ASR corp.
The construction company "AtomStroyRezerv" is engaged in the construction of industrial and commercial buildings, landscaping and reconstruction.
[1] reborn
The case of Atomstroyrezerv is one of the most interesting in our practice. The uniqueness of the request was that the customer already had a well-deserved high reputation, a registered trademark and a palette by which it was identified by customers and partners. We had to use the already established brand recognition and status when designing the identity, so as not to risk recognizability. At the same time, we were challenged to develop a design that would tell the story in a new way and more clearly convey the company’s values of stability, reliability and innovation.
What did we have at the start? A large, developing company Atomstroyrezerv, which is engaged in the construction of residential complexes, industrial and commercial buildings, improvement of city parks, municipal facilities and infrastructure. A serious client demanded a thorough approach. It was not enough to make a pretty picture, we set a goal to revive the fundamental image and translate it into all the visual brand attributes. We worked closely with the client for several years. First, to seamlessly transform the identity. Secondly, to work out all the nuances of the company’s image in detail.
experience
The first stage of work with Atomstroyrezerv we called Reborn – rebirth. To expand the image, we complemented the existing palette with variations of bright colors. They spectacularly strengthened the red, white and black logo, which initially was typically deliberately serious, as is customary in this field of business. As a result, the brand gained flexibility, began to convey an openness to change, a desire for new triumphs and trends.
The next step was to create a corporate magazine, which replaced the standard booklet. We worked out the structural elements in detail, repeated compositions, expanded the corporate color palette even more to create a more vivid memorable image. We paid special attention to the content – we introduced the audience to the history of the brand and its team. The basis is the personalities and values of the employees, realized objects and partnership projects.
Atomstroyrezerv project is a big experiment to change the image of the company, to make it more vivid and understandable for perception. After this difficult stage of work we moved on to the next one, the purpose of which is to strengthen the created effect and to convey brand values and goals even more vividly.
[2] play
Play is the second part of the work on the new Atomstroyrezerv identity. We continued to improve the perception of the company’s image, reinforcing the element of play. In order to get employees and partners even closer to the brand values, at this stage we focused on the development of corporate calendars.
In the 2022 calendar, we delved deeper into the theme of gaming and fan. The new ASR Play quarterly calendar with its handy three-block structure, cursors and an additional limited edition calendar with photos of the company’s female representatives conveyed the brand image even more vividly. To this end, we emphasized sports, because the constant movement embodies the values and positioning of the company. This idea became the starting point in the development of scenarios for the photo session.
In the design of each of the 12 months we reflected the activities of the company and used the appropriate cover icon and palette.
To enhance the concept, we developed a competition theme, as well as individual icons for each month that resemble sports apps. We assigned a color to all the seasons: blue for winter, green for spring, pink for summer, and gray for fall. An additional point is that the palette is subconsciously associated with the coding of the famous Apple Fitness app.
In order to visually demonstrate the time traveled, we made a strip divided into 12 differently colored parts based on the time of year. In this way we created the effect of movement and the possibility to determine the current position.
We have developed functional and stylish calendars that are used by Atomstroyrezerv employees, as well as the company’s partners and clients.
Back at the very beginning, we were developing ASR Corp. – corporate calendar, which is made in strict accordance with the style of the logo and the magazine. And even then we started to introduce the element of Fun and Play, carefully adding illustrations
[3] flow
ASR: Flow is the third and final stage of Atomstroyrezerv’s comprehensive transformation. We continued to work on brand scaling and engaged in the design of construction projects as well as portfolio development.
After a detailed study of the company’s internal image, we moved on to branding in the external environment. To increase brand recognition and demonstrate a serious approach to business, we transferred the key values to the design of construction projects.
movement
The new portfolio has also become an effective tool in brand communication, reflecting the company’s history and constant progress. The company has serious experience in already completed construction projects and projects in various stages of development. In order to show the latest achievements and convey the scale, we have combined the results of more than 10 years of work.
For each project we developed a special style. We used an original solution: we marked incomplete objects with black and white photos, while the already completed objects were shown in color. In addition, we made a non-standard move: we indicated the area of the objects as an indicator of the result instead of the usual serial display.
The portfolio looks like a dynamic constructor of layouts that make up an unchanging and recognizable form. Here we moved away from the game concept, as in other brand media, but retained minimalism and free space to focus on the meanings. This was required by understanding the difference between the target audience – the company’s partners and customers.
As a result of extensive work with the Atomstroyrezerv brand, we have succeeded in transforming it. The visual images and palette have become more diverse, the forms are no longer monotonous, but they resonate harmoniously with each other and are built into a recognizable image. The brand now holistically reflects the needs of partners, employees and customers. In addition, the company has received many opportunities for further development and interaction with the audience.
