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Technoserv - Texhocepb 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Russia
Industry/Sector: Technology, Computer, IT Consulting, Business and Professional Services
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Technoserv is the leading Russian provider of technologies in system integration, IT services and creation of engineering facilities. Technoserv was founded in 1992 to market, install and support big computer systems. Now the company’s solutions span various areas of the IT industry and engineering: IT infrastructure, networking, applications, IT audit, consulting, and outsourcing.

Challenge
Technoserv had been quickly developing by extending the scope of activity, changing the organizational structure and setting new objectives. In 2008 a new business strategy was developed. The management of Technoserv concluded that rebranding and a new definition of the company’s values were necessary. These changes necessitated the renewal of a logotype and corporate identity.

Strategy
The project began with information gathering and its analysis. The team studied the development strategy of Technoserv, its previous communications campaigns and rebranding showcases of other big IT companies. Obtained information was the basis of a new brand platform with a concept called “supple power”. A new logotype in the form of the letter “T” consisting of thin “lines of wire” connecting squares was created. The logo resembles technical charts and shows the interconnection between objects, people and servers. The corporate identity is based on the “matrix” of squares that are used in interior and exterior solutions as well as the system of navigation.

Result
A new visual image, a recognizable logotype and corporate identity finished the processes of integration within the company. In spite of a post-crisis year, Technoserv not only managed to save its unique team but also to enlarge it and to get a firm position in the field of system integration.


Credits:

Client: Technoserv
- www.technoserv.ru
Marketing Director: Svetlana Infimovskaya, PhD

Brand Strategists/Designers: BBDO Branding - www.bbdo-branding.ru
Creative Director: Mikhail Gubergrits
Senior Designers: Dimitar Gavanski, Maria Petrova
Designers: Elena Kalinina, Alexey Shtof
Managing Director: Olga Konovalova
Project Director: Petr Barannikov
Senior Strategic Manager: Olga Baturina
Analyst: Marina Gordeeva


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