Independent Creative Agency
Madcats is an independent creative agency from Kyiv. We create robust brands that bring change to the game.
Why us?
In order to make your brand great again, we develop several brand-paths in strategy, design, and advertisement. We believe that a single creative task never has more than one solution, that is why we always offer more.
We have experience in developing large-scale brands and ambitious startups.
What do we offer to boost your business:
Branding strategy
Brand platform development
Brand identity development
Branding guidelines
Graphic design
Web-Design
Brands Communication
Communication strategy
Creative platform development
Creative support and direction

headquarters
Recommended Providers
Focus
Portfolio

Modern Expo. Retail company rebranding: identity
Modern Expo — a company engaged in the design, creation, and implementation of commercial equipment in the halls of shops and warehouses. It is the largest market player in Central and Eastern Europe with an annual turnover of more than $ 100 million. This type of customer is one in a million.
Despite its vastness, the company is very flexible. The management of the corporation is literally in love with renewal and improvement, without forgetting about the values: work efficiency and economic benefits. Everything around should serve them, including the logo with the corporate identity, that was developed by our team.
The main task was to get away from the associations with metal and shelves in the vector of the intellectual component of production, to attach the concepts of transformability, flexibility, and modernity to the brand. In the developed logo, these functions are performed by the letter O. Composed of simple forms — two horizontal lines — it can expand, shorten, accommodate additional elements: the names of divisions or producing countries. And, of course, it is the symbolization of space: mutable, modular, clever. Calculated and organized as efficiently as possible, the way Modern Expo works when designing a store or warehouse.
Cooperation with a company of this level is always a challenge, but a pleasant one. The way the new branding works would be judged by the time passing by, but now we can say that it is liked. By the smiles and mood of people working in the offices, workshops, and warehouses of Modern Expo, glancing it on a daily basis. And, of course, by the lights in the eyes of the client who once created this company, always inspired to develop it.
Modern Expo:
https://modern-expo.eu/en

Planeta Kino. Rebranding of movie theater chain: strategy, corporate identity, communication, ux/ui
Movie theater chain Planeta Kino is the sole representative of IMAX and 4DX technologies in Ukraine. The first movie theater of the company was opened in Kyiv in 2008. In 2016 the chain numbered 9 movie theaters with 49 screens in 6 cities of Ukraine.
Challenge
Lack of a consistent strategy of communication as well as boring, faceless brand identity hindered the development of brand identity: consumers perceived Planeta Kino as IMAX, which is, in fact, just one of the technologies presented in the movie theater chain.
Solution
The new visual identity of the company is easily recognizable and can convey a variety of emotions that Planeta Kino gives its customers. The new identity allowed to make interaction with the brand on the Internet more personalized and therefore more efficient.
A new brand image set the direction of development, the tone of communication, the convenience of online and offline services, even the interior of cinemas and set the new standards in the industry.
Planeta Kino: https://planetakino.ua/

Premium fashion-retail rebranding: strategy, logo, identity, communication
Helen Marlen Group is the largest retailer of premium designer clothing in Ukraine. The company has loyal customers - mature, wealthy customers who have been buying things in Helen Marlen for a long time. The brand wanted to attract a new audience - the Millennials. But they did not understand why the jacket from Helen Marlen was better than the jacket from Zara, and many did not even know that there were clothes, besides shoes.
We also needed to create a new recognizable brand visualization system. While working on positioning, we thoroughly analyzed the market and competitors. We found a great idea that would give Helen Marlen a competitive advantage, and structured the brand architecture - made it more understandable to the audience.
Helen Marlen is not a mass-market, it's premium retail. They sell designer clothes that have outstanding quality and aesthetic value. We realized that Helen Marlen does not sell fashion, they sell the beauty and individuality. So we crafted the essence of the brand: This is beautiful.
The idea is strong because it harmoniously integrates into previous communication concepts. Besides, the monopolization of the baseline value is a serious foundation for successful brand development. We chose a bold move - we made a discharge between the letters in the logo with a firm trick, increasing it. The wide space between the letters turns each one of them into a fully scaled art object. The discharge in the logo has become dynamic - now it is changing with the format. The digital principle highlights that beauty is fleeting, and we strive to capture it and share these beautiful moments.
We have retained the neutral and harmonious Helvetica font, which Helen Marlen has used for more than 20 years, but chose its new version - Helvetica Neue Bold. We used the Caslon 540 in a pair with it. It makes the logo more expressive. New brand visualization is like a dynamic container for great moments.
Helen Marlen:
https://helen-marlen.com/

