2024
BRIEF
Kept is a community of people who act, not just talk. At Kept, work is treated as intellectual art.
About the brand
Visualization of a unified structural message that enhances communication and creates a promise on both emotional and functional levels.
Objective
We conducted a rebranding and implemented a new HR branding concept.
Solution
VISUAL IDENTITY
The art of collaborative problem-solving and activities that bring tangible benefits is akin to artistic work.
Productivity in art is also connected to harmony and interaction with nature, which often serves as a source of inspiration.
Primary metaphor
BRAND IDENTITY ELEMENTS
Illustrations /
The visuals are built around two key components: illustrations and AI-generated images within containers.
They convey the core idea of the HR brand's identity.
Container with Art
BRAND IDENTITY ELEMENTS
Each container illustration functions as a vessel, both shaping and showcasing the artistic message within its boundaries.
These containers blend structure with creative freedom, housing elements like color gradients, shapes, and layered textures that contribute to the overall visual narrative.
Container with Art
BRAND IDENTITY ELEMENTS
Each illustration embodies the target audience of the HR brand.
They are created using simple graphic forms, with gradients applied to achieve transparency in certain parts of the image.
Additionally, the use of transparency and gradients gives depth, allowing certain areas to appear lighter or more dynamic, inviting viewers to explore both the illustration as a whole and the elements within.
Illustrations
The simplicity of the graphic forms allows the art objects to stand out, drawing attention to details and fostering an emotional connection.
The identity encapsulates the essence of the HR brand by seamlessly merging art and structure. By combining simplicity with depth, the identity creates a strong and lasting impression, connecting with people both emotionally and practically.
Company
maslov:agency
Designer
Maria Makaryan
Art-Director
Vlada Tsimbrikova
Release date
March 2024