STROY RESHENIE
Full rebranding from brand strategy to advertising creatives
Winner — "Best Brand in Construction" (Russian Regional Award)
2022
The new brand communicates reliability, scale, and peace of mind — not just construction. It positions STROY RESHENIE as a powerful, federal-level brand prepared to scale beyond its home region.
And while the primary goal was growth and client trust, it’s nice when the brand earns recognition too — like winning the regional "Best Brand in Construction" award.
And while the primary goal was growth and client trust, it’s nice when the brand earns recognition too — like winning the regional "Best Brand in Construction" award.
About
STROY RESHENIE is a construction company based in the Stavropol region of Russia, specializing in custom private homes. They manage the entire construction cycle — from permits and design to engineering networks and final commissioning — with transparent contracts, fixed prices, and legal guarantees.
Challenge
In the Caucasian Mineral Waters region, most construction companies operate informally — freelancers, sole proprietors, or word-of-mouth crews. STROY RESHENIE stands out as one of the few systemic players:
In the Caucasian Mineral Waters region, most construction companies operate informally — freelancers, sole proprietors, or word-of-mouth crews. STROY RESHENIE stands out as one of the few systemic players:
- Full-time staff
- Transparent pricing per state-approved format
- LLC legal structure with full liability
- Fixed deadlines and penalties written into contracts
Our task was to preserve local brand recognition while:
Insight
A house isn’t just a construction project — it’s a symbol of safety, stability, and freedom for the whole family. That emotional layer became central to the new positioning.
- Distancing the company from unprofessional competitors
- Building a scalable brand foundation
- Adding emotional value beyond rational benefits
Insight
A house isn’t just a construction project — it’s a symbol of safety, stability, and freedom for the whole family. That emotional layer became central to the new positioning.
Target Audience
Men and women aged 35–55 — primarily entrepreneurs, civil servants, law enforcement officers, and top managers. Most live in urban areas of the Caucasian Mineral Waters region, though some are planning to relocate from the North to the South.
Core values: family, stability, openness, and freedom.
Key expectations: value for money, respect, a stress-free construction process, and strong legal guarantees for their future home.
Core values: family, stability, openness, and freedom.
Key expectations: value for money, respect, a stress-free construction process, and strong legal guarantees for their future home.
Brand DNA
The brand DNA defines the company’s personality — a set of unique traits and values that shape its positioning, perception, and emotional connection with the audience.
For STROY RESHENIE, the DNA centers on: Systematic professionalism (not “word-of-mouth builders”, Reliability and transparency, Peace of mind for clients who want results without micromanagement, A federally-minded brand, not a local contractor. This DNA informs everything — from communication tone to the customer experience — and ensures the brand is seen not just as a builder, but as a long-term partner in building life stability.
For STROY RESHENIE, the DNA centers on: Systematic professionalism (not “word-of-mouth builders”, Reliability and transparency, Peace of mind for clients who want results without micromanagement, A federally-minded brand, not a local contractor. This DNA informs everything — from communication tone to the customer experience — and ensures the brand is seen not just as a builder, but as a long-term partner in building life stability.
“To build with us is to respect yourself.”
Positioning Direction #1
Customer Insight
“I’m used to a certain standard of living — and I expect to be treated accordingly when building my home. I fear dealing with shady contractors, losing my money, or ending up with unqualified migrant labor. I want to feel confident and respected when I walk into the company’s office or visit my construction site.”
“I’m used to a certain standard of living — and I expect to be treated accordingly when building my home. I fear dealing with shady contractors, losing my money, or ending up with unqualified migrant labor. I want to feel confident and respected when I walk into the company’s office or visit my construction site.”
Brand Promise
We are a multi-generational family business — serious, stable, and fully accountable.
You are protected on every level:
We are a multi-generational family business — serious, stable, and fully accountable.
You are protected on every level:
- Legal contract with a registered LLC
- Government-standard estimate
- Full financial transparency
- We care about your comfort: a modern office, regular photo updates, vetted contractors, and ethical working conditions. With us, you get a well-built, thoughtfully managed home — for a fair price and without the stress.
“They build for me — but without me.”
Positioning Direction #2
Customer Insight
“I want a home, not a headache. I’m not ready to become a foreman, micromanage the process, or chase down contractors — but I also fear being misled. I need a team I can truly trust. I want my vision to be heard and realized, or guided by someone who genuinely knows better.”
“I want a home, not a headache. I’m not ready to become a foreman, micromanage the process, or chase down contractors — but I also fear being misled. I need a team I can truly trust. I want my vision to be heard and realized, or guided by someone who genuinely knows better.”
Brand Promise
We design and build homes to federal standards and our own internal protocols — no shortcuts, no cheap materials. Our system is battle-tested and built on real experience. We’ve made all the costly mistakes — and learned from them.
