Cases

Our team’s cases

Projects by our team: strategy and brand, research, real estate, design. In brief: the task, what we did and the outcome.

Strategy and brand

01
StrategyLoyalty

SberSpasibo

Loyalty programme strategy for 2026

Timeline: December 2025 – January 2026

Task

Grow the programme’s user base, strengthen awareness and positioning, build the value of bonuses and increase engagement.

What we did

  • Internal audit: strengths and weaknesses, marketing activities, market perception
  • External analysis: bank loyalty programmes, e-commerce, competitor activity by channel
  • Communication strategy: positioning approach and optimal channel split

Result

A complete strategy with analytical conclusions, market comparisons, a communication solution and next-step recommendations.

02
Brand strategyMedia

Parus

Brand, media and communication strategy for 2026

Timeline: December 2025 – January 2026

Task

Develop a brand strategy, including media and communication strategies, for a commercial real estate fund.

What we did

  • Market and competitor analysis
  • Stakeholder interviews: needs, barriers, motivation, the ideal product
  • Brand strategy and positioning
  • Media and communication strategy with a digital component and media plans

Result

A strategy with analytics, market comparisons, a structured communication solution, media strategy and media plans.

03
RankingsBrand

Aeroflot

Skytrax 4★ rating and Brand Finance leadership

Timeline: 2016 – 2021

Task

Achieve and retain the Skytrax 4★ rating and leadership in the Brand Finance global brand strength ranking.

What we did

  • Rating decomposition: gap analysis across 800+ Skytrax parameters
  • Investment prioritisation using a “rating weight × cost to close” matrix: 30% of initiatives delivered 70% of the score gain
  • Service redesign: standards, crew training, quality control
  • Brand perception management: communications and loyalty programmes following the Brand Finance methodology

Result

The first Russian airline to earn a Skytrax 4★ rating (2016), reconfirmed through 2021. The world’s strongest airline brand in the Brand Finance brand strength index since 2017, peaking at 92.1/100 (AAA+) in 2020. 7 Skytrax World Airline Awards wins.

04
China marketProduct

Aeroflot

No. 1 foreign carrier in China

Timeline: 2017 – 2019

Task

Secure the No. 1 position among foreign airlines in China and grow China – Europe transit via Moscow.

What we did

  • Chinese passenger segmentation: frequent flyers, tourist flow, transit
  • Product adaptation: Chinese-language service on board and in digital channels, local fare policy
  • Developing the route network and China – Europe connections via Sheremetyevo
  • Work with the frequent-flyer community and industry platforms (Flyertea, CAAC)

Result

Flyer Award “China’s Favourite Foreign Airline” three years in a row (2017–2019), over 50,000 votes. Stars Awards 2019 — best airline for China – Europe transit.

05
RankingsBrand

Sber

Systematic work with the Brand Finance ranking

Timeline: 2021 – 2026, annually

Task

Improve the objectivity of the brand’s international assessment and secure its presence in global rankings alongside the world’s largest financial brands.

What we did

  • Setting up an annual process of working with Brand Finance
  • Compiling a complete set of financial, marketing and brand data
  • Presenting the case for key metrics and business changes to the ranking’s analysts
  • Aligning data with the ranking methodology

Result

World’s No. 1 banking brand by brand strength (2021), Europe’s strongest banking brand (2022). In 2026 — the only Russian brand in the Global 500: +142 positions, from 78th to 61st in Banking 500, brand value up 47.3% year on year to $7.1bn.

Research

06
F2F surveyUzbekistan

Tashkent International Airport

Passenger survey on airport services

Timeline: March – April 2026

Task

Learn how residents of Uzbekistan aged 25–44 perceive the airport’s services.

What we did

  • Questionnaire refinement, translation and programming
  • Fieldwork, including the airport’s sterile zone
  • Delivery of results to the client

Result

A face-to-face study in a hard-to-access location, 400+ respondents.

07
Online surveyUzbekistan

Car radar detectors

Quantitative online survey in three cities

Timeline: 4 weeks, November – December

Task

Measure product and brand awareness, brand pros and cons, length of use, satisfaction and loyalty.

What we did

  • Quantitative online survey
  • Geography: Tashkent, Samarkand, Namangan

Result

A report on brand awareness and loyalty across three cities.

08
CJ auditFintech

Retail banks of Uzbekistan

Customer journey for the “Microloan” product

Timeline: June – August 2025

Task

Identify what works and what fails for a customer applying for a microloan in the mobile apps of the 10 largest retail banks.

What we did

  • Expert journey analysis: app download and registration, first login, application, product decision

Result

Detailed journey descriptions per bank, stage-by-stage comparison tables and a usability ranking based on the Digital Credit UX Index (DCUXI).

09
CJ auditFintech

Retail banks of Uzbekistan

Customer journey for the “Mortgage” product

Timeline: September – December 2025

Task

Assess the customer journey for a market-rate home mortgage at 8 banks — on both the new-build and resale markets.

What we did

  • Analysis of website sections, calls to contact centres, branch visits

Result

Journey descriptions per bank, stage comparison tables, a consolidated product and convenience ranking.

Real estate: brand and communications

10
RebrandingTashkent

Assalom residential complex

Repositioning and rebranding

Task

The original identity had no connection to local culture, and its graphics were austere. Audience: 70% from the regions, 70% Uzbek-speaking, 95% families; for 99% it is their first home.

