Tehnosila is the original pioneer of technology retail in Russia. But over the years, Tehnosila had struggled to develop and change with its customers’ tastes, whose loyalty to the brand was starting to wane. We were tasked to help Tehnosila have the best of both worlds: an established, trustworthy reputation combined with an ability to spark bright, technologically forward ideas.
Working directly with the CEO, Ilya Tinchenko, we developed the brand idea, ‘Closer to You’, which was designed to cast Tehnosila as the local digital retailer, close to its customers both physically and emotionally. We then helped Tehnosila revolutionise its digital platforms, with particular focus on Click and Collect, which in a country as vast as Russia, gave Tehnosila a competitive advantage, personifying the idea of the ‘local online store.’
We designed an identity inspired by an idea of portal that represents the speed and ease of getting what you want, when you want it. The portal is a bridge that makes choice easy, both a physical journey and a digital one. Thus we created the iconic Tehnosila circle: a hub, a pinpoint, and a gateway into a convenient, customer-centric world.