Ekaterina Kachavina 
Product Designer / Brand Designer

Cifra  

Overview 

Cifra is a high-performance sportswear brand known for its seamless, innovative, and sustainable apparel. The brand combines cutting-edge technology with fashion-forward designs to create products that cater to athletes and fitness enthusiasts. The brand’s emphasis on quality, sustainability, and style makes it a standout in the competitive sportswear industry. My role involved developing the brand identity, including the logo, brand guidelines, and the overall look and feel of the Cifra website.

Objective
The primary objective was to create a brand identity that reflects Cifra's core values: innovation, sustainability, and performance. The brand needed a visual identity that would resonate with its target audience—athletes, fitness enthusiasts, and environmentally-conscious consumers—while standing out in a crowded market.

Process
  1. Research & Discovery
    • Market Analysis: I conducted a thorough analysis of the sportswear market, identifying key competitors and studying their branding strategies. Brands like Nike, Adidas, and Lululemon were analyzed to understand their visual identities, strengths, and gaps.
    • Target Audience Profiling: The target audience was segmented into different personas, including professional athletes, gym-goers, and eco-conscious consumers. Understanding their preferences, values, and motivations was crucial for crafting a resonant brand identity.
    • Brand Values & Positioning: Cifra’s values of sustainability, innovation, and performance were defined as the pillars of the brand identity. These values needed to be visually communicated through every element of the branding.
  2. Logo Design
    • Concept Development: The logo needed to be modern, sleek, and reflective of the brand’s high-tech and eco-friendly nature. Initial sketches explored various symbols and typographic treatments that could encapsulate these ideas.
    • Final Design: The final logo design features a clean, geometric mark that subtly resembles a continuous loop, symbolizing sustainability and the seamless nature of Cifra's products. The typography is bold yet minimalist, emphasizing strength and clarity.
    • Color Palette: A color palette of deep blues and greens was chosen to represent trust, durability, and a connection to nature. These colors also stand out in the activewear market, where bright and neon colors are predominant.
  3. Brand Identity Guidelines
    • Typography: A modern, sans-serif typeface was selected to maintain a clean and professional look. The typeface needed to be versatile for both digital and print applications.
    • Imagery: The brand’s imagery guidelines focus on dynamic, action-oriented photography. Images showcase athletes in motion, highlighting the performance aspect of Cifra’s products. The imagery style is natural, avoiding overly staged or artificial looks to maintain authenticity.
    • Tone & Voice: The brand's voice is confident, motivational, and informative. It speaks directly to the athlete, encouraging them to push their limits while also educating them about the sustainable aspects of the products.
  4. Website Design
    • Look & Feel: The website was designed to be sleek, user-friendly, and visually aligned with the brand's identity. A clean, grid-based layout was used to ensure easy navigation and a seamless user experience.
    • User Experience (UX): The site is structured to guide users through a narrative that starts with Cifra's brand story and leads into the product offerings. Key UX features include intuitive navigation, fast loading times, and mobile optimization.
    • Interactive Elements: Subtle animations and interactive elements were added to enhance the user experience without overwhelming the user. These include hover effects on product images and smooth scrolling transitions.
    • E-commerce Integration: A seamless shopping experience was a priority. The product pages were designed to highlight key features, with large, high-quality images and detailed descriptions. The checkout process was streamlined to minimize friction and reduce cart abandonment.

Challenges
  • Differentiation in a Saturated Market: Creating a unique brand identity that stands out in the highly competitive sportswear market was challenging. It required a balance between innovation and familiarity to ensure the brand was both distinctive and relatable.
  • Sustainability Communication: Effectively communicating Cifra's commitment to sustainability without overwhelming the brand's performance message was crucial. The brand identity had to convey both aspects harmoniously.

Results
  • Brand Recognition: The new logo and brand identity were well-received, establishing Cifra as a recognizable and trustworthy brand in the sportswear market. The clean and modern design helped position Cifra as a leader in innovation and sustainability.
  • Increased Engagement: The website's intuitive design and interactive elements contributed to higher user engagement, with increased time spent on the site and a lower bounce rate.
  • Sales Growth: Post-launch, Cifra saw an uptick in online sales, attributed to the improved user experience and the strong, cohesive brand presence across digital platforms.

Conclusion
The development of Cifra’s brand identity was a comprehensive process that required a deep understanding of the brand’s core values and target audience. The final outcome successfully captured the essence of Cifra, creating a visual and emotional connection with consumers that emphasized both performance and sustainability. This case study showcases the power of thoughtful design and strategic branding in building a successful brand in a competitive market.

©2025 Ekaterina Kachavina, Berlin