Partkom: trust and honesty in the world of auto parts
The auto parts market in Russia is developing rapidly. At the same time, high competition between distributors and marketplaces intensifies the fight for customer trust. For Partkom, one of the leading players in the market, the key challenge was to build a strong identity and communication platform that would help take a leading position and scale the e-commerce direction.
The LINII agency was brought in to develop a brand platform and communication strategy. The main task was to create a brand image that would combine professional reliability and honesty with accessibility and humanity in communication with clients.
The agency's strategists outlined the role of the brand: "A reliable partner and like-minded person who helps clients confidently interact with the world of cars, ready to take responsibility and support in difficult times."
The hero conveys perseverance and the ability to overcome difficulties, the desire for self-improvement and proving one's worth. The Nice Guy forms strong social connections based on simple human values.
The Hero archetype is presented through a dynamic element of the flag, made in a grotesque style. This element visually focuses attention on the brand, using active and bright colors. This approach creates a sense of strength and determination, which contributes to the formation of a positive image.
The Nice Guy archetype is manifested in the image photo style and verbal communication. The photo style uses images of ordinary service workers, taken in their natural environment - workshops and garages. Point light sources emphasize important details, creating an atmosphere of sincerity. The color scheme is predominantly monochrome with brown shades, giving the works depth and expressiveness.
The emphasis is on sincerity and honesty of communication with clients. The brand positions itself as a friend and comrade who is always ready to help and explain everything, using simple and understandable words.
The brand's communication platform sounds like: "The best solutions for professionals and car enthusiasts from "Partkom Pit Crew". The brand creates an individual set of solutions adapted to specific requests and needs of customers, taking into account their characteristics and competitive field.
The new brand platform has strengthened the competitive advantages of "Partkom", allowed the company to take the position of an honest and open market player and became the basis for the development of the e-commerce platform.
