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Rebranding
Positioning
Logo
Identity
A comprehensive rebranding project for Rusgranit
A tectonic shift in the natural stone market
Rusgranit has been a part of the natural materials market as a supplier and wholesaler of natural stone. For years, the industry was very tradition-bound: it was largely dominated by the "lowest bidder wins" philosophy with short-term goals prevailing over long-term benefits. More recently, the industry landscape has been reshaped by new players entering the market and challenging the ‘old guard'. Rusgranit’s ambition is to drive the change in the industry by becoming the epitome of long-term ties with partners and a responsible, contemporary and technology-driven approach.
Our task was to translate the company’s ambition into a new positioning platform, as well as to create a visual identity that would adequately reflect the brand’s image as a game changer.
Our task was to translate the company’s ambition into a new positioning platform, as well as to create a visual identity that would adequately reflect the brand’s image as a game changer.
A tectonic shift in the natural stone market
Our task was to translate the company’s ambition into a new positioning platform, as well as to create a visual identity that would adequately reflect the brand’s image as a game changer.
Rusgranit has been a part of the natural materials market as a supplier and wholesaler of natural stone. For years, the industry was very tradition-bound: it was largely dominated by the "lowest bidder wins" philosophy with short-term goals prevailing over long-term benefits. More recently, the industry landscape has been reshaped by new players entering the market and challenging the ‘old guard'. Rusgranit’s ambition is to drive the change in the industry by becoming the epitome of long-term ties with partners and a responsible, contemporary and technology-driven approach.
Idea
Rusgranit is an epitome of leading by example: it has paved the way to the future for any business that seeks change and is looking to reinvent its image in the industry. This is why we needed to deliver the right imagery to support the idea of true leadership and turn the brand’s visual identity into a powerful tool for inspiring change.
A relentless commitment to its principles has enabled the brand to actually create a new business culture — this was the idea that we chose as the point of departure for building the brand’s new positioning.
A relentless commitment to its principles has enabled the brand to actually create a new business culture — this was the idea that we chose as the point of departure for building the brand’s new positioning.
Logo
Rusgranit is a brand that comes across as confident. It definitely has a backbone and spells leadership and assertiveness. We used this idea as the starting point to create the logo. A rigid letter "Г" that sits inside the letter "Р" serves as the sturdy frame that anchors muscles.
Visual identity
The visual identity solution perfectly captures the spirit of the brand as a modern free-thinker and innovator seeking to transform the market from within. The bold orange we proposed as the corporate color feels like a very uncommon choice for the industry, yet it was totally intentional — this is exactly what you’d expect of a true leader: busting the stereotypes and setting the trends instead of just following them.
Super mark
A unique symbol derived from the logo becomes an important graphic element of the visual identity. It appears as large as possible on all kinds of collateral and comes across as really bold and assertive to communicate the idea of power and confidence as well as the company’s ambition to push the borders and build a new culture in what seems to be a tradition-bound market.
Brand book
All the core semantic and visual elements of the brand’s new identity were formalized in the brand book that the lays down the basics of using the visual identity and offers recommendations on adapting the key elements of the visual identity for all kinds of corporate and marketing collateral.
Branding and communications development: a comprehensive project for M2_Connect, a digital service provider
To work out a positioning platform for a new hockey team from Uzbekistan
Logo redesign and new corporate style development for Bank of Russia — the Central Bank of the Russian Federation