АвторыКреативный директор: Александр Загорский
Копирайтер: Екатерина Лаврова
Видео-дизайн: Никита Иванов
Описание проектаПожалуйста, посмотрите видео:
The new identity of Association of Communication Agencies of Russia (ACAR) appeared through an eye-tracking experiment. We measured how people look at existing ACAR materials — and used these real eye traces to design new identity.
Though ACAR’s new corporate style doesn’t forget about continuity, but still can be perceived as unexplicable by the association’s target audiences.
To create a complimentary gift pack announcing and explaining the association rebranding to its members and partners.
We conducted the eye-tracking experiment with Coca-Cola can, Heineken bottle, Pringles pack and other iconic brands packaging. Then we hid the famous designs behind a white canvas, only letting the most important fragments shine through the customers’ eye-traces.