+ Polygraph
Branding the First Private Lie Detection Center in Macedonia
#CreativeStrategy #BrandIdentity #PsychologyBranding #B2CTrust #BoldBranding #Macedonia
Overview
Polygraph is the first privately owned lie detection center in Macedonia — founded by some of Europe’s most respected polygraph experts, all retired from government intelligence and security work. When they approached me, they had the experience, the credibility, and the tech — but no brand.
My task: build a bold and believable brand that would introduce polygraph testing to the private market — not just for corporations, but also for couples and personal trust cases.
The Challenge
Polygraph testing in Macedonia was largely unknown outside government use. The general public saw it as either:
Intimidating and institutional
Or something out of crime dramas and Netflix shows
The challenge was to normalize polygraph testing, build trust without fear, and position the brand as a precision-based, ethical truth service — for everything from corporate hiring to relationship confl
The Approach
I led the development of a full creative brand strategy and visual identity, designed to strike a clear, emotional chord:
Positioned Polygraph as a neutral enabler of clarity and closure — not a judge, not an enforcer
Created a brand narrative around the psychology of truth vs. deception, making the science human
Developed a bold visual identity using:
Deep blue to represent trust, calm, and truth
Bold red to represent tension, lies, and emotional heat
Designed a sharp logotype with clean typography, motion-friendly lines, and a structured layout that subtly echoed biometric data lines
Extended the identity into print, digital, and in-room experience — including signage, report designs, and privacy-forward communication templates
The Outcome
Polygraph launched successfully as Macedonia’s first private polygraph service
The brand became immediately recognizable for its truth/red vs. lie/blue duality
Helped normalize polygraph services for personal cases — especially among couples and families
Positioned the company as both scientific and emotionally aware — bridging law, HR, and human trust
Created a clear differentiation from state-run institutions, with a more approachable and modern identity
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© Hamza Najjar 2025