МТС x ONY: 2 года ребрендинга, этапы создания бренд-платформы и «смерть яйца»

"The most difficult part of major rebrandings is always making sure everyone understands you in the same way." This year, MTS carried out a major rebranding and completely updated its visual language. In our special video podcast episode, we spoke with Mila Melkina, Chief Strategy Officer at Signal (part of ONY), and Ksenia Sergacheva, Director of Brand Operations at MTS, about how MTS's two-year rebranding project was structured. Why a new brand was needed, how common principles and guidelines were developed for all ecosystem products, what were the stages of creating the brand platform, and how the brand's character is reflected in the interface and copy. Signal (part of ONY) is currently seeking new staff members and project partners—strategists who will be regularly invited to participate in projects. Details at the link: https://t.me/onyagency/372 Timecodes: 0:01 - Introduction to the speakers, the need for a brand platform, and the complexity of rebranding 8:03 - About the team and mutual understanding, strategic development, and brand positioning 23:07 - About the decision to rebrand 29:49 - General principles for all products, design system, and guidelines 35:55 ​​- Stages of creating a brand platform 48:14 - How brand character is reflected in the interface, copywriting, and products 57:30 - Updated elements, key attributes of brand recognition, and the rebranding adaptation process 1:02:38 - About the roles of strategists, the importance of an outside perspective, and collaboration with designers 1:15:04 - Reasons for updating and brand relevance ONY Telegram channel: https://t.me/onyagency ONY Instagram: https://www.instagram.com/onyagency?i... Website: https://bangbangeducation.ru VK: https://vk.com/bbe.education Telegram: https://t.me/bbe_schoo (*Instagram is banned in Russia)