Abstract Illustrations: A Unique Branding Design Kit by Nargiza Usmanova

Creating a Distinctive Visual Identity with Hand-drawn Abstract Illustrations

The main objective of this project was to develop a branding design kit that stood out from the competition. Nargiza Usmanova achieved this by creating branded abstract illustrations for all promotional products. Each illustration was meticulously hand-drawn using the gouache technique, resulting in a collection of coloristic formal compositions in a minimalist linear style.

By incorporating these distinctive illustrations into various promo materials, such as calendars, datebooks, notebooks, folders, bags, leaflets, and more, the transportation company TELS was able to establish a strong visual identity. The illustrations visually represent essential human values like Mind, Energy, Creativity, Feelings, Time, and Path, adding depth and meaning to the company's promotional materials.

The design specifications for this project included a wall calendar, databook, personal organizer, greeting card, paper and fabric bags, brochures, folders, notes, and a pen kit. These materials were distributed and used across the 11 corporate offices of the Tels Group in Europe, ensuring a consistent brand experience for employees and clients alike.

The creation of this branding kit took place in 2019, with the aim of fulfilling the company's marketing and communication needs throughout 2020. Extensive research was conducted to analyze the marketing communications and products of TELS' main competitors. This allowed Nargiza Usmanova to break away from conventional standards and create unique visual solutions that aligned with the company's aspirations.

One of the main challenges faced during this project was achieving the desired unique style for the abstract illustrations. Nargiza Usmanova successfully overcame this challenge by developing 10 formal compositions that personify the 10 virtues and principles of the company. The result is a cohesive and visually striking branding design kit that sets TELS apart from its competitors.

The exceptional work of Nargiza Usmanova in creating this branding design kit has been recognized with an Iron A' Design Award in 2022. This prestigious award is given to designs that demonstrate excellence in graphics, illustration, and visual communication. The kit's well-designed, practical, and innovative nature, along with its ability to meet professional and industrial requirements, has earned it this esteemed accolade.

With its unique abstract illustrations and cohesive branding, the design kit by Nargiza Usmanova has successfully elevated TELS' visual identity, leaving a lasting impression on employees and clients alike.