This is book of rules in branding, digital, design and advertising that we choose to use with several projects and case studies examples presented.

1. _7 MINUTES READ
THE BOOK
OF RULES
WE CHOOSE
TO USE

2. _RULE #1

3. B/C WHAT YOU GIVE IS WHAT YOU GET.
WE TRUST IN COOPERATION BEFORE SERVICING.

4. _RULE #2

5. STRATEGIC PLANNING
BASED ON IN-DEPTH ANALYSIS
& ACTIONABLE INSIGHTS
ORIGINAL CREATIVE CONCEPTS
& MEANINGFUL DESIGN EXECUTIONS
ADVANCED DIGITAL DEVELOPMENT
& USER EXPERIENCE SOLUTIONS
leads to -
that lead to -

6. _PROJECT
SERVICES:
Brand & Communication Strategy,
Brand Architecture, Visual Identity,
Naming, Web Design & Development
DREAMHOUSE
Brand (re)positioning
OF a COMPANY DEDICATED
TO THE ART OF RESIDENTIAL
& COMMERCIAL INTERIOR DESIGN
THROUGH 3 COMPLEMENTARY
INTERIOR DESIGN SERVICES.
ART YOUR HOME. ART YOUR LIFE.

7. master brand
sub brands
branding devices
Brand Architecture:
ART YOUR HOME. ART YOUR LIFE.
design & art gallerist

8. _STATIONERY DESIGN FOR DH Textile & Wallpaper Agency

9. While online presentations of both local
and global competitors primarily appear as
BUSINESSES of enhancing PHYSICAL SPACES
(detached & depersonalized), DH is all about the
ART OF (RE)CREATING PERSONAL PLACES.
We are bringing back the humans, emotion and
details into this ultimate game of personalization
and artistic pursuits.

10. _DH SHOP & BLOG DESIGN
A SIMPLE,
CLEAR & AIRY PLACE
where each peace of art
talks for itself.

11. _RULE #3

12. WE NOURISH A HYBRID APPROACH OF DIGITAL AND BRAND,
NEITHER ONE PRIORITIZED OVER THE OTHER.

13. HOTEL
PALAZZO RADOMIRI
_PROJECT
Brand (re)positioning
FROM a SMALL HISTORICAL HOTEL,
a 18th century baroque place in Kotor,
INTO a SMALL HERITAGE BOUTIQUE
HOTEL AND SEA RETREAT.
SERVICES:
Brand Strategy & Architecture,
Visual Identity, Web Design & Development

14. _THE PREVIOUS VISUAL IDENTITY AND WEBSITE
FROM AN OBSOLETE, VAGUE AND
OVERWHELMINGLY BAROQUENESS
visual system and style

15. _THE NEW VISUAL IDENTITY & WEBSITE
TO THE NEW,
SEA-INSPIRED VIS CONCEPT & WEB,
that emphasize two main brand attributes:
the classy feel of an old captain’s maison & vibrant
atmosphere of a sea retreat.

16. Before After

17. _PROJECT
LOGATE
Brand repositioning & total redesign project for a software
company that has grown out of a small geek’s crew into a
regional player in high-end enterprise software solutions and
services, but forgot to upgrade its identity along the way.
SERVICES: Brand Strategy, Visual Identity, Web Design,
Collateral, Copywriting
software
empowerment
company

18. before after

22. before after

24. _RULE #4

25. IF IT FEELS LIKE ADVERTISING, WE ARE DOING IT WRONG.

26. _PROJECT
Packaging concept for a limited edition
of wines, created to fully vivify the brand,
icon and the story line.
SERVICES:
Brand Development, Packaging Concept,
Label Design
MACKOV PODRUM
Tomcat’s Wine Cellar

27. As the brand name evokes associations
of careful protection, mysteryand secrecy,
Tomcat becomes an omnipresent guardian
of these special wine series.

28. His fluorescent eyes are there
to remind you that these two
limited edition wines are
carefully watched over.
While labels only deviously
emulate the shape of a black and
white cat in daylight, Tomcat
fully reveals himself in a dim,
cellar lighting.

30. _RULE #5

31. _PROJECT
The ground work for a new luxury skincare brand that
grasps only the pure, simple power of traditionally used
botanicals from Dalmatian climate.
SERVICES: Strategic mediation, Packaging Design, Web
Design and Development

32. Wisdom of the primitive, experience of the pure, bottled.

35. ART
DIRECTION
IS NICE.
IS BETTER.
NICE DESIGN IS NOT ENOUGH.
BRAND EXCELLENCE IS A VIRTUE.

36. _PROJECT
DELAMARIS
Logo & packaging redesign pitch proposals for
a famous Slovenian fish food producer, search-
ing for the ways to step out of the past in a
fresh and bold manner.
SERVICES: Brand Strategy, Visual Identity,
Packaging design

37. before after

45. _RULE #6

46. LOGO
IS
DEAD
LONG
LIVE
THE
BRAND
MARK.
AS BRAND IS UNDISTINGUISHABLE
FROM ITS PRODUCT DESIGN,
LOGO SHOULD BE UNDISTINGUISHABLE
FROM ITS BRAND PROMISE.
BRANDING IS NOT ONLY ABOUT
VISUAL SIGNALING,
IT’S ABOUT INTERACTIVE AND
HOLISTIC STORYTELLING.

