In partnership with nature

about the client

ECONIKO is a Ukrainian manufacturer of modular homes with an ambitious eco-mission. Their unique feature is that the homes are made from authentic eco-friendly materials: wood, clay, and straw. What was special and interesting about this project was that both the strategy and creative blocks had to be developed simultaneously due to urgency. Additionally, it was necessary to consider the company's development strategy. What did this mean for us? It meant that the positioning, logo, and style system had to be equally understandable to various target audiences: private buyers, corporate clients, and government organizations. Accordingly, it was decided to customize marketing materials for a specific segment of a specific TA through appropriate communication and variation of the style system

tasks

Implementation

strategy

to solve these tasks, we:

  • conducted a series of briefings with the client to better understand the tasks and expectations
  • developed the communication concept in several stages
  • analyzed competitors: positioning and advertising communication, created a positioning matrix
  • developed 8 positioning blocks, each containing several slogan options
  • conducted analysis and segmented the target audience
  • compiled a customer journey and identified touchpoints
  • developed Tone of Voice
  • developed a communication matrix

creative

logo

Alongside developing the communication, we analyzed the brand systems of competitors, including logos, and compiled an appropriate matrix

Then we began developing the logo. As it turned out, this became one of the most challenging tasks of the project because:

  • the requirements that the logo must be equally understandable to different target audiences remained
  • we had to consider the individual vision of the client: style, colors, openness and softness of forms, conformity to trends
  • competition in the field is high, and the image of a modular home is used more often than we would like in logos

Therefore, the development of the logo was multi-staged, even multi-multi-staged. In total, we developed more than

80 variants

main variants considered by the client

The letter «E» and the three-layered materials. The middle layer is clay

The letter «N». Perforations - a breathable surface

The sign element resembles the shape of a leaf, yet without 100% similarity

In the perforations of the sign, contours of trees are displayed, emphasizing the eco-friendliness of the houses. Elements of gray color - the roof of the house

The arrangement of the sign elements is inscribed in the shape of a cube, which in turn resembles modular houses

logo system

identity

next, we tackled the identity, whose task was to refer to the positioning, the DNA of the brand. It was necessary to showcase the eco-friendliness of the materials used in production, the quality and prestige of the manufacturing, and also the connection to the technology of building homes by our ancestors. For this, we used two groups of identity elements. The first - vector icons (quality and prestige), the second - photo icons (eco-friendliness, heritage of ancestors)

vector icons

environmental friendliness of materials

quality of life

durability of the structure

speed of realisation

cost-effective ownership

cost of construction

photo icons

banners

after developing the identity, it remained to create examples of advertising banners, visualization of printed products, and merch, integrating previously developed communication messages

33%

eco-home consists of baked clay

33%

eco-home consists of wood

33%

eco-home consists of compressed straw

printing

for the development of printed products, we used photo works with images of magnificent Ukrainian landscapes

merch

promotional video

the task of the video was to introduce the audience to the brand and its philosophy. We wanted to convey the emotions of living in a country house. When we started thinking about the idea, we came up with 3 scenario options. Each differed in the set of frames, but the main idea remained unchanged: you can find inspiration anywhere, but most of all where there is freedom: breathe life fully, restore your resources, and live your best life

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