Irony Production

An orbital O defines the wordmark. Planets and trajectories carry its logic into the graphics, while dark space and bright blue accents connect different compositions. The identity remains recognisable in a short message and in a fuller account of the agency.

Ilya Kutoboy’s illustrations turn the metaphor into a visual language of its own. Satellites, antennas and research craft share simple geometric forms and a common palette. These elements can form new scenes while retaining the agency’s character.

The spaceport opens in cross-section, revealing researchers, engineers and astronauts at work. The illustration makes the agency’s inner life visible: different specialists preparing one launch. The same world connects communication about the team, services and projects.

The agency presentation uses this space world to guide the story through an introduction, disciplines, projects and team. A flying saucer marks the move into the portfolio. It is one application of the identity, using illustration for navigation and a consistent tone.

In “They thought about it and sat like humans”, familiar scenes become quietly absurd: a cat, a holiday and even an unborn child are valued by their potential likes. We brought social media’s logic into everyday life to show how the anticipation of other people’s reactions begins to shape personal choices.

Popularity counters appear in a dance class. A waiter recommends the dessert that performs best in a feed. A travel agent bundles likes with a holiday, while a tattoo artist chooses a design for its chances of being shared. Each scene works on its own and develops the series’ central idea.

The eight-image series ends with a mirror bought for selfies and a wedding staged for a post. The irony depends on image and line working together. I selected the illustrator and directed the visual work so that each scene aligned with Misha Kafanov’s copy.

Following the attention the series received, I spoke with Nikita Likhachev for TJournal about becoming a designer, working at Irony Production and making this campaign: from choosing an illustrator to bringing copy and image into one story. The interview was published on 14 November 2013; an archived version is linked below.