d2c stores and marketplaces operator
Until 2022, the company consisted of two businesses: Giper LLC has been engaged in system distribution of household appliances, electronics and DIY for 18 years, and Firm Integrated Solutions (FIM) LLC - in launching, operational management of online stores and marketplace.
The goal is to unite both business units under a single brand giper.fm without losing the identity of Giper and emphasizing the strengths of the younger and more promising FIM business.
The goal is to unite both business units under a single brand giper.fm without losing the identity of Giper and emphasizing the strengths of the younger and more promising FIM business.
target audiences
The giper.fm brand targets 3 audiences at once:
1. Clients - international companies, LPRs - executives responsible for Internet marketing.
2. Employees - I.T. specialists and Internet marketers 25-30 years old, “zoomers”.
3. Partners - banks, suppliers.
The evaluation of the company's strengths as an employer was made on the basis of an existing audit of HR processes, and the perception of the brand - through interviews with key customers.
1. Clients - international companies, LPRs - executives responsible for Internet marketing.
2. Employees - I.T. specialists and Internet marketers 25-30 years old, “zoomers”.
3. Partners - banks, suppliers.
The evaluation of the company's strengths as an employer was made on the basis of an existing audit of HR processes, and the perception of the brand - through interviews with key customers.
It was the customers who prompted the reason to believe, which would form the basis of the brand DNA and become the content on the website
The guys from Giper are an example of the entrepreneurial spirit. Ambitious, they feel where the wind is blowing and are ready to adapt to changing conditions. Giper knows how to work in sprints like a real efficient IT company: they always respond to any tests, have the technical ability to implement quickly, demonstrate flexibility and the ability to do a lot of work in a short period of time. We ourselves do not take out the number of tasks, everything gets lost, nothing gets done; Giper, on the other hand, completed about 2000 IT tasks in a year - a good step towards optimization.
12 years of growing together. Giper is highly engaged, proactive, flexible, scalable. I have something to compare it with: Giper got us on marketplace in 3 weeks, while we couldn't go direct for months. Their commission pays for itself in speed and efficiency, inhouse such work is more expensive.
In 12 years of working together we have made 10 online stores. Hyper learned from us, worked on technologies, deepened its expertise - now it is a partner you can come to for advice.
In 12 years of working together we have made 10 online stores. Hyper learned from us, worked on technologies, deepened its expertise - now it is a partner you can come to for advice.
RATIONAL BENEFITS: effective marketing, speed of technical implementation, opportunities for experimental maneuvers, comprehensiveness, predictability of the result, adaptability, transparency, risk reduction, systematicity, stability.
EMOTIONAL BENEFITS:
engagement, reliability, confidence, control, momentum, leadership, achievement.
engagement, reliability, confidence, control, momentum, leadership, achievement.
BRAND VALUES:
Innovation, intelligence, development, flexibility, honesty, responsibility, openness, freedom, courage, trust, speed, respect, culture, support, fun, right to make mistakes.
Innovation, intelligence, development, flexibility, honesty, responsibility, openness, freedom, courage, trust, speed, respect, culture, support, fun, right to make mistakes.
BRAND CHARACTER:
Innovative, intelligent, open, thorough, proactive, inquisitive, determined, ambitious, friendly, democratic, enthusiastic.
Innovative, intelligent, open, thorough, proactive, inquisitive, determined, ambitious, friendly, democratic, enthusiastic.
Metaphor Key client insight: “I want to increase sales by launching sophisticated marketing and technical processes in the shortest possible time” Brand promise: “Our expertise based on experimentation allows us to shorten the time to market, making commercial results predictable”. One of the metaphors born by the client during the research process: “ Giper” is a Formula 1 car, where the vendor is at the wheel, but without a team that changes the wheels in time, refuels the race car, the company's client would not be able to develop speed and overtake the competitors. |
Brand Identity
In b2b marketing, when top executives of a company work on the front line, participate in negotiations and act as guarantors of compliance with agreements, clients' feelings about the corporate brand are inextricably linked to the personality of the founders. The research revealed that “ Giper” for customers is “to come to meet the manager Maxim Plaksin, but to end up in the Hermitage”. Curiosity to cultures is also manifested in the format of corporate events - every year the company goes abroad, goes on quests, and not just feasts in a restaurant. The image of a lab technician experimenting in marketing is described by clients when it comes to “Firm Solutions” and its director Vitaly Neret. The facets of the founders' personalities will be reflected in the brand's visual identity.
Design audit
The branding of various media suggests that the companies do not have a corporate identity system:
- different fonts in the Giper logo on the website and in the interior
- different color combination: blue in electronic media (FIM), yellow/salad in the interior (“Giper”) and purple/copper in the logo (“Giper”).
The Inspiration - Renaissance and techno-future
How do museums and galleries behave in visual communication? They use a simple but sophisticated style with rich internal product content. A simple self-contained identity helps emphasize brand identity without being overwhelming. Eclecticism in the style of world museums - built around layout, without unnecessary graphics. The company's mission is to focus on its work, on new ideas and inventions, on improving technology.
Visual identity
If the brand had the single channel of communication, it would be worth trying to make it spectacular, bright, expressive. But professional contacts of giper.fm are strongly tied to the general manager - he only needs support in the form of perfectly designed, restrained carriers of the corporate style.
Style of giper.fm: minimalistic, modern, restrained, technological, intellectual, dynamic.
