True Emotions

Shaping the Optimal Group IT company through facial expressions and emotions

Writing the brand story

We were to come up with branding for an IT company and to find the best visual forms to:

Figure out the company’s values and philosophy;
Establish a strong image to define mission and values of the brand;
Present the company’s meanings and internal philosophy through the brand;
Convey the company’s values and goals through archetypes and images.

Optimal Group, the true brand

Optimal Group is a company known as a reliable digital systems developer.

The company is led by an extremely charismatic and funny person, its founder and CTO, Aleksandr Nefedov. His bold image and charisma virtually personified the brand, and he became its main ambassador.

Main missions of Optimal Group:

Positive emotions and vitality;
Integrity and wholeness when working for the company.

Charismatic

Life-loving

Humorous

Positive

Creative

Friendly

Social

Face

Circle, Earth

Meaning of Forms and Search for Visualization

The OG abbreviation represents the company.

It inspires the company and helps it put on a human face.

Circle, Earth

Are associated with unity, friendship, love, and security.

Emotions spectrum

Conveys the wide array of company's representations, its striving to express itself in various creative roles.

Colors and Typography

Start of the Journey

R253 | G165 | B255
Pantone 245 С

Serenity

R107 | G145 | B253
Pantone 2727

Freedom and potential

R131 | G223 | B156
Pantone 3385 С

The depth of ideas

R255 | G91 | B91
Pantone Red 032 C

Creativity

R172 | G133 | B254
Pantone 2572 С

Friendly font

Axiforma, a modern font, is used for headings. Letter details, curled upwards, indicate that brand is positive and friendly. The Circe font is used for the main copy: its rounded, soft letters convey openness.

Brand Idea in Objects

Deliverables

We made an exceptionally vivid and dynamic brand that conveys company's positive attitude and aspiration for development and tech innovations.
Our design reflects open, lightweight, yet decisive position of the company, as well as its striving to create state-of-the-art solutions for the clients.

Optimal Group Brandbook

Project Team

Inspired by Sense of humor or vitality

Art Director Artyom

Manager Anastasia

Designers Natalya
Irina

Content Manager Alena

Layout Designer Ruslan
Bogdan