This project is a startup on the Russian Internet market.
Our task was to create a brand for an Internet portal. The main idea of the project is to create a platform for creative people, where they could not only prove themselves and earn money. The portal constantly published thematic contests on behalf of famous brands or popular performers. Visitors were invited to create a script for a clip or a commercial and in some cases to shoot it within the specified budget. A professional jury of renowned directors, producers and customers then determined the finalists and the winner. Users received not only money for their work and also comments from experts, recognition and fame in certain circles.
We conducted segmentation of the audience and defined key insides for each segment at the first stage of the work. The core audience was represented by "content creators" - talented people who were involved in projects and actively generated content. The secondary audience was identified as "interested" - those who primarily follow everything that happens, comment and share on social networks. The group of "clients" - potential initiators of contests and advertisers of the portal - was singled out separately. Then a brand platform was formed, brand values, personality, points of parity and differentiation were defined. Key communication principles were also created. At the next stage, our task was to create a name for the brand by terms of reference. The name was to be short, reflecting the idea of the portal, memorable, creative and protected and with the possibility of registration in the RU zone.
I"MON - "I am on". This neologism solved all the tasks it was tasked with. The logo stylized under the button of inclusion strengthened the perception and became a stylistic element. The corporate style was created by modern trends and features of graphic internet culture - bright green, laconic and focused, using a pattern.
The result of our work is a potentially successful brand in digital space.