In 2019 we participated in the global rebranding of Kaspersky, which involved visual and strategic changes.

As Kaspersky team was planning the rebranding, the question came up about onboarding the growing number of employees of a huge company and explaining the strategic changes and new rules of using the updated visual style. Onboarding was important for both employees who were acquainted with the brand and the newbies. When a new member joins the team, a lot of resources are spent on onboarding as a large guide isn’t that easy to go through.  

That’s why Kaspersky asked us to create a series of short onboarding videos for the brand portal. The main aim was to make viewers undestand the information about the new brand in a concise form without going into detail.  In 2 years we created 7 videos about visual identity, logo, typography, tone of voice, strategy and a partner video.

 

Grids, fonts, colour palettes are shown dynamically and in the environment, so that they can attract attention and make learning fun. For instance, "dont’s" are visualized in a gamified format. 

Strategy videos should reflect the new look and feel of the brand, its tone of voice. Moreover, for the general rules, like "what is the new brand about?", onboarding should be carried out using comparisons. That’s why we have chosen bold metaphors for each aspect of the new brand.

Our team found it challenging to create all content in English according to the new brand positioning. It was a great experience for us, many thanks to Kaspersky team for this opportunity! 

Alyona Bystrova, Producer

Daria Bizyaeva, Producer

Oleg Ahn, Content Producer

Maria Druganova, Copywriter

Egor Myznik, Creative director and partner

Maria Pechkurenko, Art director

Irina Purtova, Art director

Maria Sinyutina, Art director

Ivan Kazak, Art director

Alia Karnaukhova, Designer

Anna Volkova, Designer

Mikhail Konovalov, Motion designer

Oxygen Production
Dmitry Rodin, Motion designer

Nikita Morozov, Kaspersky Head of Design

Kristina Branchugova, Kaspersky Group Head of Brand Communications

Roman Mironov, Kaspersky Art Director