Mik Kryger

Brzezinski

Renovations       Branding & Digital       2018
Challenge

Explore and specify the critical brand elements, devise a comprehensive visual identity, and establish the brand’s presence in a foreign market for a Polish renovation company.

scope

Strategy

extracting brand’s soul

Polish craft,
norwegian style.

With a mission to serve the people of the southern coast of Norway, Brzezinski Oppussing specializes in a distinct renovation service centered around carpentry and painting.

Purpose

Founded on the principle of preserving traditional Scandinavian craftsmanship,
we strive to challenge the notion that quality and affordability are mutually exclusive and have made it our goal to provide innovative, eco-friendly, and personalized renovation solutions at a price point that challenges established players in the market.

Brand Archetype

The Hero: This brand archetype represents bravery, strength, and a desire to make a positive impact on the world. It is associated with courage, determination, and a sense of purpose.

Constraints

Direction: We seek to be mindful of the significance of the company’s name, Brzeziński, which is derived from the Polish word for “birch” and integrate it into our branding. Our objective is to establish a distinct and memorable brand identity by incorporating a visual element that alludes to the company’s area of expertise.

Competition: To differentiate from competitors, the brand should depart from usual visual solutions used in the renovation industry, opting instead for a more personal, minimalist and modern design emphasizing Polish craftsmanship solutions.

Customer preferences: The goal is to enhance the bond of trust between the brand and its customers by creating a visual language that embodies simplicity, clarity, and accessibility. Visual language should be founded on shared cultural touchstones.

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Polish craft, norwegian style.

With a mission to serve the people of the southern coast of Norway, Brzezinski Oppussing specializes in a distinct renovation service centered around carpentry and painting.

Purpose

Founded on the principle of preserving traditional Scandinavian craftsmanship, we strive to challenge the notion that quality and affordability are mutually exclusive and have made it our goal to provide innovative, eco-friendly, and personalized renovation solutions at a price point that challenges established players in the market.

Brand Archetype

The Hero: This brand archetype represents bravery, strength, and a desire to make a positive impact on the world. It is associated with courage, determination, and a sense of purpose.

Constraints

Direction: We seek to be mindful of the significance of the company’s name, Brzeziński, which is derived from the Polish word for “birch” and integrate it into our branding. Our objective is to establish a distinct and memorable brand identity by incorporating a visual element that alludes to the company’s area of expertise.

Competition: To differentiate from competitors, the brand should depart from usual visual solutions used in the renovation industry, opting instead for a more personal, minimalist and modern design emphasizing Polish craftsmanship solutions.

Customer preferences: The goal is to enhance the bond of trust between the brand and its customers by creating a visual language that embodies simplicity, clarity, and accessibility. Visual language should be founded on shared cultural touchstones.

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Brand Aspiration Components

Defining a brand’s aspirations is a crucial step in creating a strong and impactful brand identity. 

Articulating these aspirations helps to align the company’s actions and messaging with its long-term goals, and provides a framework for decision-making and strategy development.

Vision

To be the leading provider of renovation services in our community, known for our exceptional craftsmanship, attention to detail, and commitment to customer satisfaction.

Mission

To provide high-quality renovation and remodeling services that exceed customer expectations.

To use sustainable and eco-friendly materials and practices whenever possible.

To create beautiful and functional living spaces that enhance the lives of our customers.

Unique Value Proposition

“Quality is not always expensive”
High-quality service that are accessible and affordable to a wider range of consumers, challenging the notion that quality and affordability are mutually exclusive.

Brand Claim

“Polish craftsmanship, Norwegian style”
The brand combines the quality and skill of Polish craftsmanship with the contemporary, clean and modern design aesthetics of Norwegian style.

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Brand Personality Characteristics

A brand personality is the set of characteristics, traits, and values that a brand embodies and communicates to its audience.

Attributes

Committed: This brand is committed to delivering top-quality products and services to its customers. They go above and beyond to ensure that their customers are satisfied and always come back for more.

Honest: This brand values honesty and integrity above all else. They are transparent about their business practices and never compromise on the truth, even if it means admitting fault.

Responsive: This brand is known for its lightning-fast response times to customer inquiries and concerns. They prioritize their customers’ needs and work tirelessly to ensure they are satisfied.

Passionate: This brand is fueled by a burning passion for their work. They pour their hearts and souls into everything they do, resulting in exceptional products and services that truly stand out.

Clear: This brand values clarity and simplicity in their communication. They make it easy for customers to understand their products and services, making for a smooth and stress-free experience.

Local: This brand has a deep connection to the local community. They prioritize supporting local businesses and organizations, and are dedicated to giving back to their community.

Grounded: This brand has a humble and grounded approach to their business. They don’t let success get to their heads, and always strive to stay true to their values and mission.

