My Documents — New quality of governmental services

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Problem

Since the first multifunctional service center was opened in 2007 and until 2014, technologies had been changing and service standards had been improving. However, those service centers didn't have a unified identity that could reflect those positive changes. Moreover, different visual styles were used in different regions, and some of them had gone outdated.

Objective

Our main scope was to create a unified visual identity for all multifunctional service centers that would reflect their open, democratic service-based approach and high level of governmental services for citizens.

Strategy

In order to build a new brand strategy we not only carried out extensive research of the existing service center brands, but also visited quite a few of them to study customer experience and find out what the main barriers were for people when using their services.

Insight

In a lifetime a person visits multifunctional service center in the key moments of his/her life: when turning 18, getting married, when a new kid is born, to buy an apartment or start a business.

Positioning

"Governmental services close to you on every important occasion".

Naming and tagline

The name "My Documents" fully absorbed new brand identity: open, friendly and transparent. It helped to reinforce the brand promise and its closeness to the level of service provided in commercial sector.

Tagline "For every occasion" reflects the main idea of the brand and makes it closer to its customers.

Visual identity

The new sign shows how versatile the centers are as it's comprised of: outline of the crest (stands for government), official paper (stands for the gist of the centers), sprout (stands for constant growth and development) and geolocation sign (to mark its local and global presence). Icons are linked to different life situations and serve as markers in all kinds of printed media.