Search Menu
Close

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Gaming means gradients, right?

For the spinoff gaming brand, we went for something vibrant. This way, we fit perfectly in with the rest of the gaming space. Miterassa Gaming caters to all age groups interested in the interactive medium, so in terms of copy lines, we got inspired by the early classic Playstation ads.

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Gaming means gradients, right?

For the spinoff gaming brand, we went for something vibrant. This way, we fit perfectly in with the rest of the gaming space. Miterassa Gaming caters to all age groups interested in the interactive medium, so in terms of copy lines, we got inspired by the early classic Playstation ads.

Enrolling in and winning the Design Masterclass programme in June 2020 has made Dipperfox a textbook example of design thinking and user focused product development. They unanimously won both the jury’s and audience’s grand prix at the end of the 9-month development programme and are continuing to invest in design. A smart move that has put them paces ahead their competitors.

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Since brands are what they do, not what they say, we worked with Standard’s team to explore what the common denominators were for their customers. This led finally to a new focus on a unified brand value that speaks across all of Standard’s selection and that customers can easily associate with the brand.

Whether a hotel or an office – people spend a lot of time there.

This user-centric focus helped everyone to understand that Standard has a mission: to create environments that are comfortable and functional for days and months on end. This helped shift focus from the production of furniture to delivering solutions to customer’s problems. Not just chairs or cupboards and divider walls, but well thought out spaces fit for humans. This is a value proposition that Standard’s customers can really appreciate.

This focus on the end result helped to streamline processes and increase the motivation for staff at all levels of the company. Everyone at Standard is a Master At Work, responsible for delivering an impeccable end result. We mapped all the steps of the customer journey and internal touchpoints, from proposal to project, material selection to construction, all the way to delivery, assembly and handover. Once everyone was onboard and agreed with what we wanted to say, all that remained was to say it.

The end result is a visual identity that is simple. The central motif is a circular seal of quality. Whenever applied, it is a guarantee that the work is up to Standard. Supported by a signature colour palette, photography style and minimalist graphic design, it will steadily build up the image of a new benchmark in Nordic furniture manufacturing.

Client
Miterassa

Industry
Retail

Website
www.miterassa.ee

What we did?
Brand strategy
Rebranding
Naming
Visual identity

Miterassa was formerly known as Sony Center. Their high-end boutique approach to selling tech has a small yet cult following among customers. Now they’re ready to come out as themselves, to grow independently and represent more product brands than just one.

The funny story is that after rounds of naming propositions by us, the client settled on the name they already had in use for their holding company. This showed that we’re dealing with a client that carefully considers everything, thinks about alternatives, and in the end, chooses what’s right for them. So the years under Sony had definitely taught them the correct business stoicism.

Their whole management team was present while gathering insights from key customer groups and worked together on the new brand strategy. This included a number of workshops reviewing the current services portfolio, brand architecture and ideating on future development opportunities for the new Miterassa. If anything, it was fun seeing all the original co-founders of the company reliving the whole idea of building a new tech brand.

The tone we were searching for in the identity was that of an established, classical tech-giant from Japan or Germany. We started working on a symbol and compared it to the quality brands of Sony, Leica, Hasselblad, etc. So we created something truly distinguished in the tech retail space and differentiating ourselves from the sale-driven e-shops around.

Gaming means gradients, right?

For the spinoff gaming brand, we went for something vibrant. This way, we fit perfectly in with the rest of the gaming space. Miterassa Gaming caters to all age groups interested in the interactive medium, so in terms of copy lines, we got inspired by the early classic Playstation ads.