Friendly: This brand is known for its warm and welcoming personality. They treat everyone like family, and go out of their way to create a friendly and inviting atmosphere for their customers.

Brand Values

Directness: This brand values directness in their communication, always speaking honestly and clearly to their customers. They believe that open and straightforward communication is key to building trust and lasting relationships.

Pride: This brand takes great pride in their work, striving for excellence in everything they do. They are confident in their abilities and are not afraid to showcase their accomplishments.

Trust: This brand places a high value on trust, recognizing that it is essential to building strong relationships with their customers. They always follow through on their promises and maintain transparency in their business practices.

Flexibility: This brand understands that life can be unpredictable, and so they strive to be flexible and adaptable to their customers’ needs. They offer a range of options and solutions to meet the unique needs of each customer.

Affordability: This brand believes that everyone deserves access to high-quality products and services, regardless of their financial situation. They are committed to offering affordable options without sacrificing quality or value.

Clarity: This brand values clarity in their communication, ensuring that customers understand every aspect of their products and services. They believe that clear communication is essential to building trust and long-lasting relationships with their customers.


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The individuals we are focusing on.

We offer our services to people within a radius of 200 kilometers from the capital, Oslo, as well as the southern coastline of Norway.

Demography

The target audience for this brand comprises primarily of mid-age individuals, typically ranging from 35 to 55 years old. They are homeowners, property managers, and contractors actively involved in property ownership, management, and construction-related activities. This demographic is interested in home improvement, interior design, and architectural trends.

Profiling

They appreciate quality craftsmanship and value contemporary, clean, and modern design aesthetics. Open-minded and receptive to new ideas, they are also interested in exploring alternative approaches. This audience values both quality and convenience, reflected in their favorite brands which encompass reputable home improvement retailers, design magazines, trusted construction material suppliers, and innovative solutions.

Touchpoints

Active on the internet and social media, this target audience also engages through various touchpoints such as attending home improvement expos, reading relevant blogs and forums, subscribing to design newsletters, and seeking recommendations from industry professionals.

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The intended message we strive to convey.

Tone of Voice

Our tone of voice exudes approachability and expertise, blending friendly guidance with knowledgeable insights. We speak with confidence and empathy, empowering customers throughout their renovation journey while instilling trust in our craftsmanship.

Direction

Fostering connections, evoking emotions, and shaping perceptions to inspire engagement, loyalty, and desired audience actions.

Examples

Result:
Clean and direct designs communicate our professionalism, while maintaining a friendly and approachable tone. With bold visuals and impactful messaging, we ensure our brand’s voice is heard loud and clear.

Branding

integrating meaning with form

Brand Mark

Mind Mapping

Setting the stage for a dynamic design process, I embark on an exploration of new design directions. By connecting various elements and uncovering patterns and relationships, I lay the foundation before entering the sketching phase.

This initial step sparks creativity and paves the way for inspired logo design.

Mind Mapping Draft
Construction

The primary variant of the logo consists of two components: an abstract mark and a complementary logotype in a horizontal arrangement.

Explanation

  • The puzzle piece represents unity, collaboration, and problem-solving

  • The leaf reflects brand naming

  • The gem represents value, uniqueness, and excellence

  • The chisel signifies craftsmanship, precision, and the process of shaping and refining

The logo leaves a remarkable visual impact, smoothly adapting to both small and large sizes while preserving clarity and aesthetic appeal.

Closeup
Adaptability

Versatile Emblem

With its flexible design, the logo seamlessly adapts to various mediums and contexts, ensuring consistent brand recognition and visual impact.

Testing
Balance: Preserving harmonious and aesthetically pleasing composition.
Outline: Upholding a high level of reproductive capacities.
15s: Speed drawings in max. 15 seconds.
Pixelated: Retaining readability and most of its form at low resolutions.
Blur: Projection after the first glance.
Inverted: Maintaining perception uniformity.

Result

Variants

Typography

  • Selection

  • The carefully chosen typography for the brand exudes a distinct personality, capturing attention, conveying meaning, and establishing a strong visual identity.

    Primary

    Modern, clean and geomeric design upholds brand values and sustains the desired way of communication.

    Personality

    Honest • Pure • Friendly

    Appearance

    Heart Content • Text Links

    Secondary

    It preserves the direction of messaging while improving visual contrast and enriching functionality.

    Personality

    Determined • Loud • Strong

    Appearance

    Headings • Accent • Captions • Logotype

  • Preview

  • Cera Basic Latin Characters

    Marianina Basic Latin Characters

The carefully chosen typography for the brand exudes a distinct personality, capturing attention, conveying meaning, and establishing a strong visual identity.

Primary

Modern, clean and geomeric design upholds brand values and sustains the desired way of communication.

Personality

Honest • Pure • Friendly

Appearance

Heart Content • Text Links

Secondary

It preserves the direction of messaging while improving visual contrast and enriching functionality.

