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Client:
Marketing Analysis:
Since the market is unstructured and there are still many opportunities, we can develop a brand positioning strategy centered on our product and target audience rather than the market itself. The target audience seeks different experiences from their interactions – some emphasize the "rational" aspect, while others focus on the "hedonistic" aspect. The primary challenge is integrating various services into a seamless part of the overall brand.
This complexity increases even more when we consider our target audience, which includes B2C, B2B, and B2B2C segments. We need to address all these groups and ensure that our brand and messaging are relevant to each.
Brand Archetype:
We developed our brand archetype based on the management style of the company and key points of differentiation:
- Core values: timeliness, quality that meets expectations, service during the project, and support after project completion.
- Focusing on building relationships with clients.
- Avoid focusing solely on the furniture itself to stand out from the many other companies in the market.
As a result, we came to a rare combination of the Ruler and Everyman archetypes. The Ruler represents control, timing, and a strong management style, while the Everyman reflects a sense of belonging and close relationships with clients throughout the work process.
As a result, we came to a rare combination of the Ruler and Everyman archetypes. The Ruler represents control, timing, and a strong management style, while the Everyman reflects a sense of belonging and close relationships with clients throughout the work process.
Naming process:
Naming must convey all our marketing aspects and technical criteria: Industry relevance, Concept, Meaning, Phonetics, Memorability, Uniqueness, Graphic potential, SEO potential, TM availability. A good indicator of success is when the name meets at least most of these requirements.
MODLER
The name is phonetically reminiscent of
- a modeller is someone who makes objects or figures out of substances such as wood or clay. 2. countable noun. A modeller is someone who makes theoretical descriptions of systems or processes in order to understand them and be able to predict how they will develop;
- it is called a moulder, because it essentially “moulds” the shape by cutting away the excess wood needed to reveal the profile. This process happens on all four sides of a previously prepared board in one pass through the machine;
This name scores 90 out of 100 in our internal score framework and reflects everything we need for further brand identity development.
Logo:
The logo is based on clear geometric shapes, massive objects, and understandable metaphors. This perfectly fits our initial Archetype. At the core lies the idea of modularity, inherent to the construction and manufacturing of furniture. For branding, this manifests as technical precision. We use the puzzle metaphor, and a completed puzzle is a ready solution, a visible result, with perfectly matching pieces.
The color palette was selected based on interior materials — wood, metal, and textiles. The colors align with the Everyman archetype: they are understandable for the category and pleasant to the eye, while more heavy colors represent the Ruler archetype. Black and white are integral parts of most branding, especially in print.
The visual analysis of the phonetics of the naming shows its rhythmic quality and symmetry with well-defined accents. This suggests an expressive stability and firmness that should be reflected in the logo itself. The consonants MDLR have the most expressive character, so we used them to create a block composition.
The full logo provides maximum recognizability. It works best in larger sizes, making it suitable for mediums that can convey its detailed nature. In the horizontal version, the graphic and textual components are arranged sequentially. This is a traditional composition for logos. The graphic part independently forms a mark — the most compact version for smaller mediums and digital formats.
