[BRAND] — STUDIJA SLUČAJA
Vacom — Brand sustav, marketing i 30 maloprodajnih trgovina
Dvije godine brand i marketing dizajna za Vacom webshop, 30 fizičkih trgovina i 12+ sezonskih kataloga — održana dosljednost branda u maloprodajnoj skali.
Context
Vacom is one of Croatia’s larger consumer-technology retailers — mobile, computing, gaming consoles, TV and audio, white goods, home appliances, and power tools — operating across 30 physical stores plus a national webshop, and an authorised reseller for Apple, Samsung, Xiaomi, Lenovo, Asus, HP, LG, and Dell. The brief was to hold the brand together across that surface area: every store window, catalogue, banner, packaging insert, web banner, and seasonal campaign asset.
Brief
Run brand consistency end-to-end across digital and print. Produce the seasonal catalogues (spring, holiday, Easter, end-of-school, white goods, apartment equipment), the region-specific catalogues for individual stores (Đakovo, Dugo Selo, Gospić, Osijek, Virovitica), packaging and POS, web banners and webshop product visuals, and short-form video for social and email. Mentor junior designers inside the marketing team.
Approach
Brand consistency, not brand reinvention
Vacom’s voice is “Vaš pouzdani partner za tehnologiju” — value-driven, plain-spoken, trust-led. The work was not to redesign the brand but to keep it from drifting under deadline pressure. That meant a clear visual baseline — corporate blue mark, consistent product-card grid, predictable promo-banner geometry, the yellow date band, the red “ušteda” deal callouts — and then disciplined execution across every output.
Seasonal & regional catalogues
Twelve catalogues over the engagement, all built from the same master grid and type system:
Each catalogue was rebuilt from the same master grid and type system so customers comparing a Vacom brochure from Osijek and one from Virovitica saw the same brand — only different stock.
Retail surfaces
POS, in-store signage, packaging inserts, and large-format banners — coordinated with print partners across Croatia, on-site press checks where needed. The PackZ + GMG Color experience from prepress carried into the colour management for product photography touch-ups in InDesign.
Webshop visuals
Webshop product imagery — laptops, gaming consoles, smart watches, audio, white goods — cleaned and processed to a consistent 399×399 product crop at WebP for performance. Promotional banner sets, seasonal landing visuals, and homepage promos updated in sync with each campaign cycle.
Short-form video
Promo videos and social-media short-form for seasonal launches and product features. Same brand system, just moving — Adobe Premiere Pro for editing, Lottie for selective lightweight motion on the webshop.
Mentoring
Worked alongside junior designers inside the marketing team — file structure, brand application, print-ready hand-off, and review of incoming campaign work. The goal was for the brand to survive without me on the file.
Outcome
Two years of consistent brand application across one of Croatia’s largest consumer-tech retail networks. Twelve catalogues shipped (and downloadable above), packaging refreshes coordinated with print suppliers across the country, webshop refreshed alongside every major brand launch (Samsung Galaxy A16/S, Apple iPhone 17, Sony PlayStation 5 Slim, Nintendo Switch 2, Xiaomi Redmi Note 15 Pro), and a marketing team that can now produce a campaign asset without breaking the brand on the first deliverable.
Brand consistency at retail scale isn’t about hero campaigns — it’s about thirty stores never looking like thirty different brands.
[GALERIJA] — ODABRANE SLIKE