Personality

Determined • Loud • Strong

Appearance

Headings • Accent • Captions • Logotype

Cera Basic Latin Characters

Marianina Basic Latin Characters

Color

  • Meaning

  • The aim was to maintain visual dynamic while enabling easy recognition and relatability to the target audience.

    Result

    In the quest for a resonant brand identity, I uncovered a captivating connection by comparing the national flags of Poland and Norway as shared elements.

    By weaving together the colors, symbolism, and cultural significance of these flags, I crafted a color palette that resonates deeply with the target audience, forging a powerful and unifying bond that captures their attention and evokes a sense of familiarity and belonging.

    Accent
    Dominant
  • Psychology

  • Sapphire

    Sapphire, with its deep blue hue, carries a psychology of trust, wisdom, and serenity, evoking a sense of calm confidence and inspiring clear communication in the viewer.

    Amaranth

    Amaranth, with its vibrant and intense shade, elicits feelings of passion, energy, and determination. It symbolizes creativity, courage, and a bold spirit, leaving a lasting impression on those who encounter it.

    When combined, these colors create a striking visual contrast that is both visually appealing and attention-grabbing.

    Boldness of the red is offset by the calmness of the blue.

  • Parameters

  • Accessibility

  • Greyscale
    Sapphire
    15 deegres in the greyscale space
    Amaranth
    42 degrees in the greyscale space
    Color Blindness

The aim was to maintain visual dynamic while enabling easy recognition and relatability to the target audience.

Result

In the quest for a resonant brand identity, I uncovered a captivating connection by comparing the national flags of Poland and Norway as shared elements.

By weaving together the colors, symbolism, and cultural significance of these flags, I crafted a color palette that resonates deeply with the target audience, forging a powerful and unifying bond that captures their attention and evokes a sense of familiarity and belonging.

Accent
Dominant

Sapphire

Sapphire, with its deep blue hue, carries a psychology of trust, wisdom, and serenity, evoking a sense of calm confidence and inspiring clear communication in the viewer.

Amaranth

Amaranth, with its vibrant and intense shade, elicits feelings of passion, energy, and determination. It symbolizes creativity, courage, and a bold spirit, leaving a lasting impression on those who encounter it.

When combined, these colors create a striking visual contrast that is both visually appealing and attention-grabbing.

Boldness of the red is offset by the calmness of the blue.

Greyscale
Sapphire
15 deegres in the greyscale space
Amaranth
42 degrees in the greyscale space
Color Blindness

Visual System

  • Presence

  • The system is effective in capturing attention and discreetly differentiating and improving consistent communication.

    Accent
    Style
    Block
    Addition
    Overlay
    Emphasis
    Background
  • Background

  • The pattern was derived from the texture present in the cross-sectional view of the wood, and then further modified to emulate the appearance of a brush stroke.

    One shape,
    many possibilities.

    If we take into account the visual communication of competitors, a solitary shape integrated into the design, along with a harmonious color palette and typography, can adequately fulfill its intended function.

The system is effective in capturing attention and discreetly differentiating and improving consistent communication.

Accent
Style
Block
Addition
Overlay
Emphasis
Background

The pattern was derived from the texture present in the cross-sectional view of the wood, and then further modified to emulate the appearance of a brush stroke.

One shape,
many possibilities.

If we take into account the visual communication of competitors, a solitary shape integrated into the design, along with a harmonious color palette and typography, can adequately fulfill its intended function.

Assets

Stationery
Outdoor
Materials

Digital

enriching brand awarness

Website

Opportunity

Present brand’s complete range of services through an interactive medium, designed to display brand story in the most effective manner.

The additional objective was to showcase the Unique Selling Points (USPs) that set the service apart from the competition and make it more appealing to potential clients.

Goals

  • Objectives

  • Opportunity

    Present brand’s complete range of services through an interactive medium, designed to display brand story in the most effective manner.

    The additional objective was to showcase the Unique Selling Points (USPs) that set the service apart from the competition and make it more appealing to potential clients.

    Goals

  • Reasoning

  • Homepage

    Intro

    Introduction of the business, along with a unique value proposition (UVP) that sets it apart from competitors. It also displays compelling imagery that helps to visually communicate the brand’s message and identity.

    Offer

    Outlines the scope of the services and highlights its selling points to potential customers and partners.

    Before and after

    Features a transform preview that showcases previous realizations and the impact of the service provided by the company.

    Specialization

    Brief overview to focus and specialized expertise, contains redirection links to additional information that can help customers learn more about the brand’s niche.

    Reviews

    Building trust is essential for any business, and this section of the website shows customer reviews and testimonials that help to establish credibility and demonstrate the value of the service.

    Footer

    Includes call-to-action buttons encouraging users to discover more on specialisations or points to the contact subpage.

