(01) Project Definition
The Pomeranian Regional Development Agency manages the Słupsk Special Economic Zone and the Słupsk Technology Incubator. Three brands operated alongside one another but did not form a clearly recognizable family. PARR was also sometimes confused with other institutions with similar profiles. The rebrand aimed to strengthen recognition, clarify the relationships between the brands and create a shared identity system.
(02) Tactical Analysis
The key question was which elements should connect all three brands and where each needed greater autonomy. We retained the recognizable seagull symbol as a point of continuity. Rather than building the system around an entirely new logo, we used its form as the foundation for the identity of the entire brand family.
(03) Strategy
After analysing several possible models, the client selected a Branded House architecture: PARR as the master brand, with SSSE and SIT as sub-brands within one family. The logos share a common construction, and related visual motifs connect the three brands while giving each one its own visual code and communication focus.
(04) Big Idea
We redrew the PARR seagull symbol in dynamic flight, preserving continuity with the previous identity. From that shape came three visual motifs: a wave for PARR, circles for the Słupsk Special Economic Zone, straight lines for the Słupsk Technology Incubator. Each brand received its own visual language, while all three remain connected through the same underlying form.
(05) Activation
Those motifs now run through documents, presentations, event materials, and digital communication. Waves, circles, and straight lines distinguish PARR, SSSE, and SIT, while the shared logo geometry and compositional principles signal that they belong to one brand family.
