Our team was initially tasked with developing the positioning and corporate identity for the First Jewelry pawnshop chain. In such a way, the client wanted to distinguish the brand from the competition, as well as change the current attitude to the industry among consumers.

Usually, this industry divides the audience into two categories: those who have never pawned anything in a pawnshop, and those who visit them on a regular basis. For the former, such companies seem unprofitable, since it is much easier to maintain their financial position in the bank. They put off applying to pawnshops as a last resort. For the latter, on the contrary, such “trips” have become a daily concern.

Graam is a service for the sale and purchase of gold for processing. The noble luster of metal has always fascinated people. We create a digital product that gives gold back its value and digital shine.

Graam is an intermediary ecosystem which stands between the participants of the precious metals market: pawnshops, jewelry stores, individuals, special transport companies, refineries, jewelry factories, banks and traders.

The transition of the pawnshop chain to a digital application introduced a new key element in the brief — innovation. He also added more emphasis on the digital component of the brand. There are no analogues of such a product yet, so it was necessary to reflect a product that changes the rules of the industry in the corporate style.

The logo itself and its symbolism include several meanings. The first and key one is luster, which is directly related to the precious metals industry. The second is the stylization of the letter G, made with the minimalist features. The third – the association with the unfinished download icon – is a reflection of the digital process.

It was possible to express the idea “to be honest” by removing visual noise — a variety of elements, a riot of colors and shades. Purity can be expressed not only through the white color in a direct sense, but also with the help of any color without impurities. Therefore, the monochrome palette is not accidental here.