Paint manufacturer branding: naming, identity, label design
Mitka is a new spray-paint brand from Poltava.
We have developed naming, brand identity, and package design.
The first 150,000 spray-cans will soon appear on the shelves.
If you look at the shelf with spray-paint in a Ukrainian store, you feel sad and amused at the same time.
Sad because someone made it, but amusing because someone took it and put it into production.
The riot of color here goes hand in hand with strange names and tasteless typography.
In the beginning, we decided that our paint should be different.
Naming
As a child, we liked to walk on fresh cement, write "Here was %username%", or draw something on the garage facade.
Insight from childhood "Leave a Trace in History", was interpreted in our own way: Mitka is a "sign" in Ukrainian and with it, you can leave your spot anywhere (of course, in the aisles of Ukrainian legislation).
Mitka is a "sign" in Ukrainian, and you can leave your sign on anything using spray-paint.
Design
On the one hand, we wanted to emphasize the practicality and utility of Mitka so that the design would literally say: "I'm just a paint. I'm not talking about Impressionism or Salvador Dali. With me, you can paint the fence, fridge, and hilt of your favorite katana. Nothing else, but I can do it perfectly. I'm paint, not an android." Armed with this brief, we created an expressive identity and package design, while, fulfilling the dream of all brand managers: "Make the logo BIGGER".
The logo is, in fact, a cylinder of paint. We joke that we drew a cylinder of letters without drawing a cylinder.
The shape here is responsible for making it easy to find Mitka on the shelf, and the color accent is for making it easy to choose the right color.
Mitka:
https://mitka.gpl.ua/

Rebranding of beauty salons chain: strategy, identity, creative platform
Backstage is the largest chain of beauty salons in Kyiv. We have developed a new strategy, brand identity, and a creative platform.
Usually, beauty salons talk only about their services, their communication is about pilling, eyebrows lamination, and keratin filling of eyelashes. We find this approach one-sided and human touch lacking.
On the focus group workshops, we have noticed that all Backstage clients have something in common. No matter who they are: businesswomen and moms, housewives, and beauty-bloggers – all of them have a lot on their minds and little free time. We've realized that they visit Backstage not just for beauty, but also for relaxation.
Strategy
The Backstage strategy is a small vacation in the middle of a working week (either not the working week, or just because I want to and can). With an airplane mode on, chatting with a master, or just chilling with your eyes closed, you can relax in the beauty salon. That's why we've rethought Backstage from a beauty salon into Refresh Spot – the place, where you come to update and recharge the batteries.
Brand identity
We quickly realized that Backstage deserves a better identity. We wanted to convey the story of beauty & refresh not on the level of direct reference, but on the emotional level, so the style turned out to be soft, smooth, and chill, like a wave. Any text could become wave-shaped, not just a logo, it allows us to stay light yet recognizable at any point of contact.
Signature technique
One of the main principles of beauty is symmetry, that's why the reflection of the photo became a signature technique. You should agree that it is difficult to imagine a beauty salon without a mirror, so we found a place for it in the brand's identity.
Backstage:
https://backstage.ua/