    Specialization

    The specialisation subpage purpose is to build trust, establish credibility, and ultimately, attract new clients and opportunities.

    • Header – revealing an additional slogan.
    • Service – providing an overview of the area of expertise.
    • Projects – presentation of recent realisations.
    • Call To Action – proposition to initiatiate a contact.

    Contact

    The contact subpage serves as the closing stage where the user makes the decision of whether or not to get in touch with the company.

    • Form – a simple pre-filled format to increase the chance of conversion.
    • Localization – google maps routing.
    • Contact – standard details.
  • Components

  • Grid

    Layout structure that organizes content into a series of horizontal and vertical lines. It provides a framework for designers to align elements consistently and create a harmonious visual hierarchy.

    Canonical Golden Grid

    Color

    Color — the 60/30/10 color rule is utilized in web design to achieve a well-balanced and visually appealing color palette that enhances the user experience and aligns with the brand identity.

    Moreover, the colors are also checked for adequate grayscale hue difference to ensure that there is a noticeable visual distinction, even for individuals with color perception issues.

    60/30/10 Color Composition Method

    Typography

    The aim was to enhance the overall user experience by improving the legibility and readability of text, create a clear hierarchy of information, and guide users to important content and calls to action.


    Also reinforce the brand identity and message, build a strong visual connection with the audience, and support accessibility for users with different abilities.

    Typographic System

Opportunity

Present brand’s complete range of services through an interactive medium, designed to display brand story in the most effective manner.

The additional objective was to showcase the Unique Selling Points (USPs) that set the service apart from the competition and make it more appealing to potential clients.

Goals

Homepage

Intro

Introduction of the business, along with a unique value proposition (UVP) that sets it apart from competitors. It also displays compelling imagery that helps to visually communicate the brand’s message and identity.

Offer

Outlines the scope of the services and highlights its selling points to potential customers and partners.

Before and after

Features a transform preview that showcases previous realizations and the impact of the service provided by the company.

Specialization

Brief overview to focus and specialized expertise, contains redirection links to additional information that can help customers learn more about the brand’s niche.

Reviews

Building trust is essential for any business, and this section of the website shows customer reviews and testimonials that help to establish credibility and demonstrate the value of the service.

Footer

Includes call-to-action buttons encouraging users to discover more on specialisations or points to the contact subpage.

Specialization

The specialisation subpage purpose is to build trust, establish credibility, and ultimately, attract new clients and opportunities.

  • Header – revealing an additional slogan.
  • Service – providing an overview of the area of expertise.
  • Projects – presentation of recent realisations.
  • Call To Action – proposition to initiatiate a contact.

Contact

The contact subpage serves as the closing stage where the user makes the decision of whether or not to get in touch with the company.

  • Form – a simple pre-filled format to increase the chance of conversion.
  • Localization – google maps routing.
  • Contact – standard details.

Grid

Layout structure that organizes content into a series of horizontal and vertical lines. It provides a framework for designers to align elements consistently and create a harmonious visual hierarchy.

Canonical Golden Grid

Color

Color — the 60/30/10 color rule is utilized in web design to achieve a well-balanced and visually appealing color palette that enhances the user experience and aligns with the brand identity.

Moreover, the colors are also checked for adequate grayscale hue difference to ensure that there is a noticeable visual distinction, even for individuals with color perception issues.

60/30/10 Color Composition Method

Typography

The aim was to enhance the overall user experience by improving the legibility and readability of text, create a clear hierarchy of information, and guide users to important content and calls to action.


Also reinforce the brand identity and message, build a strong visual connection with the audience, and support accessibility for users with different abilities.

Typographic System

Preview

Homepage

Start
Offer
Before and after
Carpentry
Painting
Reviews
Footer
Previous slide
Next slide

Specialization - Carpentry

Start
Projects
Gallery
Footer
Previous slide
Next slide

Contact

Fullscreen

Social Media

  • Instagram

  • Facebook

Summary

final outcome

Meaning

Brand Strategy

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1

The key brand elements, target audience and positioning were identified and defined.

Identity

Signature

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2

Includes an abstract trademark, logotype and company claim, as well as corresponding variants.

Identity Design System

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3

A set of design elements that make up the brand’s visual identity, such as color palette, grid system, typography and imagery.

Brand Book

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4

Document that contains components of the brand strategy and visual identity, as well as a set of rules and guidelines that outline how the brand should be used and represented in various contexts, such as on social media or advertising.

Conversion

UX, Copywriting, Web Design

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5

User research and personas, content, wireframes and final prototype.

Web Development, SEO

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6

Coding of the website, including animations, performance and adjustments for mobile screens as well as optimalization for search engine crawlers.

Connection

Social Media Graphics

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7

Initial graphics package and pre-made template for reproduction in the daily life of the brand.