We don’t overpromise. We deliver.
We focus on smart solutions tailored to your needs — so you get the result you expect and enjoy the journey.
We design and build homes to federal standards and our own internal protocols — no shortcuts, no cheap materials. Our system is battle-tested and built on real experience. We’ve made all the costly mistakes — and learned from them.
We don’t overpromise. We deliver.
We focus on smart solutions tailored to your needs — so you get the result you expect and enjoy the journey.
Visual Identity
A brand's visual identity reflects its personality and values — it's the first impression, the "face and clothing" of the company. Before clients experience your competence or pricing, they judge your brand in the first 3–5 seconds. Design sets expectations. A premium look suggests premium service. What’s on the outside hints at what’s inside.
Before Rebranding
The previous logo was outdated and lacked strong brand recognition. The only consistent visual asset was a signature color — and most clients discovered the company through word-of-mouth or digital ads.
The new identity was built to express confidence, system, and trust — matching the company’s internal culture and ambitions. It’s not just about looking modern. The visual system now consistently communicates what STROY RESHENIE is really about: a reliable, future-ready construction partner with federal-level standards.
The new identity was built to express confidence, system, and trust — matching the company’s internal culture and ambitions. It’s not just about looking modern. The visual system now consistently communicates what STROY RESHENIE is really about: a reliable, future-ready construction partner with federal-level standards.
Competitor Design Audit
We’ve seen it all: handshake icons, roof silhouettes, checkmarks, generic initials trying to pass as logos. Most local competitors fall into the trap of “Logo McLogoFace” — overused clichés and templated design that scream “we tried too hard.”
We chose a different path: a confident, clean identity that doesn’t beg for attention — it earns trust at a glance.
We chose a different path: a confident, clean identity that doesn’t beg for attention — it earns trust at a glance.
Visual Language: Nothing Extra
Our core audience is male — and they value clarity over decoration. In design, just like in construction, less is more.
By stripping away anything unnecessary, we signal that the same principle applies across the board: no hidden fees, no empty promises, no wasted words.
The visual identity avoids gimmicks and clutter. No artificial polish. Just a clean, functional system that reflects reliability, professionalism, and transparent pricing.
Minimalism isn’t a trend — it’s a principle.
The visual identity avoids gimmicks and clutter. No artificial polish. Just a clean, functional system that reflects reliability, professionalism, and transparent pricing.
Minimalism isn’t a trend — it’s a principle.
The new logo is a custom wordmark based on the Made Evolve Sans Bold typeface.
A small orange dash above the letter acts as a subtle yet meaningful detail — like a final brick placed at the top of a finished wall. A minimal gesture, but one that quietly signals completion, precision, and care. It’s not just typography — it’s a symbol of structure and trust.
A deep, muted blue forms the base of the identity — solid, serious, trustworthy. To balance this, we introduced natural, warm elements rooted in the construction context.
A small orange dash above the letter acts as a subtle yet meaningful detail — like a final brick placed at the top of a finished wall. A minimal gesture, but one that quietly signals completion, precision, and care. It’s not just typography — it’s a symbol of structure and trust.
A deep, muted blue forms the base of the identity — solid, serious, trustworthy. To balance this, we introduced natural, warm elements rooted in the construction context.
brand colors
Brand Elements
OSB Texture
Oriented strand board (OSB) is both trendy and authentic — used in upscale interior design and on every construction site. It becomes part of the brand’s physical identity: not as an artificial graphic on a screen, but as a material in real-world touchpoints like packaging, signage, or printed matter.
Brand Elements
Plywood Warmth
Plywood brings a soft, neutral tone with a raw, crafted texture — evoking “urban construction site meets minimalism.” It creates a grounded, tactile feeling that keeps the identity approachable yet modern.
Brand Elements
Transparency in Design
Visual transparency — through overlays and hover effects — reflects the company’s transparent approach to pricing and process. Nothing hidden. Nothing extra.
Photographic Style
brandbook
The brandbook is a strategic guide to identity — from logo and color rules to tone, photography, and material use.
The imagery avoids clichés: no staged handshakes or blueprint stock photos. Instead, we focus on textures, real materials, authentic construction moments, and urban minimalism — all to reflect a brand that builds with integrity.
The imagery avoids clichés: no staged handshakes or blueprint stock photos. Instead, we focus on textures, real materials, authentic construction moments, and urban minimalism — all to reflect a brand that builds with integrity.
Website
In the pursuit of minimalism and clarity in communication, it’s important not to lose the brand’s soul.
When building a home, personal relationships come to the forefront — but only after the client is confident in the team’s professionalism. Creating a positive energy around the home requires skilled, motivated people working with good spirits.
