Brand Strategy & Creative Director: Anja Bauer Minkara
Brand Consultant: Stipan Rimac
Name Consultant: Anja Bauer Minkara
Copywriter: Anja Bauer Minkara
Brand Implementor: Jelena Mezga

Art Director/Designer: Gordana Golik

Comeleon

Comeleon is the first Croatian conference on organizational culture, hosting the world's biggest experts in the field of agile organizations. We created Comeleon’s brand strategy, name, slogan and visual identity.

The new strategy is based on the unification of key brand strengths - top world experts, who use interactive workshops to convey the concrete and immediate knowledge that reinforces each individual's personal change and encourages agility, flexibility and a readiness to change within their organization.

It is precisely the strength of change within organization that the brand invokes. Change serves as the backbone for the brand story and is further emphasized with the slogan "Come and be the Change."

The new name of the brand is derived from the English words "come" and "chameleon". The name clearly communicates the core of the brand and combines the inviting and inspirational image of the brand with the natural features of the chameleon— an endearing, calm animal whose unique, natural feature is the ability to alter the color of its skin and adapt to constant changes in the environment and thus protect itself.

The new visual identity is inspired by the concept of organizational agility, those organizations that can adapt quickly and efficiently to day-to-day changes. That's why the idea was to show the logo as a flexible form, one in which the letters change as if they were made of rubber and return to their initial form. Furthermore, the logo comes in a varied color palette to further highlight the brand name. In this way, we have managed to achieve a dynamic visual identity, while communicating organizational flexibility and the possibility of constant change.

/
> Methodology