Challenge

Samolet is one of the biggest developers in the Moscow region. The company came to ONY for help developing a new style and design system that could communicate the company’s primary focuses on openness, modernness and high-tech solutions. Common sense says that “buying real estate is hard, time-consuming and scary”; the company wanted to break that stereotype, and their brand image had to demonstrate that.

Solution

Samolet’s distinguishing feature is their desire to avoid the «sell it and forget it» mentality, instead building long-term client relationships to help them throughout the purchase process and support them with additional services.

In searching for a concept, we arrived at the metaphor of building blocks and a calendar. Blocks represent construction, flexibility, and customizable service, while the timeline adds motion to layouts and supports the idea of evolving relationships.

The brand’s traditional use of typography and signature blue were preserved. The color became more radiant and digital; the new font, Cofo Sans, reflects the confident character of the Samolet team.

The logo structure was subtly adjusted to emphasize geometricity, and a new symbol was introduced—an arrow and urban block combined.

Minimal overlays help organize information and reflect brand tactility. Unique linear pictograms in two sets support both large and small formats.

We created templates and design guidelines and conducted art direction sessions to help the internal team learn and apply the system.

Samolet’s new design now reflects its most important transformation: into a technology-forward developer with a wide spectrum of useful and easy-to-understand services that people can comfortably use every day.