Parametr商业地产品牌创建丨未明确提及设计公司名称

Parametr — a new standard for commercial real estate

In 2022, the development company PIK approached us with the task of creating a brand for a new direction — commercial real estate. They required a modern, technologically advanced image with an emphasis on architecture, modularity, and an industrial approach. One of the key areas was the launch of a new format of industrial parks for small and medium-sized businesses.

As part of the project, we conducted preliminary research, developed a brand platform, naming, slogan, corporate identity, and design for construction fencing, a brand book, and a communication platform.

The name of the new brand, Parametr, reflects the meanings embedded in the brand: Parametr is about people, precision, efficient use of space, and a place that becomes a platform uniting businesses and investors.

The brand platform is based on the insight: "In a situation of constant uncertainty, business is looking for 'new efficiency', where the formula for new efficiency is financial performance + sustainability, scalability, and business adaptability. This gave rise to the slogan – "The basis of new efficiency."

A laconic style with a deep and noble color scheme was chosen for Parametr's identity and corporate style. The logo's design refers to industrial design, and the original spelling of the letter R, reminiscent of the mathematical symbol for square root, gives the logo its dynamism and authenticity. We also developed stylish and concise merchandise in the spirit of the brand's identity.

For Parametr's identity and corporate style, we chose a concise style with a deep and noble color palette. The logo's design refers to industrial design, and the original spelling of the letter R, reminiscent of the mathematical symbol for square root, gives the logo its dynamism and authenticity. We also developed stylish and concise merchandise in the spirit of the brand's identity.

"The most difficult thing was to combine a sense of reliability and stability with the dynamics and flexibility of the business. But we managed to create such a brand — a reliable partner company. Even at the logo level, you can see confidence, thoughtfulness, modularity, and scalability," notes Anton Volovsky, creative director on this project.

After the brand launch, the team actively used all the developments within the project, and the brand took a leading position in the commercial real estate market.

In-house:Management: Uliana Korotkova, Ivan Kozhin

Design: Yuri Narvin, Ignat Avdeev, Anton Volovskyi

©​​​​​​ ​2023