Overview:
The Urgrund team is an industry-leading experts with years of experience in bathroom renovation based in Stockholm, Sweden. They implement architect´s vision to space, and build it with luxurious quality.
Brief challenge:
Create a brand identity that would be so much more than just changing a logo. The main focus was to reflect company values; through the brand´s DNA and clarify what Urgrund offers; it distinguishes them from competitors.
Team:
In the top left corner;
UX/UI Consultant: Jina Kim
Project Manager: Joy Hollen
Web Developer: Gabriel Josefson
Brand Strategist/Copywriter: Gauri Kaushik
Art Director/Designer: Yuliya Borowska
Opportunity:
✓ Build a brand from scratch (and yes, come up with the name for the company, as well).
✓ Think outside the box; bring authentic, unique, and new visual communication style to renovation industry.
✓ Create brand elements that not only make a memorable impression on consumers, but also allows customers and clients to understand what Urgrund does.
✓ Lead creative team through pandemic lockdown and keep everyone accountable during online meetings.
Action plan:
· Gather all information, insights that will help me ideate
· Interviews with Urgrund´s target group
· Market research & competitors landscape
· Follow my client to work for a few days
Solution:
From the start, Urgrund’s owner repeated, “technical and problem-solving skills are the most important at my work.” That is why my brand design is minimalistic, symmetric, with implementation of technical aspects; inspired by bathroom preparation process for tiling.
As it comes to color palette, I took the idea from renovation materials that Urgrund used as the base for floors and walls in the bathroom; grey shades, easy to modify, soft forms. I notice that tools for putting a layer on the surface always leave rounding patterns, and natural light plays an enormous role in spaces.
Deliverables:
Brand strategy
Brand identity
Brand book
Website (UX/UI)
