FSK is one of Russia’s largest real estate companies, boasting nearly 70 years of experience in the market. However, there was a noticeable issue with their branding.
Initially, we received a brief for an identity rebranding, but our collaboration extended into crafting complete campaigns for the years to come.
Orange served as their primary brand color.
Upon investigating the problem, I discovered a fascinating insight: people lacked a strong association with their original shade of orange. However, by tweaking the Pantone and infusing more vibrancy into the color, we garnered a positive response. This transformation also involved making the font more friendly, rounded, and easy to read.
Simultaneously, the client desired a more premium look. They aimed for sophistication without coming across as overly ostentatious. To achieve this, we drew inspiration from the noir style, taking cues from Frank Miller’s ‘Sin City.’ Our approach involved blending a black-and-white palette with subtle orange accents, creating a visually captivating fusion. This concept initially manifested in print materials and later extended to TVCs and OLVs, where even the music played a prominent role.
The results were striking, garnering numerous awards in the design category and earning recognition at local advertising festivals.