eMAG
Rebranding, 2019—Design upgrade
The new logo design increased visual impact and modernized the brand by conveying shopping joy and a more contemporary vibe.
The new logo design imposed the redesign of certain parts of the site and strategic decisions at the level of the visual digital platform.
The on-site advertising platform was comprehensively overhauled and standardized for style consistency and operational efficiency.
For off-site advertising and electronic signage, the logo was dramatized and animated by leveraging the new opportunities provided by the color gradient.
A flexible, modular, layered proprietary illustration system was developed for the delivery lockers, accommodating locker blocks of any dimension. The illustration system was adapted for other branded materials: bags, gift cards, etc.
Client:
eMAG
Industry:
E-commerce
Project type:
Rebranding (reconstruction, repositioning, design upgrade)
Year:
2019
Services:
Visual Identity, Web & UI Design
Corporate Brand Design, B2C Communication Design, Retail design, Packaging design, Brand Guidelines, Internal Communication Design
Rebranding, 2014
Despite its flawless business performance, impressive market share, millions of dedicated customers, and huge success in attracting a top strategic investor — the South African Naspers Group, eMAG needed to articulate its leadership through branding strategies.
The audit and strategy report revealed that while eMAG was the de facto leader of electronic commerce in Romania, the market didn't perceive it as such.
eMAG is more than an e-commerce brand; it is multifaceted, with various aspects directly influencing how it interacts with its internal and external audiences. Brandient worked to uncover the essence of eMAG—facilitating customer self-gratification—by defining its brand DNA, platform, and idea based on audit findings.
Brandient avoided a drastic brand identity change from the outset, considering eMAG's market position and its extensive, loyal customer base. The redesign aimed to capitalize on the familiarity of the brand name, color palette, and logo structure while infusing them with the new brand promise and revitalizing them to match the pace of the modern customer.
This led to the creation of the modular procedurally-generated logo: eMAG provides new reasons for enjoyment each day in a timely, relevant, and dynamic manner. The new identity also supports a highly simple and versatile communication platform.
The new communication platform incorporates clever language, employing the "e" letter from the brand name to craft emotional and functional messages. This tactic was designed to boost brand awareness among new audience groups.
Client:
Dante International, Naspers Group
Industry:
E-commerce
Project type:
Rebranding (reconstruction, repositioning, design upgrade)
Year:
2014
Services:
Brand audit, Brand positioning, Brand narratives and Voice, Logo Design and Visual Identity program, Corporate Identity Program, Digital design, Branded environment (Store conceptual design, Store signage system design, Office conceptual design), Creative Communication design, EVP and Employee brand engagement, Brand guidelines
Awards:
Graphis Gold Award in 2012,
Graphis Silver Award in 2011,
Transform Gold Award in 2010
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