What do navy blue, walnuts, Aconcagua, Brodziak and Zygadlewicz have in common?

written by Houke de Kwant on August 10, 2016

The new communication strategy developed for the Pulva architecture studio was inspired by real places, nature and the works of artists cooperating with the company. Concentration, sensitivity and meticulous attention to the client’s needs are the key elements of the approach that Pulva adopts to create unique interiors in which the sources of inspiration are easy to identify. The aim of the new brand image is to assure the studio clients that their architect works in accordance with their needs and that the structure of the design process is coherent and clear.

 “We like minimalism because silence, harmony and space tidiness are so important to us”. With this in mind, Adam Pulwicki and the other architects working at Pulva create their designs. They have been in the business for 15 years and thus far succeeded in implementing several dozen designs; this is a good moment to reflect upon what the company has achieved. The new communication strategy focuses on the sense of space awareness that the architects at Pulva have and refers to the aesthetic qualities that they favour. The new strategy required developing a KV and a claim that would articulate the philosophy of the Pulva studio and at the same time convey a clear message to the client. The claim ’We create space to be at your service’ puts emphasis on the presence of space, which is treated as extremely important in the designs produced at Pulva, and makes reference to the functionality of the designs. The KV, in turn, refers directly to the sources of the architects’ inspiration. Their fascination with mountain peaks as well as their passion for natural colours, Brodziak’s and Mańkowski’s photography, Zygadlewicz’s paintings as well as fashion, jazz and classical music all have a visibly strong influence on the designs created at Pulva.

We like minimalism because silence, harmony and space tidiness are so important to us

The communication strategy developed by Minima allows the client to learn about the tools used
by architects as well as the world in which they work and create. Accordingly, communication is coherent and clear at all times – from the moment the very first contact with Pulva is made until a design is ready. ‘Our aim is the final result,’ claim the architects. The development of the communication strategy was facilitated by business consulting provided by Agata Polak from Ability Consulting, as a result of which 12 stages of the design process have been identified.

The priority was not only to develop a communication strategy that would be elegant but also one that would emphasise the values that are of paramount importance for the designers behind the Pulva studio. Therefore, the nature of the strategy leitmotif is not purely aesthetic as it also refers to the sources of inspiration and the philosophy of Adam Pulwicki. The Minima agency is responsible for the communication strategy, the KV, the claim, the studio website and B2B materials.

MINIMA Advertising People is a Poznan-based advertising agency founded in 2005. It specializes in creating brands from the ground up, hence its mission statement: Big things often have small beginnings.
Their endeavors lead to the creation of strong, recognizable brands equipped with a complete array
of communication tools.

Credits

• Brand: Interior design studio PULVA
• Agency: Minima Advertising People
• Agency website: http://minima.pl/en/
• Creative Director: Krzysztof Fabianowski
• Art Director: Krzysztof Fabianowski
• Copywriter: Paweł Dobrowolski
• Photos of the team: Szymon Brodziak
• Business Director: Anna Szymczak
• Business consulting: Agata Polak
• Published: July 2016

Brand Identity