Alteco.
Investment School
Brand concept
corporate identity
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They have decided to be conscious about their finances, to take care of the future, to change the traditional paradigm of ‘from salary to salary’, to create passive income. They are interested in the topic of investments and want to learn how, by changing their attitude to money and expenses, they can fundamentally change their future. You can read about the creation of the school, personal stories, and the product itself in the VK group, on the Youtube channel, and on Instagram.
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Before the redesign
Post design
and video covers,
photos, colours,
fonts, layouts
1. Rough geometry
2. aggressive font effects and colours (rich blue, bright yellow)
3. Straightforward, superficial photographic style, poses, gestures and emotions
4. overall impression: there are a million of them, ‘money fast’, chaotic, no overall visual style and character of the brand as a whole. The eye clings to everything and nothing at the same time - a ‘street in Tokyo’ effect: lots of screaming headlines that flow into a single overall visual noise.
5. Dissonance between texture, aesthetics of characters and design elements.
1. the images in which the characters are most organic - light minimalist retro style. Alexander looks like a Gucci model in a turtleneck and jacket. Ksenia blossoms in light soft clothes, with smoothly styled hair or soft waves. Bright colours suit her (not in accessories, but in full-fledged things: coat, dress).
2. Take humour, spontaneity, lightness.
3. We emphasise the relationship between the guys: warm, trusting, respectful.
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concept
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The general character of the characters' interaction and the main plot are “expert and student”.
Alexander tells how to do things correctly, leads the way, gives expert answers to questions; Ksenia listens, learns, follows her husband, makes small and sometimes ridiculous mistakes, asks questions. All communication between the characters and the brand's communication with clients will be built on this plot. Alexander speaks, Xenia listens attentively. There are always fascinating dialogues, substantive discussions or even polemics between the characters, they are interested in each other, they are colleagues and best friends, yet completely different.
They are a couple of people in whose company it is always comfortable and interesting to just be around, to listen to what they talk about, what they argue about.
They both have a wealth of life experience and can talk long and passionately about the intricacies of investments and the secrets of finance.
After dinner with such friends, you always go home filled. They know how to infect you with an idea, to motivate you by personal example (not through ‘you can do it’, ‘you can do it’).
Just looking at them, you just want the same: to start as soon as possible, to learn, to invest the first thousand, to play this exciting game. Confidence is also given by the fact that behind your shoulders there are always reliable friends who will advise and support you.
A lot of interaction can be built on the polemic technique (for example, a dispute in stories with a final poll ‘whose point of view do you adhere to?’). Ksenia will ask questions or raise objections that are of most interest to the audience, literally ‘taken off the tongue’ of subscribers and listeners. This will instantly hook people, because she ‘thinks the same way’, ‘fears the same’, makes the same mistakes.
Emotional background to which we will strive: calmness, confidence, reliability, domesticity, playfulness, lightness, a little humour, directness, light aristocratic, intellectuality, intellectuality.
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Photostyles characters: plots, composition, scenarios
We'll take everything.
The photographer will need just repeat it.
In the new design, photography plays a key role, because the brand is built on personalities.
1. Calm
1. Always natural! In posture, facial expressions, literally everything. No acting.
2. Calm tones, tweed jackets, checked fabrics, muted but saturated colours.
3. In stories - following the concept of ‘expert-learner’.
4. Lots of ‘domestic’ settings.
5. A slight retro flair. Somewhere - a record player, somewhere flashed a chair from the 70's, reupholstered with new fabric in a large square. Lots of books.
6. In the examples below we can see that the colours are still bright and saturated, but these are quite different photos!
7. Do not be afraid to shoot on film, do not be afraid of blurred frames, glare, non-trivial subjects, blurred objects in the foreground - everything that makes a photo alive.
8. Alternatively, you can try more creative shots, such as: A full-face photo on a monochrome bright orange background. Heroes in pastel colours: Alexander is wearing a beige jacket with a red check, jeans; Xenia is wearing a denim dress, expensive rounded glasses with gold frames.
Inside every person is a supermodel. It all depends on the style, the skill of the photographer and the eye of the beholder.
The guys have a penchant for ‘joke’ scenarios.
I always build the concept on the person's personality without trying to remake them, finding the right formats to express their character and styles to show personal charm. The guys can literally repeat the plots of famous pictures and the past. The colour scheme, the atmosphere of Soviet family photos in the studios also perfectly suits the types of Alexander and Xenia.
See how the beauty of the characters
of the characters in the new
concept.
The students at their school will literally
see themselves in these photos,
their parents ‘when they were young’.
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Clothing/style
we've developed a personalised
style for each character based on
based on their natural beauty.
All recommendations and references
can be repeated 1 to 1.
Onelove
Types of styling,
character make-up
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Visual
Concept:
Urban
lifestyle magazine
Large typography
Magazine layout with footer lines
Overlapping text and photos
‘Faded’ black and white photos (burn-in + slight graininess and defocus)
Gradient backgrounds
Calm, dusty shades of mustard, brick, khaki.
For accents - coral, blue (in the case of more colourful layouts for promotions, advertising lending).
Cropping of the photo in the form of an arch, oval.
Accent retro fonts with serifs for titles.
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Instagram:
design samples
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Click to see larger
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Infographics:
Style, samples
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Click to see larger
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Landing page design
For the course:
general direction
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Photostyle:
pen test
Below are the results of the guys' first photo shoot using the new concept.
A better quality work of the photographer in creating a composition in the frame, choosing the most advantageous angle, creating the right mood and level of relaxation of the heroes during the shooting process and the right emotion at the moment when the frame is created + the right delicate color correction is desirable.
Now the photos are not as professional as in the references. Below, using one photo as an example, I have laid out the mistakes with explanations.
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- There are too many unnecessary objects in the frame. The characters themselves are quite bright, wearing saturated colors, and the active decor in the interior is too much.
- The leg in this particular scene looks ugly
- The carpet is too simple and overloads the frame
- The shooting angle is too high, which neutralizes the "significance" of the character in the frame, his "authority". Shooting from a middle or low point creates the necessary feeling of expertise and coolness of the character.
- With such a composition, the characters' gazes directed in different directions look inharmonious.
- The dark blue sofa looks like a huge black spot and "absorbs" the characters' figures. An ivory-colored couch and light gray walls with scuffs in the background would be appropriate here.
- The overall aggressive color scheme, despite the fact that in general all the colors are within the framework of the new color style.
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Other photos:
