Magnit OMNI
Development boost: reinvention of Magnit OMNI employer brand
Magnit OMNI is a business group of Magnit retailer that creates a single omnichannel experience for customers, connects online and offline, and makes shopping more convenient and accessible for millions of people. Magnit operates in more than 4,000 locations and serves over 18 million customers daily. The OMNI vertical includes the Magnit Plus loyalty program, Magnit Foodtech delivery, Magnit Market marketplace, and the Magnit: Promotions and Delivery app.
As Magnit OMNI grew and constantly expanded its staff, the need to create its own employer brand from scratch and develop an EVP began to form. Networking and personal brands of top managers were no longer enough to attract new employees; candidates needed to come to the company proactively. At the same time, it was necessary to target communications and the employer brand image at motivated, highly qualified specialists, the so-called A-players, who would become the basis for the progressive growth of OMNI's human resources potential.
At the same time, the company needed to maintain a connection with the parent brand of Magnit retailer, but to differentiate itself from it. And also to maintain a balance in HR communications between the "technological" nature of the brand and the attraction of people of different profiles and professions.
To solve these complex, large-scale tasks, the team turned to the research and strategic brand consulting agency Signal (part of ONY) for the development of the EVP, and to LINII for the visual identity development.
The colleagues from Signal expressed the employer brand value proposition (EVP) with the phrase "Development boost". Subsequently, it was reflected in the creative slogan "reinventing retail and growing ourselves".
Guvenc Donmez, Director of Magnit OMNI, commented on the project: “The value proposition developed jointly with Signal and LINII allowed us to ‘package’ our culture into a single brand, and communicate it more easily, which means attracting and retaining the strongest leaders.”
The next step was the task for the LINII team: to develop an identity that would correspond to this new vision and stand out from the competition. The design team reflected the idea of development momentum in the visual solution. Thus, confident graphics with gradients and bold typefaces convey dynamism and energy.
The logo was developed with the help of a font specialist and has a unique style that complements the character of the brand.
The graphics developed by the LINII team support the theme of constant development and stand out thanks to the rich red color. In the case of OMNI, the color of the parent brand Magnit is transformed into a brighter and bolder one, conveying energy and modernity. In addition to this, the deep graphite color acts as a background, emphasizing bright accents and adding intelligence to the visual communication.
Unique illustrations are made in a contrasting black and red palette, which further emphasizes the character of the brand.
The photo style also matches the given atmosphere: close-ups of confident people are illuminated with red light, which not only highlights the identity, but also emphasizes the technological nature of the brand.
The developed identity has the potential for further development due to the expansion of the library of graphic forms. It is flexible, easy to use, and includes various elements of visual and verbal communication, divided into three audiences: business, IT and the general public. Despite this, the identity remains holistic and unified.
Yulya Plotnik, creative director of LINII commented on the project: “Identity is not just a visual design, but a powerful tool for building trust and loyalty among employees and candidates. For an employer brand, it is important that visual elements reflect the company's values, creating an atmosphere in which people want to work and develop. When identity is harmoniously combined with corporate culture, this allows you to strengthen the brand's position in the labor market and attract the best specialists.”
The project included a detailed guidebook, digital media, a page for hh.ru, a presentation template and merch, which will help us effectively implement new standards and approaches in our work.
