Asseco Poland

Visual identity
Client: Asseco
Year: 2015
Services: Visual Strategy, Visual Identity

Visual identity concept for Asseco Poland, the biggest Polish IT company. As a part of our proposal, we created visual strategy and its execution across various communication channels. Concept was not implemented.

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Analiza

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Asseco operates in more than 40 countries around the world.

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Asseco has over 20 years of experience in advanced software development.

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Asseco Group employs over 18 000 people.

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Asseco software supports operation and development of more than 100 000 organizations.

Solutions for demanding business

Asseco primary goal is to provide solutions that meet the needs of even most demanding customers. Every day, we focus all our efforts, on people and their rising expectations of the dynamically changing world.

Competitive Analysis – takeaways

  • Communication based on personality traits and attributes typical in B2B service sector: knowledge, experience, quality, stability, professionalism, etc.
  • Market leaders differentiate themselves through clear idea or message. Something bigger than themselves (like IBM Smarter Planet and HP Living Progress).
  • Lack of a strong differentiation in Polish companies.
  • Some companies build image of experts by sharing vast amounts of knowledge.
  • Market leaders care more about quality and consistency of visual communication.

Competition

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Project goals

To create dynamic and flexible identity system that will:

  • support company’s growth potential;
  • spark change in brand perception to more modern;
  • increase brand recognition and rises level of differentiation;
  • correspond with market position and potential of the company

Strategy

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During discovery, we stumbled upon interesting claim in company’s internal documents. It captured pure essence of the Asseco brand, so we used it as an umbrella for communication. When others focus on emphasizing their personality traits and their context, we say:

  • that our solutions meet the needs of even most demanding consumers;
  • that together with our customers we can improve quality of life of many people;
  • that our solutions really affect the present and the future.

Few companies can sincerely say about themselves, "We create the world that surrounds you" and still be authentic. Asseco is one of them, and it distinguishes them from the competition.

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Creation

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01. Brand character

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02. Creative concepts

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03. Visual directions

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04. Solution drafts

Visual solutions

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Color pallet

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Typography

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Graphic elements

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