client : IDO Design |
year : 2019 |
services : Re-Branding, script and copywriting, Social Media, UX UI Design, Video Production
The Challenge
The Challenge
"I do-Adv” was among those rare Eastern-European companies of the early 90s - built from scratch overnight
and against the odds, to yet persevere the winds of change. Adopting a western work ethic, the company
excelled gradually, and later defined local industry standards.
Once upon a time, the small atelier of three fellow artists, hand-painting street signs to make a living, some
twenty years later - the “I do Adv” claims total market monopoly, undisputed in the services of High-End
Wayfinding Solutions and Interior Design Branding. Trusted by the majority of regional Banks, Malls,
Corporate Buildings, to design, produce and install large outdoor signage, as well as, complex office interior
and public navigational systems.
Upon the company’s 20th anniversary, the one issue “I do Adv” could not solve internally, was becoming
unavoidable. There was little left to conquer on the national market, and the interest of foreign partners
and potential clients, confirmed it was time to expand services beyond local borders. They came to us, at
StudioRubik, in dire need of a ReBrand; a complete make-over to attain an internationally-competitive
image. Instead of handling the task in-house, Ido Adv trusted us to do what we do best:
Transformation Magic.
our angle
our angle
Once again, our approach to this ReBrand was based on solid research. During our Discovery Phase, we learned
that “I do”, is in fact, key-word associated with weddings and engagement proposals. Their current website,
although once relevant for its time, now screamed the year 2005 - crude, buggy, confusing, not even mobile-friendly.
The company’s rich history - the legacy of I Do Adv, was required to have major presence in the architecture of the
new website. The only problem was - it came in the form of bullet points and calendar dates, two pages long. We
knew that no visitor would read lines over lines of boring, so to avoid the ruining of the new web layout, we
envisioned the text of the “history” section, converted to a fun and quirky motion graphic animation.
This much was clear: we are standing on twenty years of hard work and brand dedication, yet we must tear down
everything but the Story. Drastic measures in the name of evolution, including a change of name but not of heart.
To define the brand’s new tone-of-voice, we wrote copy, took photos, shot videos, designed and animated graphics,
wrote code. A devoted team effort, driven by the challenge to deliver a great analog service company to its worthy
digital representation. Moreover, to make the business of making signs - look cool and sexy.
the outcome
the outcome
Introducing:
I D O - Imagination Driven Originals
Complete brand identity transformation on display. From the color of its skin, through the language of its voice, to the
motion of its presence, IDO is now a new person - the collective identity of its team, experience, portfolio - expressed
through contemporary design, interactive function, and captivating content.
The Eye of IDO - an epitome of creative vision, embedded in the craftwork of each eye-candy product, made by the
company. A logo that is never static for long - a movement-driven accent, integrated with the website navigation,
and all video content. The new full-pager site, navigated through a sequence of overlapping screens, offers minimal
design and responsive animations, reflective of the brand’s versatility and excellence. To celebrate the adaptive nature
of IDO’s services, we attributed their web journey with chameleon features - just hit “refresh” to change the color
palette of the current page layout.
Arriving at Ido.design will present you with control over interactive features, or provide intriguing reads from client case
studies, describing challenges on an enterprise scale, tackled over the years. Cut at an angle, the Burger Menu is quick to
point the right way to IDO’s BREAD&BUTTER, or play the Cinematic Corporate Video. Scenes of grinding effort, mixed
with sequences of lifestyle and team spirit, capture on screen, the ideal essence of this brand - Work Hard - Play Hard.
Sure, driving across the country to reshoot each major project in the brand’s portfolio, in matching photosessions, was
exhausting. But in the end, it was well worth it - a finale to the reimagined brand experience of IDO - the Unique Sign-Maker.