How a Coin Became a Button: A Look at Sirena Studio's Redesign

Contents:

• About the studio
• Why rebranding was necessary
• It all starts with self-determination
• Why the color purple
• Projects and a basket of jokes
• Three pieces of advice from "Sirena":

The rebranding of Sirena Studio was a landmark event that received high-level recognition. The studio's website was awarded the G8 award in the "Websites. Breakthrough Solutions" category of Web & App 2024. This success highlights the Sirena team's innovative approach and professionalism in creating modern digital solutions.

Our studio's designers shared insights about game mechanics and the process of creating a laconic button logo. We discussed how the logo concept has become an important part of the user experience and how it interacts with game elements. The development of the button logo was aimed at maximum simplicity and functionality, which allows users to intuitively understand its purpose.

Creative dev lead

An art director is a key figure in the creative industries, responsible for the visual design and concept of projects. This role requires not only artistic talent but also team management skills. An art director coordinates the work of designers, illustrators, and other specialists, ensuring the unity of style and concept at all stages of development.

Their responsibilities include developing visual concepts, working with clients to understand their needs, and transforming these ideas into creative solutions. Art directors also monitor design trends to ensure projects remain relevant and appealing.

Key qualities of a successful art director include leadership skills, creativity, attention to detail, and teamwork. This profession is in demand across a variety of industries, including advertising, film, fashion, and digital media. An art director plays a vital role in shaping a brand's image and creating unique visual content that attracts and retains the audience's attention.

Head of marketing

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Sirena is a creative studio within the Sports division. Our team specializes in developing unique web games, tests, quizzes, and content landing pages, as well as solving various creative problems. The name "Sirena" was chosen deliberately: it symbolizes bold ideas and creativity, and is also associated with the siren that sounds in hockey when a puck is scored. Most of our studio's projects are related to the sports industry, highlighting our expertise and understanding of its needs. We strive to create innovative solutions that attract attention and engage users, making their experience unique and memorable.

We are passionate about games: computer, board, and sports. When developing special projects, we apply an approach similar to game development. Our team includes a game designer who carefully considers the user journey, levels of engagement, and game mechanics. Over the course of our work, we've implemented numerous unique ideas, including a detective story about a cup heist and the Olympic Games for the Samokat company. We've built virtual cities and created many other interesting projects.

Why Rebranding Was Necessary

Over the past five years, the studio has undergone significant changes: the team has expanded, the number of projects has increased, and new directions have emerged. As a result, the creative team decided to update the visual style to reflect current achievements and align with modern trends.

Alexander Kukanov, the studio's art director, who developed both the old and new designs, shares his thoughts and experience. Throughout his work, he focused not only on aesthetics but also on functionality, creating a harmonious blend of visual and practical aspects. His approach to design is based on a deep understanding of user needs, which ensures the creation of relevant and attractive solutions.

When I joined Sirena, I immediately noticed that everyone here was passionate about games: everyone loved them and everyone actively participated in them. Therefore, when developing the previous logo, we decided to use a game coin, depicted in a pixelated style, as our symbol. The yellow color was chosen for its resemblance to real coins. Over time, the idea arose to use this coin in special projects as a unique in-game currency.

The transition to a new logo became necessary when we realized that Sirena had undergone a significant transformation. We've transitioned from a small in-house studio to a team capable of implementing complex, special projects. We're applying game design expertise, experimenting with 3D, and developing new game mechanics. It's time to update our visual identity to reflect our evolution and ambitions.

It all starts with self-determination

Mark Kholodov shares his thoughts and experience. His views and ideas are a valuable resource for anyone interested in current topics. In his discussions, he emphasizes important aspects and offers a fresh perspective on familiar things. His approach allows for a deeper understanding of contemporary trends and their impact on society. Thanks to his clear and accessible presentation, everyone can extract useful knowledge and apply it to their lives. Listening to Mark opens up new horizons and opportunities for personal and professional growth.

The main challenge was understanding our desires and goals. We asked ourselves questions about who we are and what messages we want to convey to the world. These existential reflections became the foundation of our process. As a result, in addition to updating our style, we reconsidered several internal aspects of our self-definition. While this cannot be called a full-fledged brand platform, it is something similar.

People were the main source of inspiration for shaping our style. We held individual conversations, jointly generated ideas, and discussed concepts even during lunches. This interaction allowed us to deeper understand needs and preferences, which, in turn, influenced our approach to design and the creation of unique content.

We searched for a long time for the right idea and considered many implementation options, from abstract concepts to simple text design. During the brainstorming process, we came to the conclusion that we need an object from the digital world related to computer games.

We looked at various images of cursors and icons, but in the end we came to the decision to use a button. This solution arose from a simple question: "Why not make a button?"

