Category A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant BRANLAB Moscow, RUSSIA
Idea Creation BRANLAB Moscow, RUSSIA
Production IT IS EASY Washington, USA
Name Company Position
Elena Savina BrandLab Account Director
Alexander Eremenko BrandLab CEO
Svetlana Zhuravel BrandLab Art Director
Valentine Grunichev BrandLab Graphic Designer

The Campaign

The idea of brand identity is a modular kit — the company provides you with the range of household services out of which you can assemble your own set. The inspiration came from Lego bricks play. Since the client claims their service to be cheerful and easy, we built up dynamic brand identity based on simple forms and vivid colors.

Creative Execution

The company started with 4 services and now planning to develop further. On the basis of It Is easy brand name we have created the simple graphic form – made of bricks and circles. By playing with this constructor we built up 4 different logos for 4 services - moving, cleaning, painting and cooking. Such a playful brand identity allows to embody it into different objects associated with the specific service – that's how we got a cardboard box, a packing tape and a string roll instead of the logo on the moving truck board. To make the brand more expressive we have developed a special pattern with iridescent colors.

Indication of how successful the outcome was in the market

Against the background of other local moving players the It Is Easy Corporation stands out three steps ahead. A bright design that immediately catches people’s eyes became a good trigger to choose this company by the local residents. For less than a year a family startup grown up from zero became a noticeable player on the local market and continues to develop. The light playful and unusual design became an important shift for the right perception of the services, made it more transparent, consumer-friendly and stress-free. After the launch of the new brand identity, the company’s sales increased by 30%!

The main target audience of It Is Easy service are represented by the households of Washington disctrict. Our new brand should be embodied in all the touchpoints of the services: business card, letterhead, corporate transport, moving boxes, uniform - even in brand pack tape, OOH and print communications. The company claims to position as a local and family player but at the same time it provides the services on the highest level. A new dynamic brand identity should make the company stand out in front of poorly looking competitors and help it to transform the perception of the whole moving business.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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