The leading cyber-security software developer decided to carry out a global rebranding. Visual system, brand positioning and main brand elements were renewed. 

We were commissioned to assist the new brand launch using the visual identity concept developed by Moving Brands. 

Kaspersky is more than just antivirus software. It is a look at the future where even the possibility of cyber-threat is impossible; where technology serves people and opens endless perspectives for them to explore. New identity is based on a visual concept that combines the engineering spirit of the company and the new vision of security - cyber-immunity. 

For gradual implementation of the new visual style we created guidelines explaining how to work with basic brand elements, colors and anything relevant for the launch. We also developed layouts and graphic materials to show how the new style worked. Documentation of the new graphic principles helped create communication materials and linked design to the new brand platform. 

English and Russian brand guides have interactive digital versions created for company’s brand portal. The tool kit for presentations was refreshed in accordance with the new brand identity and values.  

For brand launch we created a video that explained the main changes and showed the new direction of brand’s development. 

We got immediate result with brand awareness and consideration uplifts across markets, leading to immediate YOY sales uplifts. 

1. Increase in Total Brand Awareness by 4%.

2. Brand Consideration increase by 3% across exposed market.

3. Youtube BrandLift study in selected markets showed strong ad recall. 

We are happy to share that this project got silver award in "Rebranding" category at White Square festival in July 2020.

Project team:

Egor Myznik, Creative Director

Alyona Naumova, Producer

Mariya Sinyutina, Art Director

Oleg Ahn, Content Producer

Andrey Zhaglin, Art Director

Mikhail Konovalov, Motion Designer

Andrew Winton, Head of Marketing at Kaspersky

Tatyana Mramornova, Head of Brand Development Dept at Kaspersky

Kristina Branchugova, Head of Brand Communications at Kaspersky

Denis Khromov, Senior Manager of Brand Communications at Kaspersky 

Nikita Morozov, Design Director at Kaspersky

Sean Murphy, Moving Brands

Minni Lakotieva, Moving Brands