Project Template – ORDOETCHAO

Project Name: Metalkater

Client: AAP

Project Type: Visual and Brand

Brief: Create the Metalkater Brand identity

Here the challenge was to transform this rather technical brand, into a more approachable one, easier to understand and which can become a partner in the metal ware department.

OUR [PRESENT]: THE CHALLENGE

Here the challenge was to transform this rather technical brand, into a more approachable one, easier to understand and which can become a partner in the metal ware department.

The field we are exploring is technical heavy, from the knowledge and information it requires to the means of production, but it is one that allows flexibility and creativity due to the shapes that the customer can choose.

FOR THE [FUTURE]: WHAT WE DID

We first worked on the brand motto and the spirit behind everything.

“AT THE INTERSECTION BETWEEN AESTHETIC AND PRACTICALITY”

The name we will further choose must imply a link between functionality, reliability and

the technicality of the finished product and which offers the customer the intangible content of

brand, and here we refer to quality, comfort, significance.

So, after a series of various names, some more daring while others remained quite technical, the winner was METALKATER.

There are two big aspects that we wanted to focus on, while creating the whole identity: Innovation and mastery. METALKATER is a creator, which brings a whole set of new ideas to the table, while it’s complementary part is one of mastery, of perfecting the craft.

The language in this domain is strict and rather heavy, so the messages, both visual and written must be conveyed in a simple and very clear manner.

THE PROCESS:

// Understand the metalworking domain

// Build brand personality

// Naming

// Bend ideas (pun intended)

// Create a visual system that combines the technical with the aesthetic

// Hit send

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