1. Brand positioning map. It allows us to understand what benefits competitors make their accent and shows a helicopter view of their brand positionings.
2. Tone of voice map. It allows us to understand competitors' brand characters and choose the tone of voice that is more appropriate for us.
3. Conclusions table where all conclusions are separated into two parts: strategic (connected with the product) and tactical (connected with a promotion).

This solution showed me an enormous potential to create graphic combinations. The brand can use modules to form sets and create graphical compositions or patterns.

Let's create more sets and play with them!

I experimented with dozens of versions, using different options and combinations...

...and finally, I succeeded! I loved how the logo looked (quite friendly and simple) and saw a potential to create a whole alphabet based on the same letters' parameters. I used the same forms as in graphical modules, but also edded a rectangle to connect modules together.

The logo modules can change color depending on the context.

Also, the short version of a logo can be used if appropriate.

I presented results step by step, and after the logo was done, business owners and I decided to extend our work and create a unique Cyrillic alphabet based on the same principles. Here is the result.

The font is appropriate for the brand to show its character.

But a regular Montserrat font will be more suitable when the task is to deliver information.

Because one of the touchpoints between the brand and its customers is events, numbers are also needed to communicate dates.

We can create an infinite number of such graphical sets

and are free to use any combination in any context.

For the design system to look harmonious and for modules to fit together correctly, it is necessary to use a modular grid.

Observing the proportions of modules and modular sets relative to each other is necessary. The size of any set of modules must be even when designed. After the design phase of modular compositions and patterns, they can be adapted to the layout size as long as they are proportionate with each other.

Observing the proportions of modules and modular sets relative to each other is necessary. The size of any set of modules must be even when designed. After the design phase of modular compositions and patterns, they can be adapted to the layout size as long as they are proportionate with each other.

Modules can also be combined into simple illustrations and mascots, such as these monsters, that can be used as children's merch for employees' kids.

Well, now the final visual formula looks like that:

This event is for construction professionals,

where Agate presented their visual identity update.

The company already uses modules as department icons.

Finishing the case study, it is significant to mention the impact the work has made and will make in the future. Why I haven't named the chapter "results"? Because, in my opinion, "results" mean finished action. It sounds like there will be no more effects from work. Like, it's over. I think that a brand strategist like me makes an impact, not a "result." Take a look at these points:

First, the client came not with a well-formed request. They came with a question "it seems that something is wrong with our marketing, what do we have to do with that"? Instead of saying directly what was wrong after the brand audit, we offered to do it together by conducting a series of workshops for the core team. So, at that stage, we got a shared understanding of the marketing and branding base and the deep team's engagement. They decided whats wrong on strategic and tactical levels, not us as "professionals." It shifted the approach from working ON the client to working WITH the client. What impact will this approach have in the future? The business will be much more effective when the core team has a shared vision of where and how the brand should move.

Second, when a client sees the market's helicopter view and sees their brand from the outside, willy-nilly, he wonders why they must be like others. Little by little, the doubt creeps in that everything they’ve done before hasn’t been as good like it could be. That's precisely what happened with the Agate's team. By educating the core team and showing them case studies, we helped them become more confident in their path and courageous to differentiate from competitors. Therefore, they were ready to accept new ideas when I presented them with the first versions of flexible visual identity. I'm sure this experience will allow them to look at things from a new angle and accept disruptive ideas in the future.

And finally, the client got the connection between their culture and their brand. It means that all their marketing actions will be connected with their goals and values. It gives a deep sense of every employee's work. It will allow the brand to communicate freely using a comfortable tone of voice because it is natural and connected with the mission and core values. Moreover, it empowers the brand to be recognizable and understandable by key target audience segments.

I want to thank people without which the creation of such work would be impossible. First is Johan Debit from Brand Brothers Studio, who inspired me with his works based on modular typography.

The second person I want to appreciate is Dr. Martin Lorenz, who just blew my mind with his Flexible Visual Systems Book. He owns TwoPoints.Net design studio, and I highly recommend all his courses which will give you true systematic thinking and overturn your thinking about design. Dr. Martin creates exceptional visual identities (including identities based on modular typography). Join his Patreon page and participate in the global flexible visual systems designers community! Let’s promote a flexible design as a universal language all humankind understands!

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The third person is my good old colleague Denis Lazarev who made the customer experience part of the job and shared the strategic part. It would be tough to cope with such tremendous work without him. He also helped me with educational workshops for the client and led all communications.

​​​​​​​And finally, I want to thank the Agate team for their engagement, openness, and courage in implementing the visual identity. You are one of the most beautiful companies that I have ever met!