Horos
Developing the positioning of a Ukrainian deep-tech startup
Drones that fly without human assistance? Autonomous flying “bots” that can perform tasks in places where an ordinary worker would never dream of going? No, this is not the plot of a utopia or a science fiction movie.
This is a modern Ukrainian product – HOROS.
Here's what we did:
About the project
The HOROS philosophy is based on the belief that work in difficult conditions should be done by robots because it is safer, cheaper and more accurate. For our part, HOROS does everything we can to help your business break new ground, no matter how difficult the task.
Positioning
The AI system created by HOROS helps drones to “understand” themselves in space and make decisions on how to reach their destination, taking into account possible dynamic physical obstacles such as other flying objects and also allows them to find the best path among static objects, such as dense forests or urban areas.
The slogan of HOROS is – “Cutting Edges”.
It is a misspelling of the phrase “Cutting Edge”, i.e. “advanced technology”, or “something very technological” and in our interpretation is closer to the translation of “Cutting Edges” like “cutting corners”, which is a reference to the very essence of technology – the ability of drones to avoid obstacles by “cutting corners”. In addition, the error tolerance is significantly higher than that of competitors – about one and a half times.
Brand identity
The basis of the visual identity is abstract motion trajectories, spiral patterns, and “strange attractors” that refer to the concept of controlled chaos, the search for the right path in a seemingly uncontrollable environment.
The color scheme, the choice of black, purple, and white, is our decision to stand out from the competition but not to fall out of the main color scheme that dominates the AI development niche.
In addition to merchandise and printing, we developed templates for SMM and presentation slides, where we aimed for a minimalist and serious design. Dynamic elements on monochromatic backgrounds at a relatively far distance from the text. This method emphasizes that the main focus is on the information. And it does not meet any obstacles on its way, just as HOROS software helps to avoid any obstacles.
Project team
Creative CEO – Vadym Gordeev
Creative direction – Oleh Svyshch
Strategy – Roman Zotov, Dmytro Shevchenko
Creative Copywrite – Volodymyr Oleshchenko
Art direction – Benjamin Kryzhanivskyi
Design – Oleksandra Petrash
