What's interesting
Lainer and Turkus were originally two separate companies—one manufactured industrial floors, and the other installed them.
What's interesting
The vocalisation of the new brand name (following the merger of Lainer and Turkus) was crucial for the sales department, as it impacted the ease of speech for sales representatives when introducing themselves and the company during phone calls.
What's interesting
According to the owner, the primary reason for the rebranding was the company's low credibility in the international market. He mentioned an instance when a Scandinavian client nearly withdrew from further discussions upon realising that the brand wasn't 'European' enough.
What's interesting
The brand strategy originally had to include seven target audiences: investors, contractors, architects, purchasing departments, construction managers, Lainer employees, Turkus employees. The brand serves all of them.
What's interesting
For the initial meeting, the client invited the studio to their hotel and served homemade cookies. The verbal designer ate most of these and took extra ones home with him.
Designer’s insight
“My top priority was to break away from the clichéd approach in the market, where construction brands present themselves either through crude humour or heavy-handed literalism. As if their audience were stereotypical 'simple blokes'. I wanted to create a brand that's exactly the opposite – strong, global, insightful, one that everyone aspires to. A brand that treats its audience with respect and truly understands the business it's in.”
— Mariusz Ruciński,
Brand Identity Architect + Verbal Designer
“Turkus was a sort of validation that I'm good at masculine projects. From the craft side, I most enjoy organising information, and that's probably what they're about for me, rather than dreaming up the form. All the same, we managed to pull off a sophisticated project for such a hardcore, production-focused field.”
— Natalia Bilska,
Senior Graphic Designer
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