Agency Re-Branding

Astralus Digital Agency is a European company that encourages corporations that are stuck in the past to catch up with the digital times and help them transition to the new era of apps.

Client

Astralus

Industry

Digital Media

Challenge

Not following their own advise, Astra's old-fashioned branding did not match the deep knowledge and expertise they provided for their clients. They didn't want to change their stock logo from years ago, but demanded an entirely new, fresh and modern branding that reflected what they preached.

Concept

Their beloved logo was a star, but felt completely arbitrary. The logo had to be intentional and purposeful. What does Astra do? It guides older establishments that are lost in the digital space, and help them transition to new mediums. And what does a North Star do? It helps those who follow it determine direction and brightly leads them toward a purposeful destination. This is how the "North Star" concept was born and became the anchoring idea for the entire branding.

Brand Voice

Stemming from the "North Star" concept, we established a clearer brand voice that focused on the newly established terminology in the brand language. Particularly one brand statement led our whole marketing and design. "We are Your North Star in the Digital Space". Clean, simple and effective, it tells the potential clients exactly what they do while give meaning to the logo.

Design

With the "North Star" came the color palette of the Northern Lights, with primary colors of deep purple and light green. We chose an extraordinary font that immediately reflects digital / space with a simple sans-serif for corporate balance. The overall design across all platforms, including social media and website, is modern, playful and always consistent with the new digital space concept.

Marketing Strategy

As always, our marketing strategy focused on the psychology of the target. Stuck in the dark ages, afraid of change, they are overwhelmed and shy about digitizing. So our brand message had to remind them that they had to take that digital leap for future success and that they were safe and secure with Astra, their North Star.

Space & Merchandise

Astra was also moving to their new headquarters and wanted their new space, stationary and merchandise to reflect the new branding. In accordance with their new branding, we established a design direction, from the coffee cups that says "Digitally Energized" to the building signs that show them the direction to "their digital future." It was important for us to create a corporate culture within and outside of the company.