Softline Computers offers individual computer, server, and data storage system assembly services. It is part of the international and fast-growing IT company Softline, which has been operating for the past 28 years in around 58 countries and 95 cities globally.
We were tasked with updating the brand platform and company style to match their new positioning.
Concept for visual identity
We worked with the client to identify references and determine the design concept: the convergence of technological brutalism and emotional minimalism.
We were inspired by images that directly related to the theme — namely, metallic elements: mainframes, microchips, and assembly components. We were also drawn to the precision and consistency of engineering solutions.
We decided to use a grid as our base image, reminiscent of the layout of a microchip.
We then developed a corporate image identifier based on the grid concept. From one block of the trademark, we built patterns, numbers, and containers for content.
For the rebranding, we developed a memorable and dynamic generative pattern based on the grid, which added a layer of emotion to the corporate style for clients who represent the B2C sector.
The pattern can be scaled and altered according to media type, and can be used for both abstract graphics and specific themes. When used for business purposes, the media can appear relaxed and low-key. However, it can also be made rich and vibrant for the gaming sector.
Website
The grid serves as the groundwork of the site concept and divides the page into two parts. The left side features a fixed block with a navigation tool that stretches across the screen. This section maintains the same pattern as the company style. The right side is dynamic and displays the user’s whereabouts in the relevant section.
Results
We developed a corporate style that appropriately reflected the company’s ambitions and the trends driving today’s market. Softline Computers is a highly recognized brand that is integrated into its parent company, Softline.
Project Participants
Yulia Kulikova — Producer
Pavel Konyukov — Art Director
Asha Sahakyan — Web Art Director
Nika Toroptsova, Andrei Dorokhov — Designers
Denis Sychev — Web-designers
Olga Yakushenko — Strategist
Alexandra Yukhina — Account Manager
Davud Safarov, Marina Morina, Ekaterina Burtseva, Maxim Kravtsov, Irina Bakumenko — PR & Case Design
