Rostelecom. B2B segment design system
Rostelecom Business is responsible for the B2B segment, actively interacting with all business categories and offering a wide range of digital services.
We were faced with the task of developing a design system for the B2B segment that includes an extended set of tools suitable not only for indoor/outdoor placements and printed POSm, but also for digital communication.
We developed additional corporate identity elements and immediately integrated the new techniques into a campaign that would promote key digital products for businesses.
The new branded sign element was developed based on the Rostelecom logo and fits seamlessly into the corporate identity. The great variability in its use allows to create different and at the same time consistent layouts.
The new branded sign element was developed based on the Rostelecom logo and fits seamlessly into the corporate identity. The great variability in its use allows to create different and at the same time consistent layouts.
Another brand element that expresses an endless digital stream is the pattern. It consists of a series of minimalist graphics with the integration of orange blocks in the brand color of Rostelecom Orange.
In addition, we have developed a style of 3D illustrations used for the presentation of brand products and situational advertising campaigns. The illustrations are in the company's color palette and use translucent metallic textures.
The vector illustrations add emotionality to the advertising messages. They can be used as second-level communication elements and are combined with a corporate pattern.
The two main areas of the campaign are image mockups, which are relevant and understandable for business owners, and 3D creatives — relevant graphics that illustrate the functional benefits of the products. The new corporate identity was successfully implemented and works consistently across all communication channels.
