In Kazakhstan, brands are always trying to make their advertising perfect. At our agency, we encourage clients to do things differently. To stay human. To embrace imperfections.
Problem
So we asked ourselves: how can we reflect imperfection in our identity while keeping our logo recognizable?
Solution
“Imperfect Identity” doesn’t hide imperfections. It finds them, highlights them, and makes them part of the brand. Because we’re not perfect either — and we believe advertising doesn’t have to pretend to be perfect. We want to make it honest and real. The idea became part of the agency’s entire identity: we used bad photos of our colleagues instead of perfect corporate portraits, created intentionally imperfect merch, and designed our own “imperfect” typeface, where letters randomly tilt. One of the main elements is the letter D from the SEED logo. We “dropped” it and turned it into a frame for finding imperfections around us — a stain on a T-shirt, a hole in a sock, a crack in a mug. The frame turns these imperfections into part of the agency’s communication.
