Vysota
Art direction on a full brand reset, giving a legacy company a new modern identity.
Role
Branding Art Director
Duration
2 months
Year
2022
Brief: The Gap
Vysota is a construction company with 20 years in the industry and a portfolio of impressive modern projects. But the brand hadn't changed and looked like a dated, generic company frozen in its early years.
After the founder's son stepped into leadership and modernized how the company operated internally, the visual identity needed to reflect that change and the exceptional quality of their projects that spoke for themselves.
An almost non-existing branding was the thing working against the company. Anyone judging Vysota by its visual identity alone would assume a smaller, old-fashioned operation, not a company producing some of the more ambitious builds in the city. The gap between reputation and perception was the entire brief.
Exploration
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Feels like Vysota's project: take your time and explore the details
Explored directions
Visual Identity
In the logo and visual identity, I moved away from trend-driven solutions, toward something closer to contemporary interior design and natural materials.
The final concept combined earth tones, matching the palette of premium natural materials, like stone and wood, with a bolder, still-natural accent color. Working around the color wheel from that beige/yellow/brown base, the accent could go analogous (green) or complementary (blue). From there, I landed on a variable font to give the identity a distinct personality without stacking too many visual techniques. I used two typefaces: a variable font carrying the brand's character, paired with a steady, functional face for everything else.
Drafts of the final concept.
I presented the concept directly to the client — walking through the reasoning behind the concept, not just the visuals. I shared the exploration and version that we thought could work, but would look too straight forward. The formula "Engineering precision x Contemporary design grounded in building standards x A distinct personality" was accepted immediately. I presented two versions of the concepts for owner to pick from. The response was quick: we love it in blue. I was prepared to explore more options, but there was no back-and-forth of revisions to push through; the direction landed the first time.
Versions of the concept.
Final Assets
Outcome
Vysota walked away with a full visual identity and set of guidelines built to carry the brand forward: logo, typography, colours and a system flexible enough to apply across print and digital as the company continues to modernize under new leadership.
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