Defro Heat
About the project:
Defro Heating Technology, a well-established brand in Poland, sought a strategic redesign to modernize its visual identity without losing brand recognition. While the main logo only required a subtle refresh, the real challenge lay in unifying its sub-brands—Defro Home, Garden, and Air—which had grown visually disconnected.
As the Creative Director & Lead Designer at SDE Media & Events, I led the effort to develop a cohesive visual system and a lightweight brand rulebook, ensuring consistency across all current and future branding initiatives.
Project Impact / Results:
Established a unified visual identity across all Defro sub-brands.
Designed a scalable brand system for future expansions and product lines.
Enhanced brand recognition while maintaining trust among existing customers.
Strengthened Defro's market presence, contributing to a 2-year full-scope contract with the agency.
Delivered a flexible, easy-to-follow rulebook, empowering the client to maintain brand consistency independently.
This is what we’ve started from – old logotypes of the Defro landscape.
Analysis of the main body gave away that the letters were flattened. The proportions of the letters suffered with this operation – this had to be amended.
I’ve turned the letters into monotype (sans F, it is a bit smaller, to keep the optical light consistent), and tightened the grid. Color change to calm graphite – the sub-brands will have their own colors.
Two approaches were presented to the Defro board. The second one was chosen as the new official Defro branding.
For the typeface I’ve gone with a high contrast sans-serif with a lot of character - “Verlag” by Jonathan Hoefler and Tobias Frere-Jones.
The uniformization of the design language started with each of Defro’s sub-brands product catalogue. Below you can see the covers of old version, transformed.
Defro had an internal design team. I was tasked with making a few broad guidelines for the style of imagery, typography, composition and teach the team on how to use them. The workshops were done on-site at Defro HQ.
Over few such sessions the team was able to fully embrace the new branding and started designing first marketing assets with my guidance.
Last, but not least, i’ve overseen the production of first batch of deliverables on various media for both internal and external Defro use.
Afterwards, Defro signed a contract with our agency for Creative & Media services.