Description

Situation:
TDI Group has been in the market for over 18 years. While younger agencies are seen as digital natives, agencies like TDI are often perceived as mammoths from the Stone Age.
Goal:
to turn the «outdated» mammoths stereotype into a competitive advantage.
Idea:
if life hands you a «stone», turn it into a piece of art.
Solution:
we developed a new brand identity called Stone Age 2.0 — a self-ironic take on the agency’s «ancient» roots, highlighting its evolution and adaptability.
The logo, color palette, and typography were redesigned with stone textures and «primitive» symbols, cleverly combined with modern graphic elements.
The brand voice took on a more ironic and playful tone.
Results:
1. Within the first 3 months post-rebranding, the query “TDI communications group” generated 10.8M reach, 70+ earned mentions, and 2,482 engagements.
2. Website traffic increased 1.5x over 3 months — without paid media.
3. Telegram subscriber base grew 10x.
4. Inbound branding inquiries rose by 55%.
Presentation date - May 30, 2025

Credits

Natalia Orlova - Managing partner of TDI Group
Sergey Filazapovich - Creative Director
Tatiana Valkevich - CEO TDI Group Russia
Anna Kulysova - Head of Branding and Advertising Communications
Vera Ivanova - Art director
Anastasia Chervyakova - Brand manager