MacPaw is a 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.

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.

It seems that 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 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.

"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