Case Study: Dual-Format Brand Identity & Collateral Design for “OsmiPeti”
Project Overview:
A complete corporate design package for "OsmiPeti," a Croatia-based event management startup. The project required a modern, bold identity featuring both a written wordmark and a standalone icon, along with a suite of physical branding materials to establish the company's presence from day one.
Role
Brand & Digital Lead
Timeline:
35 Days (5 Days Discovery / 20 Days Development / 10 Days Delivery)
Tools:
Adobe Cloud (Illustrator).
1. The Challenge & Context
01
A Croatia-based event management startup approached me to build their visual identity from the ground up. They needed a brand that communicated professionalism, energy, and reliability—essential qualities for winning clients in the competitive events industry.The brief was specific:
- A functional, modern logo available in both written (wordmark) and icon-based (symbol) formats to maximize versatility.
- Bold typography for headers to create a strong visual impact.
- A selection of physical branding materials to support their launch, including business cards, T-shirts, paper bags, and a company sign.
The client was a lean startup operating in Croatia, meaning the solution needed to be practical, easy to implement, and immediately usable by their local team.
2. My Role & Responsibilities
02
As the Brand & Digital Lead, I led the entire branding journey from concept to delivery:
1. Brand Ideation: Developed four distinct logo concepts and guided the client through the selection process.
2.Logo Design & Refinement: Created both horizontal (wordmark) and vertical (icon-only) versions of the chosen logo.
3. Typography Selection: Sourced and applied bold display typography to reinforce the brand's confident personality.
4. Collateral Design: Designed mockups and production-ready files for business cards, T-shirts, paper bags, and a company sign.
5. Documentation: Wrote a comprehensive brand manual in Croatian to ensure long-term internal usability.
3. The Process
03
Phase 1: Discovery & Ideation (5 Days)
The project began with a rapid discovery phase to understand the startup's positioning, target audience, and practical needs within the Croatian event management sector.
Concept Exploration: I developed and presented four distinct logo concepts, exploring different visual metaphors for event management (movement, coordination, celebration).
1st Revision logo sketches
Immediate Alignment: The stakeholder instantly favored the first concept. Recognizing the decisive feedback, we locked in the direction immediately and confirmed a black-and-white color scheme—a strategic choice that ensured timelessness, high contrast for signage, and cost-effective printing across various materials.
Scope Finalization: At this stage, we agreed on the final package, which included the dual-format logo, bold header typography, business cards, T-shirts, paper bags, and a company sign.
Phase 2: Development & Refinement (20 Days)
With the concept approved, I moved into the detailed execution phase.
Dual-Format Logo Refinement: I refined the chosen concept into two distinct versions to ensure maximum flexibility:
-Horizontal (Written): A full wordmark for formal documents, website headers, and standard business applications.
-Vertical (Icon-Based): A standalone graphic symbol stripped of text. This format was designed for social media avatars, T-shirt front prints, and small-scale applications where readability at a distance was critical.
Typography: Selected and applied bold display typography for headers to match the confident, energetic tone of a startup.
Print & Merchandise Mockups: I designed a custom brandy bottle label, ensuring the bronze logo popped against the bottle's color. Additionally, I created the first "Staff Wanted" social media post to help them kickstart their recruitment immediately.
Phase 3: Delivery & Handover (10 Days)
With the concept approved, I moved into the detailed execution phase.
Comprehensive Logo Package: I compiled a complete set of files, including:
Digital (RGB): For web, social media, and digital presentations.
Print-Ready (CMYK): For high-quality offset and digital printing.
Vector Formats (SVG/AI/EPS): For large-format applications like the company sign and any future scaling needs.
Croatian Brand Manual: Recognizing the client is based in Croatia, I wrote the entire brand manual in Croatian. This empowered the local team to share the guidelines with any local printer or designer without language barriers, ensuring the brand would remain consistent even as they grew.
