Impravo naming, logo and verbal concept
Impravo is a law company from St. Petersburg specializing in crisis management and bankruptcy.
Bankruptcy proceeding is an uncommon and confusing process that often requires experienced lawyers' assistance. The legal market of St. Petersburg is quite glutted, but most companies do not have a clear specialization. Unlike its competitors, Impravo has a specific profile focused on bankruptcy of legal entities and individuals.
We have set up the brand platform and positioning, developed the name and corporate identity system.
Bankruptcy proceeding is an uncommon and confusing process that often requires experienced lawyers' assistance. The legal market of St. Petersburg is quite glutted, but most companies do not have a clear specialization. Unlike its competitors, Impravo has a specific profile focused on bankruptcy of legal entities and individuals.
We have set up the brand platform and positioning, developed the name and corporate identity system.
The name of the company should be simple, clear and vivid. Without such clichés like Someone & Partners, Latin words or legal terms.
Bankruptcy seems like a disaster to an average person. But lawyers know that in a crisis situation, this procedure often becomes the only right way out: it allows to manage debts, put things in order and return to work after a while. This is the meaning we put in the name, combining the Russian word 'pravo' ('right') and the English 'improve' — become better yourself or make someone else better.
Bankruptcy seems like a disaster to an average person. But lawyers know that in a crisis situation, this procedure often becomes the only right way out: it allows to manage debts, put things in order and return to work after a while. This is the meaning we put in the name, combining the Russian word 'pravo' ('right') and the English 'improve' — become better yourself or make someone else better.
In the 'partner by right' interlinear we not only point out the area of the brand's activities (law and legal aspects of business), but also emphasize that partner status is well-deserved; it is done with the help of the set phrase 'by right'.
The basis of the logo and style is the 'getting out of the labyrinth' metaphor. Impravo is a beacon that will give a bright lantern to the 'lost one' and show the right way out of the crisis.
The Impravo brand style is consciously built on the simplest and most discreet elements. Laconism here becomes an indicator of professionalism and status.
There are only two key colors in the palette: deep green and pastel bronze. However, these are quiet and complex shades. The layout of the media is simple but it is always printed on thick designer paper, nice to the touch.
There are only two key colors in the palette: deep green and pastel bronze. However, these are quiet and complex shades. The layout of the media is simple but it is always printed on thick designer paper, nice to the touch.
The Impravo photo style combines black and white pictures tinted with brand colors. Architectural details, e.g. staircases, become another metaphor for climbing up and recovering from the crisis.
Even the deepest crisis is not yet a disaster. Every situation has a solution. The main thing is to remain calm, act clearly, confidently, and professionally. This is how Impravo considers bankruptcy, and the same idea is embedded in the whole image of the brand: concise, measured, conspicuously professional.
