Ivanychi: complex solutions made easy

The business-to-business market often does not require full-fledged branding from its players; sales are based on personal communication and a narrow awareness of the company among those interested. But the market is changing: the decision to cooperate is increasingly influenced by the presence of a strong brand that confirms the company's professional competencies and emphasises its adherence to CSR standards and the emotional values on which its work is based.

The time had come for Ivanychi not to change, but to consolidate its existing unique advantages into an effective B2B brand.

To promote the company effectively in the B2B engineering market, the agency needed to audit the company, the market and the competitive field, and to develop a brand platform and a system of verbal and visual identity. In addition, the developed solutions were adapted for the company's corporate presentation and website.

Ivanychi has many years of experience in the market and its own plant producing climate control equipment. Yet its story began with an ordinary repair crew of three "Ivanychi" sharing the same patronymic — and that is how the name was born. 23 years after its foundation, the company has retained a unique, almost family-like approach to every project: climate solutions for huge offices are developed taking into account the individual characteristics of each site, with the personal expertise of every master craftsman, and with a search for innovative solutions that make life easier for the client as well as for the visitors or employees working on the site.

Empathy is one of the company's most important competencies, and it has guided its activities for a long time. In the competitive field, Ivanychi stands out favourably: competitors build their communications mainly on professional competencies, while interaction with the customer is often pushed into the background: customer focus is poorly developed as a component of the brand, rather than as a tool for local personal sales.

Moreover, the name Ivanychi, despite giving no indication of the type of activity, becomes a kind of mark of quality. It is a non-trivial solution in a market made up of many companies with identical or similar names. It gives the brand a personal character and brings it to life in the minds of the target audiences.

Thus, it was found that for the target audiences, despite belonging to the B2B market, some of the key motives for approaching the company are its established brand image and emotional competencies, the so-called soft skills: a readiness to adapt to the task, to be flexible, an empathetic attitude to the work — "if a craftsman is as inspired by his work as I am by mine, he will certainly do it well".

The key strategic decision was to focus on the company's existing corporate culture — that is, the combination of the precise settings of innovative engineering and a creative, empathetic approach to work.

Ivanychi is a team of masters of their craft that turns buildings into discoveries for visitors and clients. Every project is a creative innovation, worked through by professionals from different departments.

The essence of the Ivanychi brand is a cluster of masters. The dichotomy of this expression reflects the company's key competencies: the ability to work with innovation and a handcrafted approach. The Ivanychi masters are attentive and inspired by their work, and therefore create systems that interact easily with the user and become a source of pride for both the client and the company.

The brand metaphor is a watchmaker's workshop — a family business that has grown into a major player over the years, yet retained its spirit. Engineering systems are like watches: a combination of the tiniest details of a mechanism that turns into an effective, user-friendly product. These systems are also created individually and live their lives together with the owner, becoming a treasured possession in the same way as "eternal" watches passed down through generations.

Moreover, the products of Ivanychi live for many years also because they are constantly updated and enhanced thanks to the masters' readiness to improve their work.

To develop a comprehensive project, the smallest details must be taken into account. Ivanychi is not only an empathetic but an almost scientific approach that has been shaped over many years.

Experience and professionalism have made it possible to create a crystal-clear and smart structure of interaction within the company, which has made it possible to create complex projects. This structure, which orders a multitude of elements and vectors, strikes sparks of ideas at their intersection.

This is how complex systems that are easy to manage are born.

At the heart of the identity system — both verbal and visual — lies the contrast between the simplicity of interacting with the products and the complexity, the comprehensiveness, of the result.

The descriptor "Mastery of innovation" is a combination of two opposite poles — technological sophistication and many years of mastery in the craft. In this way we emphasise both the handcrafted flexibility embodied in every project and the company's commitment to the world of high technology.

The brandline "We create complex solutions that are easy to manage" places greater emphasis on the customer, yet underlines the company's expertise in developing engineering systems.

The logo idea is based on the form of the capital letter "И" — restrained, executed in a fresh and clean manner in line with cutting-edge design trends. This focuses attention on the company's innovativeness and the clear structure of its activities. The corporate pattern contains elements reminiscent of parts of the logo and represents a stream of wind. This image is driven by the company's readiness for change and continuous development.

The logo also hints at a fan blade, which, together with the pattern, builds up the image of the brand as a consistent creator of engineering value.

The green and blue colours of the corporate identity refer, firstly, to the competencies of Ivanychi in green construction and, secondly, to the approach of thoughtful management and cost optimisation that they implement both within the company and in their clients' projects. The muted natural shades also draw attention to the handcrafted nature of the solutions delivered.