The button has become a key element of visual identity in the world of gaming and digital technology. This simple yet powerful symbol represents interaction with devices: we turn on a computer with the press of a button, create content, communicate, and play using this very element. The button is a universal connector that captures the essence of the modern digital experience.

Why purple

Lilac/purple has been chosen as the main color of our creative studio. We have not yet decided on the final name for this shade. After conducting a market analysis, we discovered that none of the creative studios use this color. While red, monochrome, white, black, and yellow are all available on the market, lilac/purple remains unique. This choice highlights our individuality and creative approach.

There are many studios in today's market, and to attract the attention of your target audience, you need to stand out. Our logo is presented in black and white, allowing it to adapt to various placements. For example, on a purple background, the main logo may not be noticeable, so we use a white logo to improve visibility, notes Alexander Kukanov.

Projects and a basket of jokes

The new website is an important element of the Sirena update. We decided to conduct a bold experiment by introducing 3D technology. Websites with such a heavy load require increased resources and may experience slow loading times. We recognize the risks associated with this approach, but we are confident that integrating 3D content will significantly improve the user experience and create a unique interaction atmosphere.

There are a limited number of studios using such solutions in the market. Most websites are built using a standard structure and are focused on information efficiency. We strive for uniqueness and offer excellent solutions that significantly distinguish us from the competition.

We developed a website concept for "Sirenas" that combines functionality and entertainment elements. Our website includes links to previous projects, team tags, and even street basketball elements. If you get bored, you can play basketball right on the site or enjoy jokes created by one of our employees.

Matvey Medvedev, Creative Development Director, shares his thoughts and experience. He emphasizes the importance of a creative approach in developing digital solutions. In today's competitive environment, it's crucial not only to follow trends but also to offer unique ideas that can differentiate a product from the market. Creativity in development enables us to find innovative solutions and effectively address user needs. Matvey emphasizes that a successful project is the result of a team effort in which each member can contribute and offer innovative ideas. Creating effective and engaging solutions requires constantly learning new technologies and methods, which is an integral part of a creative director's job.

Our old website looked outdated and unappealing, so we decided to create something new and exciting. We searched for a long time for a suitable solution until I stumbled upon a game engine. After exploring its capabilities, I realized it was exactly what we needed. With its help, we can implement interesting ideas and create a website that will attract users.

Creating the website took a long time due to our lack of experience. The result is far from perfect, as some users report lags. We admit to having made some optimization mistakes. However, the current version represents our attempt to incorporate 3D web elements, which is an important step in our development. We continue to work on improving the site's performance and functionality to provide a more comfortable user experience.

Creating our site took several months and required the efforts of nine specialists. I am critically evaluating the results of our optimization work. This is our first attempt, and while the site has a number of shortcomings, it also has its advantages. We continue to work on improving its functionality and user experience.

Content should always reflect the unique aspects of your experience. For example, the project with Cordiant is an example of complex client collaboration and is worth highlighting. Pacman is also worth mentioning—it was our first project to encounter technical issues, leading to client criticism. The Bulker Cafe, located next to our previous office, also has a significant place in our history. The project involving basketball and jokes further illustrates our approach to interactive projects. These examples highlight the diversity and depth of our content creation experience.

Creating 3D content for the web is a complex process. We rely on several studios, including the French studio Merci Michel, renowned for its high-quality work. Their approach to 3D design and web development sets new standards in the industry. The studio plans to update its website soon. These changes are aimed at improving the user experience and providing up-to-date information about our services. Expect new features and an improved design that will make navigation more convenient and intuitive. Stay tuned for updates to avoid missing important changes.

Three tips from "Sirens":

Change can be difficult, but it is necessary for progress. Based on our experience, we can offer two key tips:

Be inspired not only by styles, but also by everything around you: people, atmosphere, products, and many other aspects. Often, it is in these simple things that ideas are hidden that can form the basis for your creativity. Pay attention to details that can spark your imagination and lead to unique solutions.

Creating new ideas and bold concepts plays a key role in business development. If you have the opportunity to offer an unconventional solution or conduct an experiment, don't miss this chance. Innovative approaches and original ideas can not only attract consumer attention but also set new trends in the market. Bold decisions shape the future, and they are what help you stand out from the competition. Don't be afraid to take risks and try new things; this can become your competitive advantage.

It is important to clearly define who you are and what your brand is about. Creating an engaging style can attract attention, but if it doesn't align with your team's tone and the essence of your projects, it will lead to a misalignment of your brand's perception. When planning a rebrand, it's recommended to take the time to analyze your meanings and values ​​before developing your brand identity. This approach will ensure a harmonious perception of your brand and its identity.

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