Innovation Starter is a leading Bulgarian company in the field of training and organizing events in the field of innovation. The rapid development of the company over the past six years has challenged it to make changes in the architecture (interconnection) and design of its brand, responding to the changes. The brand architecture of the brands is a mirror of the company’s business. It creates the mental organization in the mind of the client and gives clarity to the user about the hierarchy and nature of the services. That is why we dug deep to understand the client’s business and development plans and did not limit ourselves to the initial task of “refreshing the logo”.

After a thorough analysis of the company’s development plans, the most successful and growth-potential services, the competition and consumers, we came to the conclusion that it would not only be necessary to take the brand to a new visual level, but also to change the architecture and the relationship between the four main activities of the company. We made a complete rebranding of the brand and sub-brands, corresponding to the ambition and development plans and activities of the client. We also developed rules for applying the brands in digital and analog environments. The strategic task was challenging and very motivating. We approached it with all our potential of knowledge and experience and by applying a new methodology for creating a brand strategy.

The Innovation Starter website structurally united two activities that had to be separated due to their different purposes and, to a large extent, different audiences.

After a thorough analysis and structure, two separate pages were created for the different activities. Structurally different and each corresponding to the specifics of the specific activity. Technically, they were created on WP, with the Elementor plugin.