Biograpi - The Journey of Brand Creation
Strategy, Tagline, and Visual Identity
The establishment of a brand, encompassing the formation of a strategy, the crafting of a name, and the design of a visual identity, stands as one of the most pivotal and challenging undertakings.
A robust, all-encompassing strategy, a conceptually strong name, and a well-conceived visual representation are the cornerstones of a company's prosperous future, reflecting its core values and ambitious plans.
These fundamental processes laid the groundwork for the birth of a new development company, envisioned by the Wissol Group. The firm footing of the Wissol Group was predicated on its successful business management experience, its unique vision for the country's progression, and its ambition to set a new benchmark in the real estate industry.
A cadre of professionals rallied around the company, initiating the construction of the new brand in concert with top-tier experts. The British firm Keppel&Co, under the leadership of director Nick Keppel-Palmer, a prominent authority in the field with both business and personal ties to Georgia, spearheaded the naming and strategy formulation for the company.
During the course of our collaboration, a vision took form which proposed that the new development company should provide a fresh perspective in the real estate industry. The goal was to significantly enhance this sector by developing a concept that puts emphasis on vibrant relationships within residential buildings and urban renewal at large.
Our strategic research underscored the necessity for dynamic and healthy relationships and the significant role which emotional connections between people and their living environment play.
As an outcome of this research, key principles emerged:
● We are not simply erecting buildings, we are cultivating ecosystems.
● We are not merely creating residential spaces but places that thrive with life.
Driven by these principles, the name Biograpi was chosen for the company – the Biograpi of Life. It symbolizes that the residential spaces we create are like archives of the residents' histories and future generations. The term biograpi brings histories to life and crafts new narratives.
The central concept that weaved everything together and laid the groundwork for Biograpi's future communications was "connection" - the ties that bind us all. Eventually, the company's core message crystallized into Biograpi connects us.
A unique visual style emerged that showcases a fresh and distinct design language, making the brand stand out and be remembered. This branding effectively positions the company not just in Georgia, but on an international platform as well.
An extensive and profound concept blends colors, shapes, and motifs to visually express Georgia's identity. Charlotte Hopkins, a British graphic designer with a portfolio of successful original projects, steered the visual direction of the brand.
The Biograpi team was deeply involved throughout the project. Nearly all aspects were executed collaboratively. This resulted in a dynamic process of teamwork, discussions, mutual agreements, and decision-making.
In the quest to craft something fresh, contemporary, distinctly Georgian, and memorable, Charlotte immersed herself in Georgian fine arts, ornamentation, and authentic colors. This exploration culminated in a unique visualization echoing the brand's concept, where each element and color carries significance and resonates meaning.
During her creative process, Charlotte observed that Georgia's identity is strongly manifested through its colors and forms, and its unique ornaments are windows into the depth of ancient Georgian culture, visually breathing life into historical narratives.
The Biograpi's logo is a storyteller, conveying history from the past to the future, captivating the audience with its organic, natural color palette and vibrant, authentic ornamentation.
Incorporated within this typography are symbols like the sun, denoting life, rebirth, and joy, and the mountain, symbolizing aspiration, success, and freedom. The colors used in the logo – red and black – are often attributed to Pirosmani's palette, their synthesis adding an even deeper organic and emotional dimension to Biograpi's logo.
Biograpi, as a development company, introduces three distinct projects under its umbrella. Each project is represented with its own visualization, ideologically aligned and connected with the overarching narrative of Biograpi.
Sakeni, a multifunctional residential complex, graces Vazha Pshavela Avenue, replacing the former Abkhazeti Hotel. The project draws inspiration from Abkhazeti, particularly Sokhumi, with its name referencing the Sakeni River of Abkhazeti, which originates in the Caucasus.
The Sakeni logo merges typography with symbolic ornaments: waves denoting the Black Sea and the Sakeni River, a griffin from the renowned fountain statue at Sokhumi Drama Theatre, and hands signifying friendship and respect. The dominant blue color in the logo embodies the sea and river, while the secondary emerald color reflects Abkhazeti's stunning emerald lakes.
Matiani, another multifunctional residential complex, resides on Akaki Tsereteli Avenue, facing the Didube Church of the Virgin Mary.
Historians suggest that this location once housed King Tamar's summer palace.
The project's name, Matiani, meaning a chronicler or storyteller of time and history, is inspired by the area's significance.
The logo incorporates a horse, an ancient Georgian artifact in museums, an arch symbolizing European architecture and Georgian-German relations, and a crowned tiger - an emblem from "Knight in the Panther’s Skin" and the era of King Tamar.
The logo's golden hue symbolizes King Tamar's golden age, and the secondary yellow color is a nod to the splendor of Tamar's summer palace.
Hisni, a multifunctional residential district, is located on Ketevan Dedofali Avenue, a site that once housed the Persian citadel – a symbol of Tbilisi's eclecticism, as well as a fleet of trams and trolleybuses in the city's recent history.
The Hisni logo is typographic and incorporates several symbolic ornaments: a crossroads emblem representing Hisni as a junction of cultures, a greenery symbol denoting the future green zone planned for the Hisni district, and a trolleybus depot symbol signifying Tbilisi's past as a transport hub.
The logo's primary green color symbolizes Hisni's verdant locale, while the secondary clay color conceptually links to the future oasis area's construction in Isani.
In branding, symbols serve as distinct visual elements that represent the brand's identity and values
The sun - Symbol of life, energy, power, and positivity
Mountain - Iconic symbol from historic Caucasian carpets
Wheel of life - Iconic symbol from historic Caucasian carpets
Clover - Ancient Georgian symbol representing the Holy Trinity
River - Rivers symbolize life, fertility, freedom, a path, and the passage of time
Dove - Symbolize peace, freedom and love
Pomegranate - Symbolizes fertility
Stag - As referenced from an ancient Georgian bronze statue, the horns represent the Tree of life
King Tamar’s summer palace - As referenced in a portrait of King Tamar’s icon
Ram’s horns - Iconic symbol from ancient Georgian pottery and jewelry
Stars - Beacon of hope, positivity, and renewal
Dancing ladies - Iconic symbol from historic Caucasian carpets
Tree of life - Iconic symbol from historic Caucasian carpets in the ethnographic museum
Penguin - Iconic symbol from the famous penguin cafe in Sokhumi
Borjgalo - Famous Borjgalo symbolizes the sun and eternity in Georgian culture
Bull - As referenced from an ancient Georgian bronze statue in the National Museum of Georgia
Home - Home symbolizes warmth, safety, shelter, and happiness
Grapes - The symbol of the fertility abundance, fertility, and good luck
Spiral - Cycle of life as a whole
