Albina Iskakova, the Acting Marketing Director of PEC: «It was important to find a solution that would allow the brand remains relevant through 5-10-15 years.»
Alexey Andreev, CEO and Managing Partner of Depot: «Such a strong brand as PEC must have a common strategic pivot. All integrated communications: design, creativity, different channels of advertising, BTL and promotion, PR-activity and much more should strictly conform to company's development strategy, cause these activities are an integral part of the brand strategy and positioning. First of all, we had to conduct an extensive research and analysis with the aim of formulating the brand strategy. As a result, we have identified three main blocks, affecting the formation of a strong brand. We found consumer insights for all target groups and analysed business objectives of the company with its strengths and weaknesses, product offering, prices and more. In addition, the competitive environment and global market trends has been studied cause all these factors (from the social to the macroeconomic) can affect the development of PEC company. Thus, consumers of all company’s services have also been segmented and fully examined.»
Alexandr Zagorsky, Creative Director of Depot: «We started with the transport, not with the logo, because the lorry side is the main advertising medium — the face of the brand. It was a defining factor while working on the identity of the company. The main task behind our team was to create a concise and flexible tool that can be scaled for different tasks. Simple and concise decision in the logo not overloaded with extra style elements became the basis for further development.»
The new corporate identity includes the further development of the company. A case in point is the emergence of new umbrella brands. The first one is a brand of a sport team PEC: Sport that has already been launched.
Albina Iskakova, the Acting Marketing Director of PEC: «Rebranding for PEC is an investment in the future of the company. Brand PEC is already known to almost all entrepreneurs of the country (the company served 1.5 million customers in the past year). Today, with access to new markets and the gradual penetration in the B2C sector, it is important for us that all people can see the consistent visual identity of our company.»