TETRIS

A residential complex identity inspired by the harmony of the classic Tetris game, where every architectural detail and functional space fits perfectly into the bigger picture.

Task

To develop a unique identity for LC Tetris that stands out in a competitive market. The objective was to visually communicate the "everything in its place" philosophy, all while maintaining an accessible price point.

Solution

A complete visual ecosystem including identity, website, and outdoor advertising. The strategic branding boosted call conversions, resulting in 35% of apartments and 56% of parking spaces sold before construction ended.

Design process

Positioning & audience

The project is positioned as a Comfort+ residential complex, targeting rational pragmatists who value architectural integrity. This audience includes investors, families, and seniors with middle-to-high income levels who prioritize a balance between price and quality.

Strategic concept

Based on Tetris logic, the identity reflects a space where every element is meticulously planned. This modular system translates game mechanics into a professional visual language, reinforcing the promise of a perfectly organized life.

Colors

The palette is a direct reflection of the project's physical environment: Dark Umber & Milk (primary tones: complex's facades); Park Green (residential gardens and trees), additional brown shades (other building materials).

Brandmark

The brandmark is based on the top-down view of the two residential blocks, directly inspired by the actual 3D models of the project. This scheme shows the logical transition from a realistic 3D perspective to a clean, simplified, and highly recognizable brand symbol.

Logo

The logo, much like the visual identity, is based on the logic and simplicity of Tetris, where every element finds its perfect place. This concept is supported by a custom-designed typeface. To ensure absolute precision, the logo block is constructed on a 32x7 technical grid.

Spacing

logo, brandmark and alternative logo clear space rules.

Custom typeface

Developed using FontLab, the "Tetris" grid-based font was created for the logo, banners, and collateral to maintain a cohesive technical aesthetic. Full Cyrillic alphabet, numerals and punctuation.

Icon system

Grid-based icons designed to communicate the complex's advantages. These pictograms ensure instant recognition across the website, promotions, and sales brochures.

Brochures

A brief introduction to project's lifestyle and technical specifications, designed to provide valuable insights for potential buyers and investors.

Business cards

Minimalist business cards for potential buyers, featuring contact information and QR code linking directly to website. Cards printed on textured paper with embossed logo, reflecting brand's premium yet functional positioning.

Catalog

Comprehensive catalog with modular floor plans, compass orientations, and solar path indicators. These tools help clients evaluate sunlight and easily select their ideal future apartment. These detailed visualizations of lobbies, parking areas, storage spaces, and the park significantly increased sales conversion by providing a thorough overview of the future real estate project.

Urban advertising presence

Strategic outdoor and indoor advertising that measurably increased call conversions. I managed the full production cycle, from designing high-visibility modular layouts to technical pre-press preparation, ensuring perfect brand consistency across all urban formats.

Website

A comprehensive site featuring all floor plans, visualizations, project details, and payment options. It includes construction milestones and strategic call-to-action buttons designed to maximize inquiries and sales.