Brands, Marks & Positioning

Situation The brand update had long been planned, but it was postponed due to the lack of a suitable moment.

Task A sudden opportunity arose to promote the brand at Wimbledon.

Action We ran the brand update in one day, in hackathon mode.

Result The promo ran at Wimbledon with the new identity. Client feedback was positive, and brand perception, awareness, trust, social engagement and share of voice all moved up.

Situation The company was hesitant to touch the brand at all, in case an update did more harm than good.

Task To assess and mitigate risks associated with brand repositioning, with the target metrics named up front: internal brand alignment score, revision rate, approval rate, brand perception alignment, and message cohesion score.

Action Given tight timelines, I cut the process down to interviews: dozens of them, with stakeholders, employees and clients in different countries, to get a current read on the audience, their values and their needs.

Result A refreshed brand positioning that moved the metrics named above, one strategic direction for everyone to work from, and a knowledge base that is still maintained.

Challenge Give the new IQ Option brand a 3D illustration language competitors could not cheaply copy — neither by hand nor by buying something close on Shutterstock — while keeping it identifiable as IQ Option at a glance. The two halves pull against each other: the more conventional the metaphor, the more likely something near it is already for sale.

Action Built the visual principles and a set of candidate illustrations around unconventional metaphors, then let testing pick between them rather than taste: association tests, A/B testing against competitors, emotional response testing and visual benchmarking.

Result An illustration pack that held both halves of the brief — tested for copyability and for brand identification, and shipped as the language of the new brand.

The neobank's identity was done with very low quality, so when updating the application and brand, we concluded that everything needed to be put in order.

Acqalma is the first food delivery service in Azerbaijan.

Extraweb is one of the first digital agencies in Azerbaijan.

Buglance sells testing on demand: product owners hire testers to check their product.

Bughunter is the other side of it, where testers pick up assignments and file reports.

The two logos share their geometry: a shield and mascots built on the same proportions.

Buglance sells testing on demand: product owners hire testers to check their product.

Bughunter is the other side of it, where testers pick up assignments and file reports. Two products, one illustration language — drawn so a tester and a product owner recognise the same brand from opposite sides of the marketplace.

• Regulated flows designed end to end: uranium trading and national voting — domains where every state transition answers to law, and the interface has to make the legal state legible.
• A PoC validation framework that turned hypotheses into demonstrable concepts in days, which is what a partnership conversation actually needs.
• Design systems, brand identities and a crypto wallet delivered as the platform's own product surface.
• Partnerships supported: Visa, Maersk and Bentley — the three names the platform was measured by.

Jobok is a job search app for finding work in your area.