22.10.2018 Saffron Brand Consultants

Transforming Russia's digital landscape.

Rostelecom connects people across Russia through the largest telecoms infrastructure and services network in the country. With over 170,000 employees spread across the world’s largest country, they serve consumer households, business and government.


The technological landscape is constantly changing, with new agile competitors and fresh challenges and opportunities in the market. Rostelecom’s business strategy has been redefined, evolving to focus on building an ecosystem of digital services designed for mass market, B2B and B2G audiences.


Digital access to what you need

Rostelecom’s target audience expect simplicity and reliability from digital providers. With this and the newly developed service range in mind, Saffron and Bootleg BBDO defined a new brand idea for Rostelecom: ‘Digital access to what you need’.


For a consumer, this means more than access to hundreds of TV channels. It’s a cosy night in with the family watching a movie. For a business customer, it’s not just a cloud service, it’s the successful launch of a beta start-up. For the state, it’s offering healthcare and education services that reach people wherever they are.


Whether they live in Moscow or a village in Siberia, their choices and uniqueness are enabled through Rostelecom’s ecosystem, bringing them closer to new experiences and inspiration.


A symbol of change

We developed a visual identity based on the brand idea of revealing the other side. On one side is you, and on the other side, the experiences or content you want to access. The people you want to catch up with. The information you need to be kept safe.


The typical approach of limiting colour usage to a restricted primary and secondary palette was not applied to Rostelecom’s new visual identity. In fact, as many colour combinations as possible were identified to complement the logo’s core purple and orange. This gave the brand expression a modern update, and an advantage in the market, marking it out as the colourful brand in a sea of mono-chromatic competitors. It also allows the expression to work in a wide array of contexts by creating conversations subtly categorised through colour selection.


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