Over time I have met people who feel the opportunities of the market, people who base their expertise on a business idea or people who make their passion the engine of business growth, such as Mihaela Zahariea, one of the founders of Iedera business.
And what can be more beneficial to a business than passion complemented by an agile business spirit with a long-term vision, as is the case with Iedera's second founder, Cristian Zahariea? This is how Iedera's business began, combining a passion for home decor and confidence in the potential of a growing industry, a growth encouraged both by the presence on the market of large local or international chains of specialized stores and by the development of online retail.
As most local businesses have adopted functional positioning messages, supported by the variety of product portfolio or volume sold, the founders of Iedera come to us to find an answer to the question they considered essential for the future of their business: “How can we build a prosperous business, transferring to people our passion for home decor, so that they can feel emotions. “In the places where they live?”
The question asked by the two founders inspired us in our process of discovering the industry, the consumer, markets and business models. We learned about the typologies and profiles of home decor consumers and their needs, about lifestyle marketing, about solutions out-of-the-boxdesigned to give more attractiveness in the online environment.
We worked alongside the two founders to clearly define their motivation (purposa) why they invest money and passion in this business and how they manage to do things in business, without altering their motivation. We decided together what is the profile of the consumer to which Ivy can devote all its attention and we discoveredInsightsstrategically valuable.
We started the construction of the brand from the profile of the consumer for whom Iedera can make a promise of value: the woman in her period of maturity, driven by the desire to create from the space in which she lives, a place that expresses her individuality, where she can be herself, without conventions and without touch-ups.
Inspired both by the desire of the Ivy consumer to surround themselves with their own stories, but also by the founders' vision to “inspire the consumer to discover and express their uniqueness in the spaces where they live”, we created the brand slogan: Ivy, give voice to your story. The Ivy consumer is looking for more than just an interior design, furniture or decoration idea. They seek to tell their own story, in a space with a personal footprint.
The key is the symbol that represents the proof that space belongs to you. Each landscaping has a symbolic key by which the project is solved. This represents the client's landscaping dream. Ivy is the one who holds this unique key, which tells a personal story, of each one.
The Ivy logo has been designed for a versatile identity. Multiple alignment variants ensure greater ease in future implementations. For special situations, when dimensions allow, alternative variants have also been created to help build the visual communication of the brand.
The colors that make up the Ivy palette use an elegant contrast. In the development of identity it is permissible to use various percentage intensities of colors. The golden metallic color will be used as an accent, and it is recommended to print it with Pantone or folio.
Ivy uses elegant typography as an integral part of identity. A range of fonts that elegantly compose in layouts was chosen, made by a famous letter production house, Ivy Foundry. To communicate in a unique and personal way, the Ivy logo and symbol can take several forms under the name ofbrandapparaten.
The Ivy brand demonstrates the ability to penetrate the personal universe of its customers and resonate with their challenges, aspirations and needs. Ivy does not follow trends. Look for the authentic in furniture and decoration, that leaves a story in its wake and that can naturally, naturally complement the personality of the consumer.
The graphical flexibility supported by this grid is helpful in creating brand visuals. The compositional grid adapts fluidly to any format and allows structuring the elements in an intuitive and elegant way. The grid is based on the rules of sacred geometry, the golden rectangle and provides great freedom of composition of graphic elements.
Social media presence is essential in communicating the Ivy brand. This is where the photographic style and the verbal communication must come together to make the Ivy brand come to life and inspire.
Starting from the visual identity of the brand, we brought the originality specific to the Home Decor industry to the most important point of contact with the brand - the website. We focused on optimizing the mobile version, as more than 70% of visitors browse from their mobile phones, and we made sure that regardless of the device used, the interaction with the brand was consistent.
The structuring of the information has been designed so that we integrate the inspiration part with that of User Experience, to illustrate the defined communication style and ensure a memorable online experience for customers.
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