In mid-summer 2019, the N1 team contacted Feel Factory with a request to tell people about their
new positioning, proposed by the Plenum agency.
N1 is a federal real estate search service that is popular beyond the Urals. The brand team wants
to expand the boundaries and strengthen existing positions in the Siberian market. To do this,
we decided to change the positioning.
Plenum offered to beat regionality and make it an advantage of the brand. Local brands know the city
and the people who live in it better, and in the search for real estate this is important. The company
has already been represented in 25 cities of Russia, but not in all cities under the N1.RU brand. The new
strategy offered to get away from the difference of brands and combine all portals under one.
The new logo has become graphic and strict. From such a logo it is easy to build a design system.
We have kept the brand face by leaving the name in the logo without losing recognition.
Brands are experts, similar to people, as a rule they are confident in themselves, they do not need
many tools to show facts about their knowledge. Realizing this, we proposed that the brand limit
itself to a minimum of tools: logo, font, colors, container system and copyright. Together, this enables
designers to quickly develop materials.
By combining them, the brand could easily write the facts of its achievements, for example, that it knows
124 cool options near the pond.
The resulting option was liked by the brand team. It is close in spirit to N1 and they easily considered
the design system of the resulting identity. For us, as a design agency, this is important. If the client
understands the design of the system, and his team shares its visual image, then they will be able
to maintain and develop an identity.