The electronics chain Technopark, highly visible in its home market of Russia, was aiming for a holistic relaunch and commissioned Ippolito Fleitz Group to rework the brand’s identity as well as its corporate design and store fit-outs. For the brand core we defined Technopark as the provider of a beautiful, enjoyable and exciting life – with the right range of technology to make it happen. The design and the “electronic lifestyle” motto express these ideas concisely and memorably.
www.technopark.ru
Technopark is the provider for an aesthetically pleasing and exciting life with the best technology in any situation.
The crowded market in which Technopark operates often defines itself by overheated price wars. But when we approached the positioning and design for Technopark, our goal was to present a vital and clearly differentiated alternative. And so we focussed on a target group of consumers who decide not just on price, but also utility, emotion, quality and service.
Technopark is the provider for an aesthetically pleasing and exciting life with the best technology in any situation. Technopark understands what technology can offer people: highly specific, emotional advantages, to support the individual’s lifestyle to make life more exciting, more enjoyable, more stylish. We demonstrate this through a brand which makes a loud and proud declaration of its loyalty to the electronic lifestyle: rational product categories become lively, high-impact, emotion-packed images, while texts create a world in which the target market can see itself reflected. And that means: anyone who goes shopping with the expectation of being treated like an individual with individual needs.
A striking brand colour makes a key difference in a competitive market. After analysing the market we decided on blue. The choice of colour perfectly reflects the vibrant world of technology and is applied consistently in every instance, from high-impact design to advertising layout.
The interior concept ensures a clear zoning of product ranges. Ceiling signs, interconnected through a blue light strip, lead customers to each department where they’re met with posters featuring emotional motifs. The experience is underscored by installations of light cubes, which bring a three-dimensional pixel world to the space.
A striking brand colour makes a key difference in a competitive market.
Online shopping is another important part of Technopark’s “electronic lifestyle”. For the existing Technopark online shop we developed a design concept which adapts the visual signifiers of the new corporate design to create a readily comprehensible navigational experience. The clearly organised layout emphasises the brand’s quality standards. A large banner on the homepage creates an emotional entry point to this product world with testimonials and striking headlines.
With its new corporate design and commitment to the electronic lifestyle, Technopark underscores its position as a specialised partner for electronic products in the marketplace. The modern identity communicates competence and integrity while also fostering emotional involvement. In a Russian electronic market dominated by discounters, we succeeded in defining Technopark as an unmistakable brand: a one-off.
2014Corporate Design PreisNomination Brand Identity Designs