47. _PROJECT
RAJ (Paradise) WINERY
Launching of a newly established, family owned
winery in a famous wine region of Rajac, Eastern Serbia.
The key challenge: packaging as the only
communication channel of the brand.
SERVICES:
Brand Strategy & Architecture,
Visual Identity, Web Design & Development

48. The creative take on was to develop
the entire visual identity system and
packaging in a way that reveals an
earthy, rustic persona of the brand,
and emphasize the nature of carefully
crafted wines and their finest terroirs.
We've wrapped up the goodness of
the earth, wind and sun into a homey
welcome to this earthly paradise.

49. making a clear
distinction between
different product ranges.
Portfolio Architecture:

50. _RULE #7

51. NOT
ONLY
BRAND
ENHANCERS.
WHETHER YOUR ARE RUNNING A HUGE MARKETING DEPARTMENT OR JUST
STARTING-UP, WHETHER YOUR PROBLEM IS STRATEGIC OR CREATIVE IN ITS
NATURE, THERE’S NO CHALLENGE BIG ENOUGH TO INTIMIDATE US.
THE MORE CHALLENGING THE BETTER.
BRAND
CREATORS.

52. _PROJECT
Brand Creation & Positioning that invites clients
to think before they travel in order to get a real
traveling experience for the real price.
SERVICES:
Brand & Communication Strategy, Naming,
Visual Identity, Web Design & Development,
UX, CMS, SEO, Digital & Social Media Strategy
BRAND NEW
TOURIST AGENCY

53. CATEGORY INSIGHT
BLOWING SMOKE - ”PRODAJA MAGLE”
LOTS OF “UNBELIEVABLY” GOOD OFFERS & THE LOWEST POSSIBLE PRICES,
“ONLY FOR… ” & “ALREADY FROM…” Profit-centric, not client-centric.
CUSTOMER INSIGHT
LOST “LIKE GEESE IN THE FOG”
Faced with a bunch of non-transparent and overpromising offers, travelers don’t
know who to trust. THEIR CHOICE IS FORCED, RATHER THAN INFORMED.
THE BRAND POSITIONING
REAL ADVICE. REAL EXPERIENCE. REAL TRAVEL.
Small agency with a big attitude and strong resources to claim that ONLY TRANSPARENT
AND REALISTIC OFFER IS WORTHY OF CLIENT’S ATTENTION, TIME AND MONEY.
BRIEF RECAP:

54. REBELMotto: RULES ARE MADE TO BE BROKEN
Goal: TO OVERTURN WHAT ISN'T WORKING
Strategy: DISRUPT
THE BRAND ARCHETYPE

55. BRAND NAME & LOGOTYPE
COMMUNICATION CONCEPT & BRAND TAGLINE

57. _RULE #8

58. WHO DARES, WINS.

59. _PROJECT
is a Scandinavian catalogue and online fashion label
operating in 6 European markets and offering apparel
for the entire family.
Our key objective has been improvement of BON’A PARTE user
experience through responsive design & digital development.
SERVICES:
Web Design, UX, Responsive Design, Newsletter, Online Promo
BON’A PARTE

60. The responsive newsletter format that we have
created and developed for BON’A PARTE was
one of the pioneering innovations in digital
marketing at the time.
In fact, we did it even before their biggest global
competitors tried it out.
The project highlights:
Significantly improved online performance with
39% increase in click rates across the six markets
between 2012 and 2013, and expected growth
of 79% in user involvement in 2014.
Most importantly, one happy client.

61. _RULE #9

62. WE GO ALL IN. INSIDE AND OUTSIDE THE BRIEF.
FOR A NEW CLIENT OR THE EXISTING ONE. IN EVERY PROJECT PHASE.
FOR GOOD AND ALL.

63. _PROJECT
TELENOR
PLAY+
Digital campaign proposal for the only tariff plan on the market
that encompasses and brings an important content to its users,
but had NO AWARENESS.
SERVICES: Communication / Content Strategy, Design,
Copywriting

64. #YouHaveToKnowThis
#NoKidding
We thought what would be the content
that this NEW INFORMATION AGE(ENTS)
would hail to? How to secure talk value and
build interest and demand?

65. #YouHaveToKnowThis
#NoKidding
We thought what would be the content
that this NEW INFORMATION AGE(ENTS)
would hail to? How to secure talk value and
build interest and demand?

66. #YouHaveToHearThis
#YouHaveToHearThis
#YouHaveToReadThis
#YouHaveToSeeThis

69. _LET’S GET IN TOUCH
APRIL studio
Molerova 68, 11000 Belgrade, Serbia
www.aprilstudio.rs
contact@aprilstudio.rs