Naumen

Developing an HR brand for a Russian IT company

Client

Naumen is a Russian IT company specializing in the development of software solutions for business and government agencies

Services

Research
HR brand platform
Global positioning slogan
Brand legend
Brand identity concept
Brand identity carriers
Brand book

Research

Naumen, which serves over 200 million users, approached us to update its HR brand following a large-scale rebranding in 2021. Our task was to develop both external and internal communications, as well as update the corporate culture to improve employee understanding and perception.

We began the process with market research, competitor analysis, trend analysis, and a qualitative study of the target audience. We conducted research using in-depth interviews and the metaphor technique. This approach allowed us to see the world from the respondents' perspective without rationalization. Our findings indicate that Naumen embodies characteristics of two role models: a Cohesive Employer that is active and flexible, and a Reformer Employer that prioritizes innovation. After analyzing the HR brand's communications, we recommend adding lightness, emotionality, and dynamics to strengthen the brand's unique strengths.

We have identified three audiences: Dreamers - young, peace-loving individuals in need of support for growth, Entrepreneurs - inspiring leaders who expect fair rewards from their teams, and Mentors - experienced individuals who adhere to work rules for predictability. We have developed a unique value proposition for each audience group. The Dreamers generate and broadcast ideas, maintain harmony and ideals. The Entrepreneurs filter and implement ideas, and develop processes. The Mentors support the social, economic, and cultural processes necessary for the entire company, transfer knowledge, and provide a sense of security.

Brand slogan

The company's new philosophy is emphasized through its verbal and visual communications. The slogan Dream. Create. Change the world for the better is dynamic and allows for modules to be supplemented and swapped. This format enables the creation of communication messages tailored to the company's specific goals and highlights specific brand advantages based on the audience's request.

Realization

The visual elements, such as social media designs and corporate materials, have been adapted to showcase a new brand concept centered around innovation and harmony. The visual concept is based on images of new worlds and the elements that compose them. The Naumen master brand's existing color scheme seamlessly aligns with this concept.

At the final stage, we developed several conceptual ideas. These included a Welcome pack for new employees and various stickers to strengthen the HR brand in the future.