Style of giper.fm: minimalistic, modern, restrained, technological, intellectual, dynamic.
Accent color We carefully integrate the “visual code” of marketplaces into the restrained minimalism: promotional ribbons, NEW stickers, and selling techniques, which abound on trading platforms, will become part of the visual system of the new brand. Yellow accent color - highlights the main thing. |
TYPE
One of the company fonts with crossed-out zeros is a nostalgia for the times when price tags were printed like this. We use “/” “|” and other signs to refer to the information age.
The text in the logo is typed in capital letters - like a website address in a browser. The cyber font is a reminder of the DDOS times when the company was launched - the self-irony of a technology brand.
Styling element The first letter in the name, “g”, is useful for branding media and creating bolder designs for internal communications. The HR brand direction is especially important: the company constantly needs young specialists in IT and marketing, who are in hot demand. To attract the best brains - requires creating a charming corporate culture, an appealing modern HR brand image that can compete for staff with more established IT companies in the market. HR carrier design can afford less restraint. |
Dynamics To express the dynamic nature of the brand - in the photo style we use motion blurred shots, for example, work in a warehouse. |
Vintage The plates, stylized as vintage receipts, add a vintage flair to the visual identity. In this trendy St. Petersburg manner, we emphasize the almost 20-year history of the company and become closer to our employees, the St. Petersburg hipsters. |
Website Framework:
MARKETPLACEMENT
E-COMMERCE
DISTRIBUTION
ABOUT THE COMPANY
TEAM
CONTACTS
E-COMMERCE
DISTRIBUTION
ABOUT THE COMPANY
TEAM
CONTACTS
MAIN PAGE
It is also often the only page that is visited. For a couple of minutes on the home page, the visitor should understand what the company does, estimate its scale, see real cases, look into the eyes of the people who are behind it and the clients who are ready to recommend it. The goal of the corporate website is to reveal the positioning of the brand, to communicate the advantages of the company, and simply to charm.
We start the introduction with a descriptor (who are we?) and a statement about the benefits for the client. Instead of general phrases, we show numbers: “Top 10 Amazone retailers”, “sold 1 MILLION EUR in 2021 by launching online stores for brands on marketplaces”.
The cases show the client rate and involvement in projects, which can be verified: “You buy brands on marketplaces that we create and maintain”.
The cases show the client rate and involvement in projects, which can be verified: “You buy brands on marketplaces that we create and maintain”.
To set themselves apart from their competitors, which are agencies - we demonstrate the infrastructure that the company has (Resources that help us increase the turnover of your business"): our own warehouse, call-center and dedicated IT-team. Instead of small testimonials - give the word to the client: “12 years of cooperation” says a lot. It is important to disclose the positioning “time = money” right on the main page, confirm it with figures (“Reaching 7 marketplaces in 3 weeks”) and explain why the client needs it (“The sooner you are on the marketplace, the sooner your store will grow organically.”).
The manager acts as a guarantor (“I personally control compliance with agreements, even if they are not spelled out in the contract”), we give him our word right on the main page, not in the “about the company” page, where the visitor may not click.
The manager acts as a guarantor (“I personally control compliance with agreements, even if they are not spelled out in the contract”), we give him our word right on the main page, not in the “about the company” page, where the visitor may not click.
E-commerce
The idea of your own online store needs to be sold, so we start the page supporting the client's decision: “By launching your own online store, the brand manufacturer becomes a retailer, independently managing prices and the quality of the brand's interaction with the customer”.
Unique business model: the integration of d2c and distribution model is so complex that it was decided to create it in video format.
Instead of the headline “testimonials”, we again speak the language of benefits: “We share commercial risks with you and charge a commission not for the process, but for the result”.
Unique business model: the integration of d2c and distribution model is so complex that it was decided to create it in video format.
Instead of the headline “testimonials”, we again speak the language of benefits: “We share commercial risks with you and charge a commission not for the process, but for the result”.
Unlock the company's internal resources by explaining what it means to the client:
- In-house photo studio and content department,
- IT development and integrations,
- Complex Internet marketing,
- In-house Call Center,
- Inventory management and shipping,
- Dedicated project team,
- Customer Service and Reputation Management
- In-house photo studio and content department,
- IT development and integrations,
- Complex Internet marketing,
- In-house Call Center,
- Inventory management and shipping,
- Dedicated project team,
- Customer Service and Reputation Management
Marketplace
Immediately on the cover, talking about ourselves, we tell the client about the benefit: “We make commercial results on marketplaces predictable”. We list all the marketplaces with which we cooperate. We give the floor to the director of the direction, who, explaining why the company's work is worth its money, will reveal the positioning: “Innovations are expensive, but we are always testing hypotheses”. The key client completes the image by talking about “Entrepreneurial approach and flexibility of the IT company”.
As on the page about E-commerce, we reveal the internal resources of the company, but now from the perspective of the client who came for marketplacement, and therefore - the same ones
- Own photo studio and content department,
- IT development and integrations,
- Complex Internet marketing,
- In-house Call Center,
- Inventory management and shipping,
- Dedicated project team,
- Customer Service and Reputation Management
- Own photo studio and content department,
- IT development and integrations,
- Complex Internet marketing,
- In-house Call Center,
- Inventory management and shipping,
- Dedicated project team,
- Customer Service and Reputation Management