MACRO Global - Prod. by Лазарев

Introduction:

The company builds software for property developers. By the time the work started it had no visual identity: no system of marks, no rules for using them, no shared constants for websites, presentations and product interfaces.

I built the identity from scratch and wrote the guidelines for applying it.

The primary mark and the permitted colour versions — the first page of the “Logo” section.

What was done:

The marks. The primary logo, a monogram for tight spaces, product logos and product badge monograms. A construction scheme was set: a product logo is assembled from the simplified company mark and the product name in the same two-colour palette — a new product gets its mark by the scheme.

A page with product lockups and simplified monograms — Product logos: the full lockup and the simplified monogram for tight spaces.

Placement rules on light, mid-tone, uneven and dark backgrounds.

The MacroSales badge.

The MacroWeb badge.

The MacroBroker badge.

The guidelines — 24 pages, four sections. Logo: the primary version and the permitted variants, clear space, use on light, dark, even and uneven backgrounds, co-branding, what is not allowed.

Contents: the four sections of the guidelines.

The “Logo” section: usage rules and what is not allowed

Colour palette. Two brand colours with light and dark variants, a secondary pair, a nine-step grey ramp, four status colours, examples of background and text combinations.

Brand colours and the nine-step grey ramp.

Status palette: success, error, warning, information — Status colours

Typography. The primary typeface in six weights, the secondary one, a size table for headings and display styles.

Web interfaces. The spacing grid and the placement of elements, worked through on a landing page mock-up.

The primary typeface page with its weights and character set — The primary typeface and its six weights.

The secondary typeface page with its weights — The secondary typeface.

A size table for headings and display styles — The size table: h1 to h6 and four display styles.

Derived assets. Generating marks for new products, covers and avatars for LinkedIn, Telegram icons for every division of the company in a light and a dark variant.

A grid of division and product icons in a light and a dark variant — Division icons in a light and a dark variant.

A sticker pack in Telegram. The division marks don’t live only in the guidelines. Out of them I put together sets of emoji statuses for Telegram: a plain one and an adaptive one that adjusts to the other person’s theme. An employee sets the status of their product — and next to the name in a chat you can see who is on which team. The brand ends up where people write to each other every day, without a single banner.

Two sets of division emoji statuses: plain and adaptive — Two sets of emoji statuses: plain, and adaptive to the other person’s theme.

Telegram profiles: the team emoji status next to an employee's name — The status next to the name: you can see who is on which team.

The macroglobal.tech landing page. A hero screen with video, four products with their plans and add-ons, an interactive presence map, feedback, a block of representative offices. Bilingual, with a dark theme. Built on WordPress.

Video. The hero clip for the first screen and a series of clips about the products.

The products section: four cards with what each plan includes — The plans of the four products.

The official representative offices section with country cards — Representative offices: cards for the countries of presence.

The MACRO Global landing page: the whole page at desktop width.

The whole landing page at desktop width — The MACRO Global landing page: the whole page at desktop width.

The whole landing page at mobile width — The same landing page at mobile width.

Result:

All of the company’s products and around fifty client websites in nine countries are styled by these guidelines.

The guidelines file was last edited in July 2026 — which means it is in use.

My role:

The entire visual identity: marks, palette, typography, rules of use, derived assets. The company’s landing page is my work too.

Visit the site!

The company website — macroglobal.tech.