Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
A few days ago we published an article about the very successful solution of the new visual identity of football club Juventus. Today we talk about a new visual identity of the Zagreb based agency Drap. What do Juventus and Drap have in common? Nothing whatsoever, besides the fact that they both play in their own respective world leagues.
Nevertheless, we talked with director of the agency Drap, Davor Runje, about the past year and plans for this one, as well as the strategic changes that come with the new visual identity.
Media Marketing: A change of visual identity is one of the most important strategic changes in any organization. Why have you chose to change your visual identity, and why now?
Davor Runje: Drap was established in 2008, at a time when we felt that social networks could be the next big thing. We reacted quickly, made a campaign with the Životinjsko Carstvo chocolates on Facebook for Kraš, and based on its success we built one of the most innovative digital agencies in the region. Social networks are now a mature platform and indispensable part of communication of any brand, and our campaigns speak for us, so the business is growing.
The desire to change the technological focus of the agency, and consequently our visual identity, came from within. Again, we have the feeling that technology has appeared that will change our lives. It’s the machine learning, or the deep learning by which we can make machines that not only will be able to autonomously drive cars, but also write poetry, compose and paint. Potential applications of this technology are spectacular and I believe it will dramatically transform our society. We have designed several projects for long-standing customers and hope that this year will be the most exciting for us so far.
Media Marketing: What is the new visual identity communicating?
Davor Runje: With this new identity we received a very expressive language for visual communication, and not just one-time message. The most important thing we want to communicate with this language is our specific culture. Whoever came by to our office was surprised with the extremely relaxed atmosphere, and yet they know how seriously we approach work and how much we pay attention to every detail. Perhaps the best example of the culture is our monthly prize draw in which we choose the biggest mistake made in the agency. Whoever wants to take part can register their mistakes during the month. At the end of the month, the entire agency votes for the worst, and the winner gets a day off. The popularity of this anti-selection demonstrates the level of mutual sincerity and the atmosphere of security, and in this atmosphere we generate brave innovative solutions for which we are known.
Media Marketing: Drap started out as a 100% digital agency. And today it is…?
Davor Runje: We are first and foremost a tech company. Our competitive advantage is based on the knowledge of new technologies and media, and proactively seeking ways to improve our clients’ business. Our great advantage is the long-term cooperation with clients that enables us to quickly identify the brands that would be suitable for some new technology. For example, when the craze for Pokemon took over Zagreb, in only a few days we’ve been able to devise, present and implement a campaign for HPB which achieved excellent results.
Media Marketing: Each of your previous years has been marked by something that left a trace in your brief, but very exciting history. What will you remember 2016 for – Pokemon or something else?
Davor Runje: We will remember the last year for the two big internal projects that have been successfully launched. One of them is our visual identity, and the other is the educational platform WeCliqued. As we are always trying to be pioneers in the application of technology, we don’t have the luxury of hiring already “finished” people, but we have to build and educate them. We often use different combinations of mentoring and online learning for internal purposes, and now, based on this experience, we have launched a platform open to the public where everyone can be a mentor at some online course. Last year, Hajdi Ćenan and Katarina Exlé held a course on digital transformation which was sold out in only two hours, and I started a course on machine learning. Soon will start the continuation of machine learning in Zagreb, where I will also be a mentor, but we are also expanding outside of Zagreb and launching an initial course on machine learning in Pula. The media usually don’t notice such projects in their infancy, but they have a large cumulative effect that increases over time.
Media Marketing: I assume that the new visual identity is a hint at ambitious plans for 2017. What are you planning?
Davor Runje: Our goal this year is to make at least one innovative project that will echo throughout the world.
New visual identity was created by the Mireldy design studio
After nine years of sailing the digital waters under the same banner, always playful Drap agency decided to play with its visual identity and to embark on new adventures. The main ‘culprit’ for Drap’s new clothes is the Mireldy design studio, led by Art Director Imelda Ramović.
Imelda Ramović and Mirel Hadžijusufović, art directors, designers and illustrators in the field of advertising, art and culture, music and fashion industry, create together since 2004, and since 2010 under the name Mireldy. During this period, independently and in several regional advertising agencies, they have collected an impressive number of projects and awards (Red Dot, New York Festivals, Cresta, Magdalena, Type Directors Club, ADCC …). They enjoy developing creative concepts, packaging, brands, or the challenges of new areas where they can express themselves creatively.
Art Director Imelda Ramović told us a couple of things about Drap’s new visual identity:
“Work on the visual identity of agency Drap started with the research survey on the perception of the clients within the communications industry. It continued with personal reflection on their values and preparation for an interview with the founder, managers and employees.
Following these basic steps in the work process, the dominant feeling could be described in two words: ‘Professionalism’ and ‘Playfulness’.
Drap is in many ways a pioneer of Croatian digital scene, one of the subjects that sets the trends. All employees strive for expanding their own limits. And they are very serious and professional at that. There is visible responsibility to work, but also to oneself. But, on the other hand, there is the ever-present sense of almost childlike playfulness that goes hand in hand with positive energy.
Hence probably the reason for the very diverse types of tasks that attract the Drap team. They always want to do some new things that they never had the opportunity to do. And they often smile. Therefore, the basic idea was to create a visual identity that will unite these traits of Drap that are complementary on one hand, and contrasting on the other.
Logo is a compact typographic solution. It frames the playful line forms that fill it. In this way, the above opposing personalities are merged into a compact, unified form. At the same time, the very form of the logo leaves room for modular interventions, based on which a system for the creation of the entire visual identity is built.
All materials are personalized, so that each team member has a personal visual identity.
Whether you are a unicorn, space director or panda, our visual identity can handle it ;)
As an essential part of branding, we would highlight the website where we have fully implemented the entire visual identity and thus crowned the complete branding. UX/UI of the website is credited to our permanent collaborator, designer Filip Gjurin.”
You can check out the website at: www.drap.agency
And the complete branding can be viewed at: www.behance.net/Mireldy