Lan is a Russian developer of IT solutions for education, a digital division of the eponymous St. Petersburg publishing house. The company’s flagship product is its own electronic library system, which provides educational institutions with access to educational literature and journals.
Our task was to develop the positioning and identity of the Electronic Library System and craft communication tools for reaching the target audience, which ranges from publishers and school boards to students, as well
as to change the perception of an electronic library system as an obsolete tool and get users interested
in its convenience and technological superiority.
Positioning
We started the process by researching the target audience. We decided to focus on the end users of the service, students, since their loyalty affects what type of electronic library universities will choose.
We defined the positioning criteria: brevity, clarity, commitment to development, and user-friendliness.
We formulated the positioning as follows.
First, we gave more detail on the company’s advantages, values, and goals. Then, we established the brand character and compiled a road map of ideas in support of the positioning, from refinement of the service’s functionality to its content.
Visual identification concept
Our task was to develop a corporate identity that evokes an emotional response in students but also comes across seriously enough to be marketed to publishers and school boards.
We maintained continuity with the previous version of the logo, but made the doe (lan in russian) image more fluid and framed it with a shield.
We employed a typographic raster effect, referencing book printing, as the identity-building technique, transposing it into a digital environment.
The brand speaks to students in their own language, openly and directly, not shying away from humor
and emotion. This means communication is based on illustrations, photographs, and copy.
The illustrations show everyday interactions with the service.
and emotion. This means communication is based on illustrations, photographs, and copy.
The illustrations show everyday interactions with the service.
Alexandra Yukhina — Producer
Pavel Konyukov — Art Director
Alexey Salmin — Designer
Pavel Konyukov — Art Director
Alexey Salmin — Designer
Maria Davydova — Ilustrator
Ekaterina Burtseva — Motion
Ekaterina Burtseva — Motion
