A comprehensive project that involved a rebrand and brand positioning changes for OTVETDESIGN communications agency. The idea of unwavering plasticity became the backbone of the new positioning. The Agency’s ambitious perspective was enriched with the idea of flexibility. OTVETDESIGN is ready for any challenge a project may bring and any new perspective it may offer – as long as it helps unleash the fierce creativity we are buzzing with. To let this limitless power run wild and turn it into creative action – this is what matters more than ambition. We succeed with soft power. And our commitment to flexibility is as solid as rock. The new visual identity follows up on the positioning that effectively recalibrates our approach to what we do. It was epitomized in a design system based on smooth and fluid shapes that perfectly capture the idea that our creative solutions are as variable as quicksilver. They can mold themselves into any form and shape required by the client brief. They can transform and develop into new solutions. The graphic images turn into a metaphor of the brand’s new essence. It is flexible, fluid and adaptable; it possesses a unique variability that is essential to the success of any project where branding is involved, such as creating company merchandise, managing brand image communications or social media efforts. The revamped logo also supports the idea of flexibility as it took on greater versatility in terms of typography. The metaphor of superfluidity became the main motion graphics and 3D modeling device. The metal shapes of various objects follow the fluid dynamics. And the objects that we would instinctively define as soft suddenly turn out to be harder than tungsten. This device is also widely used for merchandise customisation, such as in flexible metal strings or liquid brand patterns on textiles. Specifically for the rebrand, we designed the Otvet font that is just as adaptive as the Agency’s approach. Instead of focusing on ideal form, the new font prioritises versatility and functionality. Its main feature lies in its characters’ variability that can turn any message into a branded message.