Rebranding of motor oil manufacturer: strategy, label design, identity
Vira is a brand from Poltava, which produces lubricants for cars. High-level specialists, imported ingredients, powerful production base - all this allowed to create a good, and at the same time inexpensive product.
But it happens so that Ukrainians perceive products from other countries as if they were delicacies. "Prodotto in Italia" evokes much more warm feelings than "Made in Brovary". It turned out to be a non-trivial task to convince our drivers that the Ukrainian brand can be equal to the European one.
The strategy of the brand was "Decent Product". Buying Vira products means to be sure that you get exactly what you pay for - a quality product at an affordable price. You go to a car care shop and don't even ask about expiry dates or cheap substitutes, but just pick up a familiar can. Because you know it's good.
The quality of the oil, as we found out, is not achieved through some exclusive technology. When asked if there are any secret ingredients in the product, the customer said, "No, it's just the way it should be." This simple and clear wording has become the main message of the brand. The sense of "just the way it should be" is familiar to everyone. It arises every time you put on your favorite sneakers for a walk. Or when your grandmother puts on a plate of branded borscht. It's the confidence that life goes according to plan. Confidence evolving into trust.
We have created a simple and functional identity system, that will be understandable to anyone, and which will be easily adapted to a wide range of products.
we decided to retain the energetic mint color from the previous life of Vira, which made it possible to differentiate the brand from the competition.
The brand has two main directions - Vira Oil lubricants and Vira Cool liquids. We shortened the name to a laconic Vira, and the production areas were separated by signs: a drop for oil and a snowflake for antifreeze. Overall, Vira produces more than 70 products. We have created a new label for each product, adapting it to the shape of the packaging.
In its communication, the brand conveys the driver's feeling of "I am THE master" when I took the Vira canister. Because one not overpay, but won - took imported quality at a domestic price.
Facebook became an image developing communication channel – a place where Ukrainian drivers read news and communicate with each other. On its page, the brand has a strong true driver-oriented humor, shares advice and, by chance, tells about the benefits of its products.
1,500,000 l – warehouse
productivity – 100,000 l / day
sold at 4000+ retail outlets
Vira:
https://vira.ua/
Reviews
the project
Branding Services for Retail Solutions Manufacturer
"We were impressed with their agility and boldness."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I worked as Head of Strategy in Marketing Department at Modern Expo. Modern-Expo is a leading international manufacturer of trade equipment and supplier of complex solutions for retail in Central and Eastern Europe.
For what projects/services did your company hire Madcats Agency?
In 2018 the company understood its strategy and plans were wider than its current identity was able express. It is a global brand, yet the design system was inconsistent, thus needed a complete overhaul.
What were your goals for this project?
Predominantly, design system needed to showcase its global leadership positions in world of solutions for retail. It was a call for a complete rebranding of Modern Expo.
How did you select Madcats Agency?
Having a strong experience in branding ourselves, our committee favoured MadCats for its brave approaches to brands, whether they are in B2C or B2B industry.
Describe the scope of their work in detail.
The agency came with a project plan, which started with an immersion into Modern-Expo's production facilities, workforce and strategy that the company was pursuing. Afterwards, they asked for a number of interviews with Founders, Top Managers and other stakeholders.
Next, they have planned three main milestones, which were:
- Design Audit Meeting with Discussion from Modern Expo's stakeholders
- Concept Presentation with 3 concepts to decide
- Final Rebranding Presentation, where the selected concept was fully described
What was the team composition?
We worked with account manager, design director, 2 co-founders who were responsible for the strategy
Can you share any outcomes from the project that demonstrate progress or success?
We received a great response from our dealers, partners and customers. More importantly, more than 2,500 Modern Expo workers 70 countries embraced the new brand quickly and we managed to get a complete rebranding in one year. Moreover, Modern Expo and Madcats Agency received RedDot Award.
How effective was the workflow between your team and theirs?
While working on a project, Modern Expo team was delighted with communication and response from MadCats Team, which led to following cooperation to ensure that MadCats Agency would take supervision of graphical materials, including booklets, catalogs and presentations.
What did you find most impressive about this company?
