04 Oct 2026
Lean in Progress is an educational project born at the Progress Service footwear factory in Lviv, Ukraine. After years of applying Lean methodology within their production, the team created their own school and launched Lean Tours, helping other businesses implement a culture of continuous improvement. Therefore, the new brand identity should serve as a symbol […]
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Lean in Progress is an educational project born at the Progress Service footwear factory in Lviv, Ukraine. After years of applying Lean methodology within their production, the team created their own school and launched Lean Tours, helping other businesses implement a culture of continuous improvement. Therefore, the new brand identity should serve as a symbol of their changes and the philosophy they promote.
To create an identity that truly reflects the essence of the brand, we started with a brand sprint. The initiative’s main mission emerged: every enterprise in Ukraine should operate without waste.
The idea of production with minimal waste, rooted in Lean methodology, became the foundation for the future visual system. We were looking for a metaphor that could represent Lean and found it in the spiral. A symbol of small improvements that gradually lead to big results.
Meet Kaizi
We intentionally made the logo as simple as possible. So it could be easily drawn by hand or even in the air. Later, it got eyes and a smile and turned into Kaizi, the character who became the face of the brand. It is the simplest character in the studio’s history, created with minimal effort and graphic elements.
The rest of the identity follows the same Lean principle: use simple tools and whatever is at hand, and create with minimal effort. The system can easily be adapted for diplomas, certificates, stickers, presentations, and educational materials, while the character can change expressions and interact with the audience.
As a result, Lean in Progress received a logo within a flexible design system that is easy to use, develop, and scale without unnecessary complexity. And it became a great example of how the very essence of a company, product, or service can become the essence of its visual identity.
If your brand also needs a visual identity that stems from its essence, please get in touch with us. We’ll help you find a strong concept and turn it into a cohesive brand system.
