In a new light: Gradus presented its new identity and positioning

Gradus is updating its brand and communication strategy. The rebranding included an updated identity and a new positioning formula created by Netpeak Agency (FRACTAL Group), reflecting the company’s evolution and changes in the research market.

From measuring the “average temperature in the hospital” — to an agency for finding insights. Gradus is developing together with global markets.

Focus on insights. Today, it is no longer enough to provide data to clients quickly. There is a huge demand not only for data but also for its interpretation, turning data into insights. Therefore, the main brand element of the previous identity — the degree symbol to the left of the logo — was transformed into a Spotlight to the right. Spotlight means focused attention, bringing light, and achieving clarity of understanding.

• Orange color corresponds to the mood and philosophy of the brand: there are no problems — only tasks, and every task has its solution. However, to choose the right solution, it is important to understand the conditions, study the context, weigh the options, and find effective insights. And Gradus knows how to do this quickly, when necessary.
• Gradus has matured. Today, the agency already offers a full cycle of research, from searching for hypotheses with qualitative methods to assessing distribution with quantitative ones. This is why the brand typeface is bold.
• Global projects. Every year, starting from 2023, Gradus has been growing its portfolio of international clients, conducting research in European countries, North America, and Central Asia. That is why, following world leaders, the first letter g has become lowercase.
• Clarity and practicality. The new identity is full of hand-drawn elements. In this way, the brand emphasizes the human presence in the processes of data interpretation and insight searching, as well as the practicality of conclusions and recommendations.

Evheniya Blyznyuk, founder and CEO of Gradus, notes:

With the start of the full-scale war, we saw two major requests from our clients — for speed and for clear, very practical conclusions. Business doesn’t need another table, but confidence in a decision. We updated the brand to clearly define our role: Gradus shows not only what is happening but also why and what can be done with it at the level of management decisions.

The new brand formula From Data to Action summarizes the basic role of Gradus. The company not only records audience behavior in numbers but also translates this data into clear insights that help act faster and more confidently, confirming expert assessments with data. The positioning fixes the transition from the status of an “operational researcher” to the ambitions of a partner capable of proposing the logic of working with data and explaining complex transformations simply and strategically, highlighting important accents.

Yevhen Zingerman, Chief Strategy Officer of Netpeak Agency, said: “Before this collaboration, Gradus was our partner with whom we conducted audience research for the clients of the strategic department. And when the Gradus team came to us with the task of rebranding, we realized we had a rare chance to work on a project where on the other end is not just our partner, but we ourselves are the target audience. In fact, all the strategic work turned into a co-creation of two teams, the result of which was the new identity.”

The updated brand reinforces the main principle of Gradus: data becomes effective actions when it is provided on time and accented with a deep understanding of the client’s needs.

Worked on the project:

Qodeum — Website development

Netpeak Agency

• Yevhen Zingerman — Chief Strategy Officer, project leader
• Darya Markova — Senior Strategist
• Yelyzaveta Vnukova — Art director
• Nataliia Polishchuk — Designer
• Tetyana Yasynska — Account Manager
• Yuriy Gruzynskyy — Head of Enterprise Department