Year of changes
We are 10 years old. Despite all the geopolitical difficulties, the team reached Sri Lanka and celebrated the anniversary. Everyone lived in a villa, practiced yoga and meditation at dawn, went on safaris and temples, surfed in the ocean, tasted exotic fruits, shared goals and innermost desires, and also planned the development of the agency in the coming years.
At the beginning of the year, we were inspired by new technologies and ideas at Expo 2020 in Dubai. Together with Hummingbird Coffee, they held a Roasters' Village in winter Sakhalin and sunny Brazil. Proved our expertise in the international markets in Armenia, Croatia, Bulgaria, Moldova and Romania during business trips.
We began to go beyond traditional branding and tried on the roles of business consultants, partners and co-organizers.
A strong strategist with an international background came to us - Polina Vasilyeva. Together with Inessa Genkina, they formed a strategic department and carried out several major projects.
The New Business Department was strengthened by the addition of Christina Andranaki to the team. We stopped participating in free creative pitches and openly express our position.
The company is becoming truly international: we have representatives in many countries. We will not hide that all 12 months were not easy in terms of mood and stress resistance. In response to the current situation in the agency, the idea was born to create weekly issues of the electronic wall newspaper titled Listok. This periodical is only for employees and is being produced inhouse.
A couple of months later, Bookvoed took gold in the Shop Design nomination, as well as silver in the “Customer experience / Project of the year” in the Retail Week Awards industry competition.
Throughout the year, we continued to work with large retailers VkusVill and X5 Group and released large-scale ecosystems for them.
The strategic department proved itself on large projects. The former Finnish paint factory Teknos, currently Talatu, has undergone a rebranding. At the strategy development stage, we did a brand audit, interviewed the team, and analyzed not only the global, but also the Russian market. In a very short time, several positioning hypotheses were developed.
A large and complex project to develop positioning, a brand platform and a communication strategy for the premium network retailer Technopark also got into the LINII client list.
Cooperation with Bomba the Moldovan electronics retailer is in full swing. During this year, together with the researchers, an analysis was carried out on the segmentation of the target audience, a number of in-depth interviews, as well as a large strategic workshop on the study of benchmarks.
We launched the Mnogo Lososya chain, which is actively opening in X5 Group stores. The task for LINII was to develop a retail concept for formats of different sizes and functionality. The point on Leninsky Prospekt in Perekrestok has already opened in a completely new design, and our teams celebrated this event with a joint dinner and discussion of the case, which is planned for release in 2023.
We became real coffee lovers: we organized the Roasters’ Village in partnership, spoke at PIR Coffee and other industry events, wrote articles for the Coffee and Tea Russian magazine.
After winning the POPAI Russia Awards and the Russian Retail Week Awards, Bookvoed returned to us to develop additional 3D visualizations for the previously developed retail concept of store space design.
This year we have resumed cooperation with Chitai-Gorod. In the development process, retail and several tasks, which we cannot disclose yet.
We completed the rebranding of XFIT fitness clubs. In addition to the development of a successor logo, indoor and outdoor media were developed that correspond to the premium and architecture of the network's sub-brands.
As we enter 2023, we are dreaming of world peace and even more cool retail projects.