KOVER agency. Branding
KOVER is a branding agency from St. Petersburg, specializing in the implementation of projects for the creative industry and territorial brands. The company came to me and my colleague Dasha for the comprehensive development of their new brand. The agency was launched in a highly competitive market, so it was important to create a brand that would significantly distinguish itself from the usual emotional and visual attributes in this branding agency category.
Teamwork began with research to find brand positioning. We conducted a study and realized that almost all companies were focusing on the same general category of functional advantages: quality, efficiency and consistency. The uniqueness of COVER's work lies in the fact that they work with existing companies and help brands acquire a new image, bring new effective accents. Based on this, we decided that the agency should build a more emotional communication: stand out not only with high-quality work, but also with human character, using the image of an "assistant who complements the best in the company".
The concept is reflected in a simple and clear name: the word "KOVER" ("Carpet" in Russian) evokes associations with a carpet familiar to everyone since childhood. This metaphor shows the originality of each proposed agency strategy, since each canvas has its own unique pattern. The identity is based on combining existing business advantages into a single brand platform, for example, threads and sophisticated carpet weaving. Since the branding agency is engaged in the formation of a brand in a digital environment, I proposed to implement our carpet in a pixel format, where each pixel is a necessary detail of integrity.
I have developed geometric illustrations constructed of squares, which are the heart of the style: they emphasize the cheerful character of the brand. Bright and simple patterns can be used as building blocks, constantly creating various dynamic compositions and easily drawing new ones if necessary.
The result is a bright branding with a clear emotional image of a friend-assistant who knows how to collect the best in business and present it to the consumer. By using basic primitives in the form of carpet patterns, the style can easily expand with the addition of new products, goods and services as the agency develops. And also integrate into both a strict external corporate identity and internal visual communications.
