Year
2024
tess
tess
Overview
TESS is an energy sector holding company, founded in 2004 in Siberia, Russia, providing services such as maintenance, energy management,
testing, reverse engineering, and electrical installations.
In recent years, the company has been internationalizing, consolidating
international partnerships, and undergoing digital transformation, investing
in innovation and digital efficiency, standing out in technical competitions.
Team
Antonino Barbaro [Creative Director] and Lucas Tadeu [Art Direction and Design]
Background
With its recent expansion into the Far East market in 2019,
and also envisioning expanding into the Western market, TESS felt the
need to change its brand strategy along with its visual identity.
The company sought to position itself as modern, innovative, and efficient,
while still maintaining a restrained posture, given the context
in which it was operating.
Challenge
The main challenge was the cultural disparity between both parties.
As a Brazilian, I had to understand with my colleague, Antonino, how
we could adjust the tone to mitigate communication noise.
Within this cultural issue, for example, it would be a weak point for the company,
if the brand used in its color usage system, relationships
that could refer to specific countries, due to the moment Russia was in.
Additionally, creating a unified system for logo creation for services
and for different company branches was a challenge. Trying to use colors
in a way that they were combined safely, typographic legibility
and systematization for replication were key points for the successful delivery.
My Role
In the project, I was responsible for all the design and art direction.
From the briefing, Antonino and I started to rethink, he, the internal – with tone of voice, values, and tagline –
and I, the brand's visual identity – based on their desires and wanted goals,
creating a new logo, maintaining specific characteristics of the previous one,
new font pairing, an expanded color palette, image usage system,
system for replicating specific logos, brand graphics and lockups, all in two versions: Russian and English.
sound
