Megarender — cloud render farm Plenum
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Brand Identity
Task
Megarender is a cloud render farm which is among the top 3 render farms on the Russian market. The client commissioned us to renew the brand as they wanted to score even higher on the international market.
Ideas and solutions
The logo was composed of 3 arrows caught in the forward movement. They symbolized interaction, fast exchange of data and renders between the farm and the user. Digital violet colour was chosen during competitor analysis: none of the render farms weren’t using it at the time. This positioning helped us come up with an idea of the visual style: fast cut as a reference to speed. Each layout was a set of cuts that came up so quickly they pushed each other and folded up into the endlessly diminishing storyboard. The grid of this storyboard layout was built by dividing each of them into two parts. As a result each vertical segment was two times narrower than the previous one. This made all the layouts more dynamic. Dynamic fast cut was balanced by large and bold typography that gave stability and perspective to the layouts. The typography referenced the important element of the brand positioning: stable process and guaranteed result. We also suggested utilizing users’ renders as the brand’s photostyle (after getting their permission, of course). The brand mostly lived in the digital domain, so all banners, social media content and else should be animated. The grid allowed to easily scale visual content for any channel while the idea of movement supported the use of video and animation.