We were impressed with their agility and boldness.
Are there any areas for improvement?
We were satisfied with the level of service we received.
the project
Branding for Oil & Automotive Products Company
"We liked the fact that the agency gets involved in our business, and their openness and strict adherence to deadlines."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the head of e-commers in the GPL group of companies. Our company operates in the production, distribution and sale of oils, industrial fluids and auto parts for cars and trucks.
For what projects/services did your company hire Madcats Agency?
We decided to launch the production of aerosol paints and we needed an identity for the brand.
What were your goals for this project?
Our goal is to become # 1 in the Ukrainian market of aerosol paint
How did you select Madcats Agency?
We have already released several projects with this agency, so we have chosen a reliable partner.
Describe the scope of their work in detail.
At the beginning, we discussed with the agency our target audience and product positioning in a co-competitive market. We needed to develop identity elements, in particular, the design of packaging and brand carriers, as well as assemble a brand book for further work.
What was the team composition?
We worked with a creative director, design director and two strategists.
Can you share any outcomes from the project that demonstrate progress or success?
More than 150,000 cans of paint were produced in 2020. The brand received the Red Dot Award, as well as recognition from a number of well-known resources: European Design Awards, the Dieline, Ukrainian and world media.
How effective was the workflow between your team and theirs?
Having the experience of previous communication, we quickly understood each other after conducting a preliminary briefing. As a result, after several iterations of the statements, we had a ready-made identity for the new brand.
What did you find most impressive about this company?
We liked the fact that the agency gets involved in our business, and their openness and strict adherence to deadlines.
Are there any areas for improvement?
We were completely satisfied with the performance of the tasks
This review was published on February 16, 2021.
Tetiana Herasymenko
Marketer, GPL LLC
Automotive
501-1,000 Employees
Poltava, Ukraine
$50,000 to $199,999
Mar. - Aug. 2019
Project summary:
An automotive products manufacturer hired Madcats Agency to launch a brand of motor oils. The goal was to develop a communication strategy and effectively introduce the new products to the market.
Feedback summary:
Madcats Agency's efforts resulted in higher brand visibility and a 120% increase in sales. Strategy sessions helped the team internalize the business needs of the client. They worked quickly and efficiently and were responsive throughout the engagement.
BACKGROUND
Please describe your company and your position there.
I am a marketer in group of companies GPL. The company operates in the production, distribution and sale of oils, industrial fluids and auto parts for cars and trucks.
OPPORTUNITY / CHALLENGE
For what projects/services did your company hire Madcats Agency?
We hired the agency to launch a new brand of motor oils and develop a communication strategy.
What were your goals for this project?
Our goal was to admit and bring to the market a new brand.
SOLUTION
How did you select Madcats Agency?
We did tenders among top-15 Ukrainian agencies.
Describe the project in detail.
Our company has been distributing motor oils from 60 countries to Ukraine for more than 25 years. We decided that expertise allows us to become a producer of ukrainian motor oils and technical fluids.
The lubricants market in Ukraine is oversaturated with brands, so it was necessary to create a promotion strategy. Vira is Ukrainian brand of lubricants for ordinary people. The product range includes more than 100 SKU.
What was the team composition?
We’re working with strategists, creative director, account manager, graphic and motion designers.
RESULTS & FEEDBACK
Can you share any outcomes from the project that demonstrate progress or success?
According to the results of the year, the brand became popular, sales increased by 120%. Now we are launching the All-Ukrainian advertising campaign. Also we received Red dot design award.
How effective was the workflow between your team and theirs?
The Madcats team responds quickly to our requests. Strategic sessions helps us better understand the product and find ways to address problems.
What did you find most impressive about this company?
We are impressed with their strategic and consistent approach. Their visual design and promotional concept showed their deep understanding of our business needs and customers.
Are there any areas for improvement?
The work was done quickly and efficiently
Star Ratings
Overall rating: 5
Quality: 5
Schedule: 5
Cost: 5
Willing to refer: 5
The end deliverable received a lot of great feedback from the client's dealers, partners, and customers. In less than a year, they managed to have a complete rebranding. Madcats Agency was responsive during the entire process.