Once upon a time, in the not-so-distant year of 2016, Sub Kultura was born out of the sheer necessity to write invoices. But like a quirky sidekick in a superhero movie, what started as a mundane task blossomed into a creative haven. Thanks to our amazing clients, I now wear many hats—Art Director, Creative Director, and occasional coffee-maker. This journey has been nothing short of thrilling and enlightening. However, like the old saying goes, "The cobbler’s children have no shoes," Sub Kultura was running around barefoot for quite a while. But guess what? 2024 is the year we slip into some snazzy new shoes, complete with a brand strategy and a fresh visual identity that perfectly fits who we are and what we've become.
The Meaning of Sub Kultura
Now, let’s get a bit intellectual. A subculture is a group within a larger cultural society that sets itself apart from mainstream values, often sticking to some unique founding principles. These subcultures craft their own norms and values, marching to the beat of their own drum."But how does this relate to a business?" you ask. Excellent question, dear reader! Let me explain.Every company is essentially its own subculture, with its own "laws" and rules of conduct. So, when you create a logo for a company, you're essentially designing a badge for a specific subculture."But designers don't just make logos!" you protest. Correct! We can put everything into a subculture context. :D
Brand Strategy: Defining the subculture and plotting the game plan.
Logo/Identity: The visual emblem for the group of people working within this subculture.
Packaging: A way to reach the subgroup of people who use the product—a subculture in itself. :D
And so on, and so forth.
So, you could say Sub Kultura is a visualizer of subcultures. :DIf your subculture needs a refresh or you want to create a new subculture for your clients, get in touch with me. Together, we’ll find the perfect solution for your needs.
Picture this: it's '94 or '95, and young Martin, only 9 or 10 years old, decides he's going to the big city to attend Art School, graduate, and then head to The Estonian Academy of Arts (EKA). Fast forward a couple of years, and his family actually moves to the city, and Martin starts his journey at the Kopli Art School. The next step? EKA, with dreams of design. He even took a few courses at EKA while still in high school to get a head start.
But then, at the end of 12th grade, a plot twist—math, his arch-nemesis, rears its ugly head. His math score was a big, fat zero (well, actually it was 18 points in the first part and 2 in the second, so technically I could've passed, but that year you needed 20 points in the first part to pass, and I had 20 points combined), and he didn't graduate with his classmates because he had to retake the exam. The next year, he prepped at Tallinn University, but nope, still not enough. So, another year goes by. On the third attempt, just a week or so before the math exam, Martin went to his friend Alvin (Alvin Järving / Architect @ Architect Must). Thanks to Alvin's magical math powers, Martin finally cracked it and graduated high school.
So, EKA next, right? Wrong! Turns out, EKA doesn't care about your charm or passion—they want high exam scores. Martin was told he could apply, but they wouldn't accept him. Not one for pointless endeavors, Martin wondered, "What now?" Disappointed that he couldn’t attend his dream school, he moped around until a friend suggested the Layout and Design department at Tallinn Polytechnic. There, he could gain practical skills and learn a trade. So, he did—two years later, he graduated as one of the top students in his class, feeling pretty proud of himself.
After that, he applied to various places, encountering the usual career rollercoaster: some found him lacking, others thought he was overqualified, until finally, someone took him in. While working in various roles, he always had a side gig. Eventually, he had to start invoicing for his work. Thus, Sub Kultura was born in 2016. For the last eight years, it existed quietly in the background until 2024, when Martin had an epiphany: why let his baby just exist without defining it clearly?
"My deepest apologies, Sub Kultura, for neglecting you. You are so much more than just an invoicing tool." It was time to dig out years of experience and mold it into a unified entity. But something was missing. Yes, he could create beautiful things and use the right tools, but there was still a missing piece: a GAME PLAN. But how do you create one? He'd never needed one before. No worries—he would learn. And so, among everything else he had picked up over the years, he also mastered something called BRAND STRATEGY.
And here we are today. You've just taken the time to read this, so THANK YOU for finding the time :)
Curious about how Sub Kultura's rebranding went? Check out the case study HERE.
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martin@subkultura.ee
Let's co-create.
