Description

It is unacceptable for a branding agency to remain a “wheelbarrow without a wheel”. Its own brand is the first thing a potential client pays attention to.

Brand development assumes the search for the common ground between a company and consumers, the search for values that unite them. That is why at the point of impact between a consumer and a brand there is an exclamation: “Aha, that's exactly what I wanted!” This is the moment of insight and budding relationship. This is how the agency's positioning was determined — “We create the insight moments”.

Insight is:
1. The moment when an agency finds the needed idea and feels delight and satisfaction.
2. The moment when the work is presented to a client, and he realizes that this is exactly what is needed.
3. A special and subtle feeling of involvement, when the target audience understands that this brand was created just for them.

How is the moment of insight developing? A huge amount of information — thoughts and contrasting opinions — is out-of-focus. During reflection, the necessary elements step forward and form a super-concentrated point - the moment of insight. This process became the basis for the new corporate identity.

The new branding reveals the agency's main skills and strengths. At the same time, the process of brand creation and the ability to work with subtle human emotions are metaphorically described, which is easily confirmed by the COMPASS portfolio.

Thanks to the new positioning, the agency segmented its work with clients — focusing only on the business that builds emotional relationships with its audience. This allowed the agency to declare high expertise in people’s emotions, which was confirmed by the accumulated RTB.

Credits

Irina Ryabova, strategy director
Alla Tsarkova, art director, designer
Vadim Bakaldin, creative director
Rinat Galiev, creator, copywriter
Vera Semyonova, project manager
Robert Shaydullin, strategist, creator