Angia – an Identity Symbolizing Action Spirit and Building a Positive Business Culture
Bratus Agency – Angia
BackgroundWe have approached by ANGIA Investment in a mission to redefine this huge brand’s visual identity. Founded in 2008, ANGIA has been one of the most developed and potential real estate investment corporations in Vietnam. To gain more trust and achieve better positioning in the market, ANGIA desired to emphasize its pioneering spirit and establish an outstanding identity. InsightAfter our internal interviews with ANGIA, we realized their aspiration and courage to take risks and adopt innovative and new ideas to their investment projects. However, their brand image on media was still conservative and traditional that only focused on their main services without providing any memorable or interesting experience for the audience. This disadvantage obscured insightful stories, strong DNAs, meaningful manifesto and wide visions of ANGIA itself. Thus, we and ANGIA agreed to rebuild a new identity that can inspire, communicate well and create positive values for the brand. ChallengeANGIA is a potential developing company in Vietnam’s real estate industry which is rarely noticed because of the lack of renovation in visual identity design. The tactic to apply minimalism to ANGIA logo and the visual system became a risky challenge since Vietnamese real estate firms’ logo are familiar with busy and complicated graphics. It caused a big question “Should ANGIA go with a “same same, but different” logo or a creative breakthrough symbol?To develop a new bold identity for ANGIA, we need to establish an exceptional brand that can represent greater values besides the basic characteristics of a property business. That is a brand can communicate inspirationally and influentially and own a proud icon. StrategyBratus approached all aspects of the project by analyzing the brand and its recent identity to extract the most valuable insights: their aim to move forward and the passion to conquer highest peaks with a pioneering spirit and its following stories. The brand strategy was defined by ANGIA strong cultural identity that they constantly boost their decisive determination to achieve nearly impossible success. On the other hand, we had to ensure the core strategic values of a real estate investment company and transformed them to an iconic visual language to build the foundation and power for future marketing and communication strategies. Design ConceptFrom new brand values and strategies, we formed a simple yet flexible identity. That is the symbol of action spirit to construct a positive brand culture with different values: challenges, conquest, discovery, investment, and experiences. These principals are examined with both internal and external aspects.Internal: Aim to nurture the business culture, inspire and motivate employees to achieve short-term and long-term targets. External: Personalize customer’s experiences for various target groups and partners with close relationship and transparency.The new logo became a story-teller narrating the effortfully developing journey of ANGIA. The brand name’s letter A was exceptionally modified with the removed crossbar, higher contrast promoting the depth and upward movement. The balance of two simple “A” letterforms in the beginning and the end constructed the stability and solidity of the logotype. The single letter A was also used as the logomark on different applications to make the visual identity more flexible and powerful. Moreover, we experimented with visual languages including typography, colors, composition, spaces, and materials to deliver a modern minimal identity and focus more on the clarified brand message. All elements of the layouts were built on a flexible grid to diversify visual contents as well as manage the visual system on every touchpoint – online and offline. Brand ContentContinuously employing letter A as the narrator, we established the message system to reflect core strategic values, as well as created direct visual associations to the logomark. The message content concentrated on customer’s experiences, partner’s collaborations, investment, and brand values, with comprehensive contents, matched with brand tone of voice to deliver ANGIA intentions.