The simple definition of a complex subject

Brand identity takes shape in the context of particular elements that compose the stylistic universe of a brand in theory, design and text, to designate its distinctive personality and means of expression.


The simplified complexity of a definition

The brand development process begins with strategy.
It is a key development stage that defines all future brand dimensions in terms of identity, presence, personality, behavior and communication.

We develop a brand in 5 dimensions to build brand identity for commercial performance on profile markets, online and offline.

  • Technical

    Graphic Identity
  • Social

    Communication strategy and style
  • Commercial

    Marketing strategy and market positioning
  • Experiential

    Interaction with customers and brand presence
  • Cultural

    Personality and behaviour



Brand Identity Manual

vs Brand Book

Brand identity manual

In terms of design, the visual identity manual is a technical guide that presents the graphical standards and application specifications for the logo and the branding visual elements.

The guide includes technical information – color codes for print and web, recommended sizes, related symbols, letter characters and applications to help a designer create promotional materials according to brand guidelines.

We think design is defined by more than a set of rules, we focus on how we can create functional visual communication to create branding applications for the use and delight of real people.

Call now if you need consultancy in the development of a brand identity manual or a brand book. We’re online and happy to help.

Mihai Badea0726 302 439

Brand Book Manual

Brand Book

The multi-dimensional development of brand is presented in a Brand Book.

A Brand Book illustrates the brand’s universe, history, work philosophy and organizational culture. It is useful as a reference for the internal team as a guide of conduct in organizational practices, procedures and culture, but also to the external public.

The Brand Book formulates the mission visions and values statements, market positioning, target audience, prefered media, communication strategy, and also defines the visual and textual communication elements.

A Brand Book includes the visual identity of the brand, including the reasoning system that lead to the designation of graphic elements as a particular to the brand.

To create a Brand Book, we need detailed documentation into the brand universe, thus the importance of research and development stages is imperative.

Communication strategy
and style of expression

Communication actions like content writing and media distribution of messages formulated in a certain style of expression with particular semantics and intentions aim to connect a brand with the target audience.

To approach communication in the digital environment we invite new interaction points with the public, new platforms of expression, new cultural dynamics.

The ability to adapt to online media in real time delivers favorable results in terms of public relations, communication actions lead to dialogue, creating and connectiong communities, developing image capital and achieving marketing goals.

We deploy communication strategies to create direct links between brands and the public so to connect people with people.

Marketing strategy and brand
positioning on the market

As part of a marketing strategy, we consider sales communication objectives to identify the actions we need to employ in terms of advertising, public relations, offline and online marketing – SEO, Google AdWords.

We help companies define their audience, market positioning, competition, and media strategy using fundamented market research to gain competitive advantages.

Theory and actions help us develop the practical aspects of branding – design, style of communication, media planning, new products design, the development of new services and consolidation of the current ones.

The marketing strategy identifies brand opportunities, finds ways to correct weaknesses, values brand strengths.


Brand to customer meeting points
and conduct of activity

A brand is represented by the products, services, the organization and its human resources. There are a number of points of interaction between the brand and its customers, we can customize this market teritorry for significant results:

  • Customize payment methods for a product
  • Customize the distribution network
  • Customize material presence on the market
  • Develop the ability to activate all senses
  • Deploy actions that connect the public
  • Develop customer relationship protocols

The promise of experienced marketing is to provide a customer experience either through to the product directly (packaging, taste, smell, touch etc.), or through brand presence and public actions.

Branding Dimensiunea Culturala

The brand as a
cultural expression

UA brand is a cultural entity.

It defines and it is the expression of a culture in terms of spiritual, material, intellectual and emotional values. In a cultural context, a brand is identified by symbolic and linguistic elemens, behaviours and actions, including material artefacts.

A brand activates in the commercial sector, communicates with clients using the media and is part of society’s popular culture, either a group or category of people within the general society. Typical to Japanese culture like the sake drink, a clothing brand may represent bespoke gentleman culture.

We develop brands to make a cultural influence on society.

We are creators of brand culture and our mission is to enrich cultural spaces with valuable philosophies.