A client came to us with the aim of updating the brand and revising the image of a country complex. We immediately appreciated the great development potential of the project. But before embarking on the development of ideas, plunged into a study of the competitive environment and the target audience.
Country recreation complexes located not far from Kiev are a fairly competitive niche. Complexes similar to the client’s facility also offer a variety of recreational opportunities outside the busy capital for every taste. After a detailed analysis, we found the key difference of our object.
This is the scale and great potential for development. None of the competitors had such a large territory and the same wide range of services. The main goal of our work was to turn this difference into a unique advantage. And make it visible to the target audience.
The embodiment of our ideas was to take the client out of the competitive environment, allow him to get ahead and become a categorical leader in his segment.
Unified marketing concept
A single marketing concept is needed to unite all the elements of a business with one idea. And to make sure that each of them worked to strengthen the position of the company. This is what creates a unique corporate identity for the brand.
The main example, on which we relied in the development of the concept, was the American Natural Park Yellowstone. One of our proposals was to arrange the entry to the suburban complex with bright and recognizable attributes. Those with which visitors would be nice to take pictures. It is very convenient to share similar photos with friends - just one shot of your loved ones understands where you have been.
Another important function of a memorable entry was from the first seconds to immerse guests in the special atmosphere of the complex, to tune in to the excellent rest that awaits them here. And for those who do not know about this suburban complex, the design should play the role of a pointer and provide a wow effect. Projects of visual execution of scenery were carefully drawn and transferred to the client.
During the development of the marketing concept, our team carried out research of competitors and the target audience. With the help of the obtained results, we decided on the positioning, unique advantages and chose the vector of development of the client’s company. Taking these parameters into account, they began to develop elements of the brand's visual identity.
The work on the brand book included the implementation of the following tasks: the creation of corporate identity, logo, logo, as well as the design of personnel uniforms and printed image products.
The first step towards the development of corporate identity was to create a logo. If necessary, it can be preceded by naming - the formation of the brand name.
Such work involves not just the selection of harmonious or intricate words, but consists of the following steps:
In the course of work, we stopped at this version of the brand name, as Fish Park Zabire. Simple and concise, it immediately informs the potential client about the location of the complex, which is located near Kiev. And also points to the main pride of the owner - stocked lakes. If desired, you can go fishing and try freshly caught prey in the restaurant within the complex.
The chosen brand name, in addition, contains a reference to the scale of the suburban complex and indicates that it is in nature. We managed to fit all this target information in one name. A good visual design, which we describe below, completed our naming, making it perfect.
After developing a sonorous and attractive name, we started to create a logo. He, as the key metaphor of the brand, had to accurately convey the essence of the brand and convey to the potential customers the special advantages of a country complex. This is the basis of the company's visual presentation.
In order for a logo to become an effective marketing tool, it is also necessary that it be easily perceived. And it was understandable - that is, it caused customers direct associations with the company's activities, was recognizable and carried a bright idea. Only in this case the information about the company will be able to stand out among other advertising messages, and the target audience will be able to “count” it. All these factors we took into account when designing the logo.
In the logo for Fish Park "Zabirye" we thematically stylized fish. Her tail was depicted through the shape of the letter "Z". Original visualization has become a good and solid communication platform for creating corporate identity and other key elements of the brand.
The brand name and its logo are the starting point for developing corporate identity and company identity. During their formation, our team developed color and font solutions involved in the logo. The unique graphics were subsequently used in printed image products, in creating website design and in developing uniforms for the staff of the suburban complex.
The effective graphic solutions we use allow us to reveal the character of the brand without additional textual support. We chose a laconic and bright natural range of shades - white, carrot, azure and deep blue as the color code of the brand. For the execution of uniforms and interior design elements used linen textiles and natural wood. Selected solutions provide an opportunity to create many successful, original and memorable combinations.
In the process of work, we created a comprehensive concept that combined all the elements of brand identity into a single system with its own style and recognizable solutions. The client liked the concept, but due to various circumstances it was only partially implemented.
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