When managing multiple regional media outlets, maintaining cohesive branding while preserving local identity is a critical challenge. 5Public, a network of 50 regional media publications across Russia, partnered with OKAD Agency to execute a comprehensive rebranding and brand unification project. This case study explores how strategic branding and innovative visual solutions enhanced consistency and local appeal simultaneously.

Client’s Challenge

Before working with OKAD Agency, each 5Public outlet maintained its distinct visual identity, logo, and graphic elements, leading to brand inconsistency and operational inefficiencies. The client required a unified branding strategy that preserved local uniqueness while optimizing workflows for designers and non-designers alike.

OKAD Agency’s Strategic Approach

OKAD Agency approached the challenge through carefully structured phases:

1. Research and Concept Development

• Conducted an in-depth analysis of existing visual styles and competitive landscapes.

• Developed a concept leveraging regional maps within unified logo designs, maintaining local recognition and scalability.

2. Unified Logo Suite and Visual Identity

• Created adaptable logos incorporating simplified map elements representing each region, accompanied by distinct yet cohesive color coding.

• Ensured easy implementation by local teams regardless of design expertise.

3. Comprehensive Brand Guidelines and Templates

• Crafted detailed brand guidelines, including clear instructions on logo usage, color schemes, and graphical treatments.

• Developed flexible, user-friendly templates for over 15 content categories suitable for various social platforms like VK and Telegram.

• Designed standardized media kits and organized digital asset libraries for streamlined access and deployment.

Results and Impact

The rebranding initiative successfully unified 5Public’s regional publications, significantly enhancing brand recognition and operational efficiency. Locally adapted visual identities retained regional relevance, while standardized templates dramatically reduced production time and minimized errors across various skill levels. The structured file management and accessible media kits further streamlined internal processes and improved partnership communications.

Client feedback highlighted OKAD Agency’s ability to deliver systematic solutions, thoughtful visual strategies, and substantial operational improvements within tight deadlines.

Key Takeaways and Recommendations

• Strategic integration of localized visual elements ensures brand unity without sacrificing local identity.

• Comprehensive guidelines and scalable templates empower teams with varying design skills.

• Clear file management and media asset organization are essential for efficient branding at scale.

Why Partner with OKAD Agency?

OKAD Agency excels in full-cycle branding services, visual identity creation, and strategic implementation, especially for complex, multi-location organizations. We transform branding challenges into coherent, effective solutions that amplify your market presence and operational effectiveness.

FAQ

What is brand unification? Brand unification is aligning multiple brand elements—visual, communicational, and strategic—across various locations or subsidiaries to maintain consistent messaging and appearance.

How does regional branding preserve local identity? Regional branding incorporates localized elements, such as maps or specific cultural markers, into the overall design to maintain local relevance while achieving consistency.

Why are brand guidelines important? Brand guidelines ensure consistency, ease the onboarding of new team members, and simplify brand management across diverse teams and locations.

Can non-designers effectively manage visual branding? Yes, by utilizing clear guidelines, user-friendly templates, and structured asset libraries, non-designers can maintain consistent and professional branding effectively.