Mittals Processors Group is a 30-year-old integrated energy company specialising in power trading. In the last five years, its business has grown exponentially and they are now the second-largest entity in their category. With no internal value system and confusing architecture for its business verticals, the organisation needed a new identity to represent its capabilities. My role was to help build an internal brand led by a new management team, new behaviour and competencies. The project involved working closely with the leadership team to initiate a brand refresh exercise built around an evolved cultural ecosystem. And to outline the brand promise while carrying out a redesign of all print, digital and media collaterals.
The result was a new brand identity in the form of ‘.Kreate‘, inspired by creation itself. The new wordmark sets itself apart through the Kreate dot and is integrated into the core brand visuals. The identity is part of a comprehensive system that includes brand architecture, guidelines, messaging and tone of voice, typography, colour, graphic language, motion, photo and video art direction, and environmental graphics.
Develop a purpose-driven brand identity that is distinct yet accessible to a wider audience. Make the identity expansive and extendable across diverse business verticals. Define the brand values and train the internal staff to best represent them. Present the company’s revolutionary products through relatable, easy-to-understand promotional assets – for both online and offline placements.
It all started with a dot – we began by distilling the symbol of energy to its most basic form – a point of singularity. It is the source of all life. The centre of all creation. And from creation came the inspiration for the new brand name. This is the prevailing ethos behind ‘.Kreate’, and the impetus behind the brand’s look and feel.
The dot was integrated right into the wordmark to reinforce the brand purpose from the very top. It also forms an integral part of the design system and visual language. The Kreate dot comes to life in the graphic language used in brand expressions like promotional collaterals, advertising, motion graphics and trade reports.
The visual identity is built around the typeface called Montserrat for its bold, contemporary feel. And the wordmark represents strength, simplicity and purpose. Along with the name, we also worked on building brand messaging that is simple and easy to follow.
The identity also introduces a vivid colour palette. The use of bright, eye-catching visuals sets a distinguished and modern look within the category. Kreate signifies growth and the entrepreneurial spirit of the new brand.