Behind every good brand there s a bright idea

Transcription

1 Behind every good brand there s a bright idea

2 Established in 2005, AMPRO DESIGN is the top award-winning design studio in Romania that offers the full range of branding services. At Ampro, we believe that TODAY is what matters most and the future will be at least as good as the opportunities that we seize TODAY. We dedicate our time to helping the products and services of our clients in order to make them more visible and marketable; we do this by finding the clearest brand strategies brought to life by daring and innovative design solutions. We think outside the box!

3 Our expertise: International awards and recognitions Brand audit Naming Brand strategy Brand identity Corporate branding & rebranding Product branding & rebranding Online branding Retail & POS branding Full DTP & prepress international branding awards Works published in 100 S VISUAL IDEAS / USA Works published in THE GALLERY MAGAZINE/ THE WORLD S BEST GRAPHICS 20 nominations in LUERZER S ARCHIEVE 200 BEST PACKAGING DESIGNERS WORLWIDE Members of the Pan European Brand Design Association since 2010.

4 AMPRO DESIGN / B2B self-promotion gift / A wine bottle with two necks, symbolizing a successful partnership in which both parties win. 2011

5 AMPRO DESIGN / Self-promotion: Undercover wine 2012

6 the brief: Mercury Research is the largest independent marketing research company in Romania. Visually, it needs a lifting, a refreshment. Mercury Research s current look needs some refining to help positioning the company in the context of contemporary brand design. before:

7 after: the solution: The brand audit and the interviews with the brand s target audiences identified a lack of clarity in point of both brand proposition and identity design. In order to address the issues found by the audit, the solution chosen by Ampro was to simplify and clear up Mercury s materials; thus, the logo was simplified and changed from white on blue background to blue on white background. For consistency purposes, a new visual language was adopted, centered upon the page curl, which plays the role of a unit of measure in defining the workspace and also serves as support for all the symbols and icons used in a Mercury Research document. In order to obtain materials that are easy to read, we need pace and penetrability. This will by achieved by changing the content volume and structure, as well as by design changes.

8 the outcome: Clear research reports. Reducing to one half the time required for building a report. 256 materials delivered. 700 hours of work.

9 the brief: Repere is one of the top Romanian companies specializing in prepress services, especially for package printing. The problem: Repere s main problem was that they were not getting orders from advertising agencies, branding agencies or final users. Printing shops were their only source of new business. The brand and market audits detected 4 major issues as causes of the problem stated in the brief: 1. Agencies did not work with Repere because Repere marketed themselves as a creative and DTP agency; 2. Repere were not a good creative agency at all, but were probably the best in prepress services; 3. The creative and DTP service market was already saturated with both agencies and freelancers. 4. There was no company truly specializing in prepress services in Romania. Therefore, the opportunity was clear: prepress needed to become the core business of Repere, not DTP and, by all means, not the creative services.

10 after: the solution: Repere was already doing prepress. The only thing they were not doing was to shout out loud: We are doing prepress! So, we rewrote the brand culture and redefined Repere s positioning by a new slogan: the prepress doctors. The strategy was to present Repere as a print help clinic and Repere s team as prepress doctors. Consistent with the strategy, the visual identity was built around the newly-created symbol, which is a combination between the medical cross and the registration marks used to align colors in printing. The color was changed from green to red to bring the visual appearance closer to the idea of healthcare.

11 after: the outcome: Three new clients from the advertising and branding business. Starting cooperation with one of the largest packaging manufacturers in Europe (a contract wort over EUR 100,000/year); Ampro won the Silver Medal at the American Design Awards with the Repere rebranding project.

12 the brief: Frigorifer Tulcea is the largest manufacturer of frozen vegetables in Romania and one of the largest in Europe. The brand audit identified the following issues affecting Frigorifer s branding: Inconsistent branding; An intricate and impersonal logo; Lack of emotional communication; Uncertain product architecture; The inclusion of Tulcea in the logo suggests, to some extent, territorial limitation, while adding no individuality or value. No clearly defined personality; Lack of a powerful brand associator. before:

13 the solution: The audit revealed a clear need to rewrite the unique selling proposition of the Frigorifer brand: Fresh since 1991 This positioning provides a clear and immediate description of the category and capitalizes on the two key values of the brand: tradition and freshness. Thus, we boost the vast market experience by a new approach; we eliminate the source of vulnerability and introduce an emotional element by choosing fresh instead of the Romanian word proaspat. Furthermore, the proposed USP best covers both categories (vegetables and fish). after:

14 the outcome: The new Frigorifer brand identity was unveiled for the first time at the ANUGA 2013 international exhibition in Cologne. The response of the target audience was surprisingly good and, although Frigorifer did not have a large stand, it drew the interest of potential partners and got itself noted by its postcard-format flyers.

15 the brief: Teach Class, a provider of educational services, contacted Ampro for creating a new after-school brand. Following the market audit, we discovered that most of the existing brands were transmitting infantile messages, without placing the emphasis on the unique personality of each child. They were actually doing things quite the other way round: They had a childish identity (although the identity was intended for parents), while the interior design of their locations was dull (although the spaces were meant for children).

16 the solution: The solution proposed by Ampro based on the audit findings was for the brand to treat each child with joy, as a unique individual, as children actually are. The visual and verbal identity emphasize diversity, the joy of diversity; The logo and the graphic symbols are made of modeling paste to stress that Injoy models characters. the outcome: Due to the sincere approach and to transmitting a clear message, Injoy had 70% of its capacity occupied only 6 months after opening.

17 the brief: Goals: to build the brand s consistency and to improve its visibility in all media. How? by a consistent and congruous visual identity to support and promote the new brand positioning Able to (the strategic marketing objectives): make the Agricover brand the PRIMARY OPTION for the target communities: the market leader and key partner in the agribusiness.

18 solution 1: Starting from the flexibility stated in the brand positioning, by adapting to the particular, unique situations that it encounters, the origami is the visual symbol that makes the brand imagery decorative, unique and unmistakable, while translating the complex, custom-made analysis and approach by which Agricover responds to the needs of its clients.

19 solution 2: The new identity makes the transition to a modern approach by reinterpreting the furrows of the current symbol in an original manner, in the form of a shield. Symbolically, this is intended to transmit Agricover s values of care and protection provided to clients through the safe and accurate solutions proposed: Agricover protecting and supporting the small entrepreneurs.

20 solution 3: We started from the current furrow symbol and approached it in an illustration technique. Stylized in a modern and elegant manner and enriched with vegetal and solar elements (fields, furrows, mountains, sun), it encapsulates the brand s area of expertise in a minimalist symbol that generates a whole: the circle that suggests the idea of completeness and optimality.

21 ONEFOR HOLDING CYPRUS / 14: Naming, brand strategy, brand identity and product branding. Nominated at Identity Best of the Best 2010/BRANDING Moscow

22 Cuky s: Brand redesign.

23 X Snacks: Naming / Brand strategy / Brand design / Packaging design. 2011

24 2012 Freddy s / branding fruit and fresh fruit product store.

25 SUSHIMANIA: Brand identity & Packaging design. 2011

26 Adescribo / brand design for financial consulting company.

27 GLIA: Brand identity design.

28 VLEEMS FOOD: Brand identity.

29 BLUES N JAZZ: Brand identity.

30 Fidelity vision: Brand identity.

31 KLIMSTALLER: Brand naming and brand identity.

32 ALUPLAN DESIGN: Brand identity.

33 KLIMSTALLER: Brand naming and brand identity.