What we did

  • Insight: first apartment, first big purchase, first family — the start of a new life
  • The letter A as a symbol of being first in both languages: easy to read and remember
  • Traditional colours, A woven into the pattern, the slogan “Yangi Hayot Tarzi — A New Way of Life”

Result

A bright, distinctive identity with strong reasons to believe for a young family audience.

11
NamingIdentity

Chorsu · MANAR

Naming and identity for a new Tashkent landmark

Task

Create the brand of a mixed-use complex on the site of the legendary Chorsu — developer MANAR’s first landmark project.

What we did

  • Continuity principle: recognisable, yet not a copy of the past
  • A logo expressing the connection to the place, respect for history and the city’s pulse
  • The complex as the developer’s calling card: hotel tower, business centre, residential buildings

Result

Chorsu returns to the city map as a significant place and sets the standard for MANAR’s next projects.

12
NamingConcept

Ming Lola residential complex

Naming and the “Thousand Tulips” concept

Task

A plot surrounded by old housing and a power plant raised doubts about aesthetics. A concept was needed to turn the location into an advantage.

What we did

  • Found the mahalla name Ming Lola — “A Thousand Tulips” — and the legend of the blue tulip that keeps happiness
  • Slogans “Baxt ichida” (Happiness inside) and “Baxt uchun ming sabab” (A thousand reasons for happiness)
  • Product rework: street furniture, facades and lobbies with tulip motifs, landscaping

Result

A memorable name and a coherent philosophy for the complex, from the name to the facades.

13
NamingCampaign

Harizma residential complex

Naming, identity and an ad campaign

Task

Bold naming and branding for a 22-building complex on Makhtumkuli Street — a new centre of attraction between the old and new parts of the city.

What we did

  • Insight: the clients are people changing their lives; the project is a move towards the new Tashkent
  • Big idea “Being first is HARIZMA!”, a signature letter i in the logo
  • Thin lines and a texture inspired by scarves; a series of prints with headlines

Result

A strong brand with solid sales that became a visible competitor in the market.

14
Positioning

Harakat residential complex

Positioning a complex for business people

Task

A project with a small courtyard and a no-frills product needed its own niche.

What we did

  • “Home as a base” positioning for people on the move: entrepreneurs, managers, specialists
  • Service logic: a café for meetings, laundry and dry cleaning, concierge, underground parking
  • The location between old and new Tashkent as a rational choice for living and investing

Result

A clear image of a complex “charged for movement”, without competing with the family-oriented Harizma.

15
CampaignPremium

Golden Tower · Golden House

Premium campaign “Everything here is on another level”

Task

Launch a premium property with innovative solutions that sets a new bar for the Uzbek market.

What we did

  • Big idea: Golden Tower — a new golden age of Tashkent, high goals and ambitions
  • Teaser: golden billboards across the city with headlines “High status — high standards”
  • Reveal stage: rotating slogans “Design on another level”, “Technology on another level”, “Style on another level”

Result

A recognisable campaign for a status audience with a single slogan across all media.

16
Video

Oz Mahal · Golden House

Script and production of an image video

Task

A video for the developer’s flagship project.

What we did

  • A script built on the values of the mahalla as part of Uzbek identity, carried into the present day
  • Starring Sevara Nazarkhan
  • The idea “Building the future with respect for the past. Oz Mahal is my new mahalla”

Result

An image video linking tradition and a modern product.

17
CommunicationPremium

Infinity residential complex

Headlines and communication for five buildings

Task

Develop communication for the complex and each of its buildings: Aer, Aqua, Spirit, Terra, Ignis.

What we did

  • Big idea “Infinite superiority”
  • A series of images: “For those bathing in luxury”, “For those who conquered the peaks”, “For the strong in spirit”, “For those who light the stars”, “For those soaring in the clouds”

Result

A unified premium communication system with a character of its own for each building.

18
RepositioningCampaign

Yuntolovo · Glavstroy SPb

Repositioning into the comfort class

Timeline: 2017 – 2018

Task

Launch new phases in the comfort class and stand out from competitors located closer to the metro.

What we did

  • The “Nature within the city” concept: proximity to a nature reserve turned into the main advantage
  • A series of ads about Stepan the raccoon — on TV, online, outdoor and in public transport
  • Moving away from a formulaic list of benefits towards an emotional story

Result

Over 3.5m views, 34% completion rate (3× the category norm). Awareness +30% in one wave, +56% in key segments, purchase intent +20%, search queries +70%. Sales +12% by the end of 2018, calls tripled — on a third of the 2016 campaign’s budget.

19
CampaignAudio

Severnaya Dolina

Omnichannel concept “Everything in the complex”

Task

A creative concept for one of the largest residential districts of St Petersburg.

What we did

  • Key idea and slogan “Everything in the complex”, video scripts and creative supervision
  • Audio ads changing by time of day and day of the week: cafés in the morning, fitness in the evening, parks on Fridays

Result

According to TNS research — the most successful campaign in the project’s history.

Design and identity

20
Identity

CODEX

Corporate identity and gear

21
BrandingFranchise

Myata Lounge

Branding and franchise launch

22
Identity

DigitalRazor

Logo and corporate identity

23
Packaging

Sifat Sut

Packaging

24
Infographics

Tashkent Metro

Map concept

25
Outdoor

Nasibtour

Outdoor advertising

26
Event

CARO

Congress design

Contact

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