The brand identity of the ERASMUS+ co-funded project CreatINNES (Project Number: 2018-1-DE02-KA202-005232) was designed and officially launched by one of the consortium partners: Budakov Films Ltd – a Bulgarian-based creative studio passionate about creativity, branding and design of learning experience. Based on the notion that corporate identity clearly is a disciplined process that is used to cement customer loyalty and extend awareness as well, the creative studio came up with unique and memorable brand identity that clearly reflects the project mission and goals. However, before the CreatINNES logo was sketched, a plenty of research in cooperation with the project coordinator: INI-Novation GmbH had been done in order to specify the visual preference of the users.
Working in a close conjunction with Mrs. Angela Ivanova from INI-Novation GmbH, the creative team outlined the following characteristics that the CreatINNES logo should possess:
Bold, memorable and appropriate;
Immediately recognizable;
Provides a consistent perception of the Erasmus Plus co-funded project “CreatINNES”;
Clearly communicates the project’s traits;
Has constant value;
Works well across different media and scale;
Works both in black and white and in colour.
Image 1: The characteristics that the CreatINNES logo reflects.
Dr. Petyo Budakov, a managing director of Budakov Films aired “The main challenge here was to create an attractive visual communication that would engage varied target market – on the one hand people who are not involved in the creative sector and on the other hand those who are active into the CCI and have limited experience into the entrepreneurship”.
In order to design a powerful visual identity, the creative team had to establish a cultural connection between the brand of CreatINNES and its consumers.
In a consumer-driven economy, the contemporary logos should reflect the social and cultural context. Therefore, the creative studio employed the so-called “experiential design” technique which usually brings additional benefits for the corporate identity by involving the human factor.
Image 2: Social and cultural context of the CreatINNES branding.
The utilization of emotional design was of great importance for creating the CreatINNES brand personality. Designers sketched the brand as if it was a real person and it allowed them to effectively communicate the main project message by provoking strong desires and aspirations among the beneficiaries. By regarding CreatINNES as a real person, the brand was considered if it was a masculine or feminine, contemporary and art, elegant or smart-casual and etc.
Image 3: Brand Personality
However, in order to boost the brand awareness of CreatINNES, Budakov Films has designed a large number of items, such as: logo, website, letterhead, business card, envelope, USB-sticks, internal communication documents, bus stop billboard, roll-ups, product packaging, UI/UX of the learning management system and etc.
Furthermore, the Dr. Budakov will present the CreatINNES user interface throughout a “HFD Hangout” session in September – a powerful initiative, organized by Hochschulforum Digitalisierung, Germany.
Accessible Design for Users With Disabilities
However, the CreatINNES website: www.creatinnes.eu has been recently updated and customized in a way to be disability-friendly by enabling disabled users to take over the control by using Tab button of their keyboards. Budakov Films also developed some clickable items with wider range so users can click on it within the item's general area. In addition, the copy is simple and well-arranged, and colours and fonts contrast is sufficient in order to be well-perceived (e.g. black text on a white background) in terms of the articles.
About CreatINNES
CreatINNES is a European project funded by the ERASMUS+ funding scheme 2018 – 2021. Behind CreatINNES, we are six European organizations from Bulgaria, Germany, France, Hungary, and North Macedonia, joined together in a strategic partnership, and dedicated to providing effective solutions to the educational and business needs of the Creative and Cultural Industries (CCI) via ”out-of-the-sector” thinking and goal-oriented training in business development. The main challenge here was to create an attractive visual communication that would engage varied target market – on the one hand people who are not involved in the creative sector and on the other hand those who are active into the CCI.
More about the CreatINNES new branding you can find here: https://bfstudio.eu/portfolio/creatinnes/
Images:
Credit: Budakov Films, 2020
Credit: Budakov Films, 2020
Credit: Budakov Films, 2020
Credit: Budakov Films, 2020
Credit: Budakov Films, 2020
Credit: Budakov Films, 2020
Credit: Budakov Films, 2020
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