Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant:
Petra Despot
Anja Bauer Minkara
Brand Implementor:
Jelena Mezga
Naming Consultant: Tonči Klarić
Art Director:
Igor Manasteriotti
Igor Manasteriotti, Mia Marić


*The project was created in Brandoctor in 2013. Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.

The Croatian digital agency iStudio aimed to go international yet didn’t have the name or the visual identity that was strong enough for the international markets. The name iStudio was causing problems; it couldn’t be registered abroad as there were many international companies with the same name. The additional challenge was that the agency was mainly associated with social media, while in fact they did a lot more - they offered a full range of digital services.

The internal analysis showed that people who worked in iStudio were curios by nature, as a result of which their work inspired consumers’ curiosity. They constantly untangled even the most complicated digital challenges and created great online solutions, which kept the customers “clicking.” The strategy resulted with the new name Degordian, which perfectly embodied the idea of solving difficult challenges. We were inspired by the legend of the Gordian knot - it being the metaphor for solving difficult problems and thinking “outside of the box”. The sword severing the knot was symbolically embodied into the new visual identity just as the name implied.

The new brand became exciting and meaningful among the internal and external targets. iStudio was experiencing positive growth in the market, but after rebranding, Degordian literally exploded across the borders. Their business expanded to 20 foreign markets including the US, Malaysia, Great Britain and Germany with exports growing by 46%. Degordian’s revenues in 2014 were up by 43% compared to the year before, with revenues from the non-social media services growing by 71%. Their new website was recognized and awarded internationally.

> Methodology