Kreativa Studio — Brand Book
Updating our brand
Change is necessary, yet it can be difficult — recently, we have witnessed it first hand. As a part of ongoing progress, we looked into how our brand breathes and speaks, which we then thoroughly extended to?our new website. We wanted our areas of focus to tell our story every step of the way. Those areas were:
Tone of voice and communication
Logotype
Color palette
Typography
Characteristic shapes
Media
Tone of voice and communication
We have grown and have cautiously updated the way we communicate to match our personality and where we are today. Our tone of voice is now immensely transparent, pure and professional, removing the end user of any doubt. Clear communication is a must for our clients, and our goal was to make that evident in every sentence.
Logotype
In essence, our logo has received a slight update. We have decided to break apart our logomark and wordmark, which can now be used separately. This enables us to use our logomark, which adopts refined elements' proportions and color, as a standalone branded element and build additional assets on top of its foundation — such as patterns and folds. It's negative and positive versions are now outlines, rather than fills.
Being known in the industry simply as?Kreativa, our wordmark seemingly removes the word "studio", incapsulating it as an additional element under a circled letter "s".
Color palette
Our color palette has been extended and refined to transmit comfort and softness, which runs in parallel to our tone of voice. Starting in 2007 — we are young no more. We don't have a spark — it grew into a burning flame. We are not vibrant — the work we do for our clients is. Our refined color palette is a signal of our maturity.
Typography
ABC Normal is the type we've selected to deliver all our communication in written form. It is sharp and crisp, with letterforms and stylistic sets carefully chosen to lean towards a traditional look and feel, supporting our longevity.
Characteristic shapes
The shapes and patterns we created are a direct extension of our logomark. The folding ear, using only our primary color, is added to images we use across different mediums. On interactive mediums, the image folds through simple yet satisfying animation, adding an extra flavour to the experience.
Unintentionally enhancing our angled office features, the patterns we created are complex in structure yet simplistic in the way we apply them. Across interactive mediums, they are unintrusively animated and appear united with the background.
Media
The images we use are real and raw, with a touch of grain. They feel unedited. People in the images are either in constant movement or highly focused on the task at hand, simply caught in the moment. We go the extra mile to display our work in matching environments, removing stock sources wherever possible, which is evident in our case studies.
The fast, dynamic videos we display are rich with subtle micro animations and are aggressively used for showcasing our work.
