, we applied a solution that allowed us to refresh its perception without drastically redesigning it. We highlighted one part of the logo with a background and color, thus creating the possibility of changing the color solution of part of the logo for a specific sector
The proportions of the standard version of the logo are based on the smallest value (X) and constitute the ratio 3X: 15X.
The proportions of the classic version, in turn, are based on the smallest value (Y) and constitute the ratio 5.75Y: 28.75Y. The gaps from the white symbol to the edge of the colored plaque also equal the value Y.
The size of the protective field is determined by squares of the sizes X and Y, respectively. No element in the composition can approach the logo closer than the protective field allows.
Development of corporate colors
Working on corporate colors was quite challenging, as, according to classic design, it is highly NOT recommended to use many colors. In our case, we needed to use many colors, but in such a way that, when using this solution, the brand would not turn into a colorful parrot…
We developed a basic corporate color, which is used by default in the brand. In essence, there are only two basic colors for the brand + one contrasting color. For each direction (sector), its own color and its own contrasting color were developed, so the entire palette has 11 colors and 10 contrasting colors.
Business strategy
As mentioned earlier, the Office for Attracting Investments is a government organization that operates at the international level and attracts the largest investments and companies to Ukraine, such as Airbus, Boeing, Siemens, and many other industrial giants in various sectors.
One of the main aspects of work for the client was the ability to demonstrate that Ukraine is a very progressive and innovative country, and each sector open for investment is high-tech. Based on these goals, the entire concept of style was developed precisely to convey the technological and modern nature of all sectors.
Development of informational materials and presentations
This part of the work was also quite non-trivial, primarily because we had to visualize a huge amount of digital, statistical, boring information, but in such a way that it ceased to be boring and was perceived easily. For this, we used maximum infographics and color solutions
Website development
CMS WordPress was chosen as the CMS for the site, due to a combination of factors and as one of the elements of tender documentation requirements. The main features of the site implementation were internal plugins and the ability to configure the site as flexibly as possible, considering that the site design had to continue the logo and corporate style. At the level of layout and design elements of the site, as well as its adaptive, were non-trivial tasks for specialists
Challenge
A government sector website design that can look cooler than any business sector site – it’s challenging but possible.
Results
Thanks to a comprehensive approach and a whole range of solutions, from the logo and corporate identity to presentation materials and the website, our solutions helped the investment attraction office conclude more than one successful deal, and our presentation materials were used personally by the President of Ukraine during his trips to Davos and other investment summits.
