Branding and communications development: a comprehensive project for M2_Connect, a digital service provider

The connection between tech and human

M2_Connect is a forward-looking digital service provider to Russia’s North Ossetia. The ambition of the brand’s founders was not only to introduce local audiences to an innovative approach to telecoms services — what they wanted was winning the market as thought leaders, technology pioneers and commitment champions.

Ou task was to communicate the brand’s unique attitude through a visual identity system and prepare the first ad flight to announce the arrival of the new provider.

Idea

In a digital race, the main thing is to stay connected with the very people you are working for. Technology brings people together and makes the world a better place. The bond between humans and tech was the simple yet powerful idea that became the core metaphor of the new brand’s visual identity.

Dynamic visual identity

To support the idea of connection, we created a dynamic logo. We used an underscore character to join together the two parts of the name: a bright digital gradient came to represent the company’s digital leadership.

The gradient line that can change depending on the format and context became the signature visual element that is used on all kinds of collateral, from letterheads and business cards to gifts and digital equipment packaging designs. The line can turn into a short segment or a curve; it can stretch or shrink thus epitomizing M2_Сonnect's flexibility in business.

Brand style guide

The brand’s visual identity system was summarized in the brand style guide. This is a document that establishes the framework for properly using the visual identity and includes instruction on adapting the key visual identity elements to different media.

For instance, the brand style guide offers solutions for transforming the gradient line into graphic form, pictograms and cohesive visuals to make creating future marketing and promotional materials much easier.

Advertising campaign

To announce the arrival of the new provider, we crafted a marketing campaign around the message "We care for your internet experience as if you were family" that perfectly sums up the way M2_Connect treats all of its clients. Indeed, a company seeking to win the market in North Ossetia needs to show up for every customer as if they were family, and this is exactly why the company’s top priority is to offer a digital product it can really be proud of.

Hello, new internet!

There’s no second chance for a first impression. This is why we announced the arrival of a new provider with a series of messages that communicated the benefits of the new internet. Fast connection, high quality, straightforward plans — М2_Connect treats you as if you are family.

As if you were family

We decided that the second part of the campaign had to amplify this idea, so we came up with a powerful visual device. In the center of the artwork we placed real photos of local residents, so the friends, friends of friends, relatives and neighbors of the people behind M2_Connect became the main characters of the advertising campaign.