Sellekta designed a new identity for Deus 53, a detailing studio from Kyiv that pairs a high level of service with a complex, systematic approach to car care. Before it went to market the studio needed to look as precise and established as the work itself — without losing the hands-on character that sets it apart.
The Problem
A strong craft can get lost when the product, the market and the brand tell different stories. Deus 53 had built a reputation through the quality of its work, but that reputation lived mostly in word of mouth and scattered photos of finished cars.
Solution
The identity was built around a service-manual logic: coded markers, indexes and process labels that mirror how detailing work is actually tracked on the floor. The primary D53 monogram works as a stamp across the system, while brackets, arrows and superscripts reference stages, procedures and control points.
A tight palette of black, off-white and a single signal yellow keeps everything legible and precise. Every touchpoint — from a garage door to a QC pass on a garment tag — is numbered and coded, so the brand reads like a working document rather than a decorative layer applied on top.
The type system leans on a monospaced technical face for the coding and a tighter grotesque for headlines, giving the studio a voice that is exact without feeling cold.
Results
Integrated with the brand, the system scales from signage and garments to documentation and e-commerce. The result reads as one direction — clear, technical and confident — across every place the product meets its audience.
Just as important, the framework is built to grow: new services, packages and product drops slot into the same coded structure without a redesign, so the identity keeps doing its job long after launch.
