EYE-TRACKING IDENTITY: Association of Communication Agencies of Russia rebranding HD

Russian Association of Communication Agencies (RACA) was founded in 1993 and its identity hasn’t changed up to now. It became quite archaic ¬and fall short of being the reflection of the NGO’s present-day activities. To ginger up RACA’s identity without forgetting about continuity, we kept its central symbol – an eye. But instead of being an image it turned into an instrument for the new identity creation. With the help of eye-tracking system we measured how people look at existing RACA communication materials — and used these real eye traces to create new design for similar RACA materials. The new identity keeps the link with RACA’s history and pays tribute to progress, showing that RACA knows everything about current marketing and communication technologies. CREDITS Agency: Depot WPF Music: Chris Zabriskie — Air Hockey Saloon