To implement the brand identity, we take into account the vision of your team, collect information about competitors and consumers, and evaluate trends in the industry. This allows you to develop an identity that speaks to your vision and benefits.
Brand identity helps to:
launch a new company
carry out a rebranding
create a single design system
organize all your desing assets
create added value for your product
Work stages
Step 1. Research
Strategic research
Analyzing the current brand communication.
Conducting competitor communication analysis.
Determining the basic characteristics of the audience.
Context and trends
Researching the product.
Studying the visuals of competitors.
Finding best practices.
Preparation of data visualization: assessing competitors by color schemes and Tone of Voice.
Style development
Determination of company values and stylistic restrictions.
Creating a color scheme.
Description of the role model: how the chosen model reflects the company’s vision.
Offering font direction: options for typography development.
Step 2. Naming
Name
Creating a list of titles using Mind Map.
Preliminary check at the patent office according to the classes of the Nice Classification.
Step 3. Identity
Design concepts
Metaphor: setting the starting point for the style development.
Color graphics: setting the mood and one of the main sources of emotions.
Photo style: showing how the brand sees the world around it.
Visual: creating a visual code — logo, corporate elements, grids and iconography.
Typography: creating a handwriting that reflects the character.
Tone of Voice: setting the style of communication between the brand and the consumer.
Style adaptation
Style exploration: determining the logic of transferring design to different formats.
Layout design: making visuals with up-to-date information.
Scaling: creating layouts for different sizes, taking into account technical features.
Guidelines
Systematization: setting standards for logo usage and creating templates.
Consolidation: compiling style usage rules into a unified guide.
Development of layouts: preparing layouts in accordance with technical requirements.
Project team
creative director
Alexey Molchanov
Makes brands not only beautiful, but also fills them with meanings.
head of strategy
Valeria Tyapina
Creates a unified picture of brand development from different data.
project manager
Maria Surgutskova
Looking not for reasons, but for possibilities for solving each task.
brand designer
Julia Sukhareva
Thinks in terms of structures and questions, which creates a special order in the projects.
graphic designer
Ilya Obukhov
Creates a mood in projects, and is most immersed in SMM design.
copywriter
Maria Tashchyan
Helps brands speak the language of their audience.
Work result
based on emotion
Your brand identity will convey benefits that are more memorable and attract attention. By evoking emotions, you can establish a strong connection with your target audience.
modern image
Research helps you understand what's currently relevant for brand identity in your industry, so during the concept development phase you get solutions that work for your field.
design guideline
With well-prepared and structured layouts, you can quickly integrate a design system into your business and transfer the design to production and achieve the expected outcome.
Why should you order a brand identity?
We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.
Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.
Project examples
For the real estate agency EVO, we preserved the brand’s logo and developed an identity that opened a new chapter in the company’s history. We used a metaphor reflecting the importance of synergy between the client and the realtor for a successful deal.
When creating the identity for the IT company Milestone, we found a connection between two seemingly unrelated fields: tourism and IT. The concept was based on the idea of a "transit chocolate bar", which a group shares as a symbol of a completed stage. Similarly, an IT developer uses "milestones", progressing through each phase with the client, from idea to implementation.
While developing the identity for the logistics company Redek, we made the value of the cargo itself the basis of the concept, endowing it with emotional properties. The main element is not graphics, but phrases that tell about Redek's attitude to the cargo of its customers.
The cost is determined individually based on a preliminary online/offline briefing with you.
The final cost is defined by the timing, scope, and complexity.
FAQ
How many concepts does your team present?
We usually present two concepts. Depending on the brief, they can be completely different in idea and execution, or more closely aligned in tone and approach.
How do you ensure the versatility of a brand identity?
A well-designed identity is scalable — meaning the visual style adapts seamlessly across various applications like banners, print materials, merchandise, and social media. We demonstrate this adaptability through branded mockups, the number and types of which are defined by the client.
How many revision rounds are included in the project?
Our identity development process includes two rounds of revisions at each key stage: concept development, scalability, and final layouts.
What does the brand identity development process include?
It consists of three main stages: research into the product, market, audience, and competitors to build contextual understanding; creation of the brand name (if needed); and finally, the design concept, which includes the visual identity system.
How do you handle companies with a wide range of products?
We take the business goals into account. If all product lines need to align under a unified brand, we create identifiers for each area — for example, by assigning distinct colors or designing custom visual elements for each product category.
How do you keep the identity relevant when entering new markets?
The identity development process includes in-depth research into the product, market, audience, and competitors. We also discuss future expansion plans with the client, so we can reflect cultural nuances, industry specifics, and target audience characteristics of each new market within the identity system.
Customer reviews
AdVita
Yulia Paskevich
Head of PR
Our relationship with the ICU team goes beyond partnership—we’ve been more like friends for the past five years. What matters most to us is that the agency shares AdVita Foundation’s values, and they truly listen to and understand our needs. That’s why our joint projects turn out bold, vibrant, and emotionally resonant, helping us connect with our current audience and attract new supporters.
Alfa Leasing
Evgeniya Bespalaya
Marketing Department
We’ve never had this kind of experience with agencies before. As for the result—we were impressed by how accurately the neural network handled a creative task. We really liked the outcome. Based on what we received, we can confidently say this kind of solution will become part of our brand communication.
Syrobogatov
Anna Zakharova
Lead Communications Manager
Working with ICU was a true collaboration—one we’re happy to recommend. The agency team developed a communication strategy for us, diving deep into our brand, our messaging style, and our goals in the market. The entire process was built on trust, respect, and a genuine immersion into our product. Thank you, ICU!
Aloha Browser
Bruce Kurtz
Chief Marketing Officer
Partnering with ICU Agency was a game changer for Aloha Browser. ICU's adept understanding of our brand ethos and market needs translated into a standout advertising campaign, and frankly, they stood out from the other agencies in RFP stage. They blended humor and seriousness effectively, conveying our message on online privacy. Highly recommended for their efficiency and creativity.
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