Profitable oil production is always based on accurate calculations and numerical models. One of the modern technologies that simplify production is called hydraulic fracturing, or fracking for short. This technology creates additional fractures in the oil reservoir at a depth of several kilometres to allow oil to flow more easily into the well. Calculating the correct fracture trajectory and capacity is practically a surgical job - any mistake can permanently shut off access to the field.

For more accurate calculations, Gazprom Neft, together with MIPT and other scientific organisations, has developed CyberFrac, a digital platform that simulates the fracturing process. It allows for accurate calculation of all parameters and remote control of operations in real time.

The young brand needed a well-thought-out visual system to promote itself in the domestic market and successfully enter the international market.

The work began with a search for a bright idea that would accommodate the complexity of the product, while remaining clear and easy to use. We proposed dozens of options in search of the one and two months later we found the perfect sign.

While searching for references, we realised that we could combine the physical and digital worlds. The main function of the product is simulation of hydraulic fracturing, and its basis is digital technology and precise calculations. We made a visual reference to what the process looks like inside CyberFrac – we combined thermal schemes and processing of huge data sets. The result is a metaphorical sign that reflects several meanings at once. The displaced blocks remind us of the gap itself, refer to the production growth schedule that CyberFrac will provide, and also resemble a waving flag – giving the right scale for an international player.

As the main typeface they chose a concise and neutral grotesque. And to complement it, a unique pixel font that continues the character of the graphic and can be used as an accent element.

The branded graphics are based on a pattern that continues the idea of visual style with an offset. It is dynamic and quite variable – from small to large, in vertical and horizontal versions. Due to this variation, it can be easily scaled to any media, but remains recognisable and easy to read.

In addition to the pattern, we made a 3D version of the graphics – it works great in animation and enriches the visuals.

In the photo style, we used the internal processes of oil production, as well as the people involved in the work. The blue shades are a subtle hint of the main colour of Gazprom Neft, thanks to which CyberFrac came into being.