MacPaw.
Make useful unboring

14.05.2022

MacPaw is an Ukrainian IT company whose products are used by 36 million users worldwide. Probably every MacBook or iMac user is familiar with their Clean MyMac and Gemini apps.


But here's the problem — people know about the apps, but not about MacPaw itself.

MacPaw built great apps,

but they didn't have a big idea behind them

We wanted their applications to be loved

not just for their functionality, but for the fact that they are from MacPaw, so that with every new release people would say, 


"Oh, they’ve released something new –I definitely have to try it!"


We had to find the ‘magic features’

of MacPaw that its users love.

We do not change the world, but we change the life of each individual person


It seems like if the company today does not aim to save the world — this is something embarrassing and unsound. In fact, it is not. While everyone is concerned globally, MacPaw is changing the lives of each individual user.

People will do more useful things if we eliminate boredom from them



People will more readily perform important tasks if tedium is eliminated. Optimizing your computer is much easier if you can do it in one click, and with an easy interface.


People will love useful tasks if they find a way to make them easier, even fun.

This is exactly how 

our MacPaw communication 

strategy was born:


Make useful unboring


"Unboring" is the best word to describe MacPaw’s products, as well as the atmosphere in their office, the people and their principles.


Notably, unboring doesn't simply mean "fun" and "сheerful".

"Make useful unboring" — is about making useful things easier, simpler, faster, more beautiful and more human.

"Most importantly, Banda didn't create something airy-fairy. Instead, they relocated for a week to our office, literally ‘living’ with us, immersing themselves in our daily life and company culture.

This helped them to understand that ‘Make useful unboring’ is really how we think, work and create."



Kateryna Drobot,

MacPaw Brand Manager

banda

Creative Director:

Pavlo Vrzhesch


Creative Director:

Yegor Petrov


Head of Strategy:

Yaroslav Serdiuk


Strategists:

Hanna Bosa

Anasatsiia Pecheritsa


Copywriter:

Roman Hurbanov


Art Director:

Oleksiy Dyvysenko


Senior Account Manager:

Yevheniia Dvoretska


Account Manager:

Ira Pikalova

macpaw

Employer Brand Manager:

Kateryna Drobot


CEO & Founder:

Oleksandr Kosovan


Communications Specialist:

Ksenia Rastvorova


Designers: 

Olya Vtorenko

Oleksandr Ageev

Dmytro Novikov


CTIO:

Vira Tkachenko


CMO:

Ivan Kuziv


PR Lead:

Yulia Petrik


PMM:

Dmytro Bilkun


Recruiting Team Lead:

Oleksandra Golubieva


Operations Team Lead:

Sofia Dvoinos


Our talented colleagues and outstanding actors: 

Maxim Kukurudzak, Tatiana Timchiy, Thomas Littrell, Eugene Palash, Danilo Tkachenko, Pavel Gaydamak, Victoria Obarazh, Lyudmila Pavlenko and Anna Shenishevska

NEXT PROJECT

Ukraine NOW. Ukraine's new branding

14.05.2022