UTU – A company creating the future
At the beginning of 2023, we were approached by a new company that planned to manufacture 3D printers for building houses. Their plans included both selling the 3D printers to construction companies and building houses on their own. The goal: to conquer the Ukrainian market and enter the international arena.
Our task was to develop a brand strategy from scratch with an interesting and memorable story.
territory exploration
We started by researching the features of 3D construction and analyzing the Ukrainian and international markets. We understood the advantages and challenges that this technology brings compared to traditional methods of building houses, and outlined the prospects for development in the coming years. We also realized that there are currently no other players in this field in Ukraine, but we need to take into account that they can appear at any time.
At the same time, construction with 3D printers is being actively promoted abroad. Incredibly large funds are invested in development, research, innovation, and promotion. Therefore, it would be insufficient to talk about quality and speed – it is currently impossible to compete with the world's leading companies. So we have to build our brand strategy not only on purely technical advantages, but also on emotional ones.
We analyzed the target audience by conducting in-depth interviews with people planning to buy their own homes, studying relevant statistics and reading the opinions of experts.
Most 3D printer manufacturers talk about future technologies, modern materials, innovative shapes, and global goals. And that's all well and good, but people don't need calculations or impressive renders. They need comfort and reliability.
Similarly, developers want comfort and reliability in their partnerships as never before, as the market situation is difficult.
foundation preparation
So we decided to talk about why people actually build and buy houses. The brand we created combines two meaningful messages:
But we do not forget that our company uses the most modern technologies, so the brand strategy speaks of the future. We don't build like everyone else, we create: we create new things, we create partnerships, organic space, a cozy environment. And also the houses that people choose to live in.
We speak of the fUTUre. So the company is called UTU.
construction
The letters of the logo are created using the same «sausage» technology as the walls of the house. The rounded corners indicate our flexible construction capabilities. Massive letters symbolize strength. The logo is complemented by a sign in the form of a happy smiley that has climbed into the house and does not want to get out of it, because everyone wants to live in it.
Home, where you want to drink coffee in the morning in your favorite cup, where you want to create comfort, where you want to love, where you want to have a cat, where you want to celebrate, where you want to spend time actively, where you want to enjoy life.
To enhance the sense of technology and innovation, we added an element of branded graphics in the form of text, which is located in the form of the 3D printer's G-code.
Facade decoration
We have developed a bold casual look that is embodied in the corporate identity.
putting into operation
Our cooperation did not end with sending a pdf with a brand book. When UTU was creating its first public project (a house for a family in Irpin affected by Russian aggression), we were there for them.
Even before the implementation began, we made interior design and 3D renderings of the house project. We made it modern and comfortable, but with a distinctive Ukrainian character.
A few days before the start of construction, we manufactured and delivered to the site caps, helmets, flags, etc. We organized the services of a photographer and videographer to record the process.
A few months later, the UTU team asked us to develop a website for selling printers abroad.