We bring warmth and humanity to digital touchpoints by showcasing real, lived-in homes. Even when using 3D visualizations, we place them in inhabited settings or add a person walking by — making the experience feel authentic and alive.
When building a home, personal relationships come to the forefront — but only after the client is confident in the team’s professionalism. Creating a positive energy around the home requires skilled, motivated people working with good spirits.
We bring warmth and humanity to digital touchpoints by showcasing real, lived-in homes. Even when using 3D visualizations, we place them in inhabited settings or add a person walking by — making the experience feel authentic and alive.
Social Media
Natural, raw, and high-quality.
The design intentionally avoids polish or the "perfect Instagram" vibe with designer grid layouts. Instead, we use varied formats — photos, 3D models of projects, construction sites, and homes — all presented with genuine quality, not artificial perfection.
The design intentionally avoids polish or the "perfect Instagram" vibe with designer grid layouts. Instead, we use varied formats — photos, 3D models of projects, construction sites, and homes — all presented with genuine quality, not artificial perfection.
Office Branding
There are three types of offices: faceless “accounting rooms,” “serious people’s offices,” and lively, inspiring spaces.
The goal of STROY RESHENIE’s office interior is to convey the spirit of construction and showcase technology. Industrial materials help achieve this:
We enhance the area under the text with bold brushstrokes of the brand’s signature blue — adding energy and a handcrafted touch.
The goal of STROY RESHENIE’s office interior is to convey the spirit of construction and showcase technology. Industrial materials help achieve this:
- branded-colored self-leveling floor
- concrete or brick walls — creating “construction islands” within a professional office environment.
We enhance the area under the text with bold brushstrokes of the brand’s signature blue — adding energy and a handcrafted touch.
Verbal Identity
The brand’s name, voice, and tone reflect its personality. A strong verbal identity lets the brand be recognized instantly — even without visuals. To achieve this, clear rules for writing the brand name and a unique tone of voice are essential across all communication channels: website, social media, advertising, and employee interactions.
Brand Tone of Voice
- Concise and clear. Communication is expressed through brief headlines and simple language.
- Respectful and trustworthy. The tone is direct and authoritative, yet not formal. We speak as professionals without overwhelming with jargon.
- Polite but not distant. We address clients formally ("you" in the respectful form) but avoid overly familiar or overly deferential language.
- Expert partners. We position ourselves as experts and collaborators, equally invested in successful outcomes.
Communication Principles
A brand’s identity is revealed not only through its visual style but also through its communication techniques.
The core principle is “show, don’t tell” — instead of empty claims, we use graphics and visual cues to clearly convey our values and differentiators.
For example, on the website, numbered steps can demonstrate our meticulous attention to detail and systematic approach — showing clients that “everything is tracked and accounted for.”
The core principle is “show, don’t tell” — instead of empty claims, we use graphics and visual cues to clearly convey our values and differentiators.
For example, on the website, numbered steps can demonstrate our meticulous attention to detail and systematic approach — showing clients that “everything is tracked and accounted for.”
Every Word and Number Matters
Nothing we say is accidental, and no figure is pulled out of thin air.
We value our clients’ time by avoiding unnecessary information and communicating clearly and purposefully, while remaining informative and helpful.
For example, instead of just listing services on the website, we provide brief explanations of what they are, why they matter, and how they work. We embed useful tips and facts directly into the site content—not in a separate blog. This goes beyond simple education; it reinforces our status as trusted professionals.
We value our clients’ time by avoiding unnecessary information and communicating clearly and purposefully, while remaining informative and helpful.
For example, instead of just listing services on the website, we provide brief explanations of what they are, why they matter, and how they work. We embed useful tips and facts directly into the site content—not in a separate blog. This goes beyond simple education; it reinforces our status as trusted professionals.
Advertising Creative
Development of key messages, copywriting, and banner design aligned with the new brand style.
Award Winner — "Best Brand in Construction"
We began the rebranding process in 2020, and in 2022 the Stavropol Chamber of Commerce and Industry honored STROY RESHENIE as the “Brand of Stavropol 2022.”
STROY RESHENIE has transcended the image of just “another construction company” to become a trusted brand entrusted with the most important project — building your own home.
STROY RESHENIE has transcended the image of just “another construction company” to become a trusted brand entrusted with the most important project — building your own home.
“We were advised to contact BRAND TO GO when we were looking for a contractor to develop our new corporate identity. Honestly, what caught my attention first was how professionally their own case studies were presented on their website. Usually, contractors struggle to clearly showcase their past work, but here the experience spoke for itself.
We realized two things: this team is not like the shoemaker without shoes — they truly know how to package businesses, cases, and ideas. After our online discussions, our initial positive impression was only confirmed, and we decided to choose BRAND TO GO as our contractor.
From the very beginning, the preparation was precise, structured, and consistent. Three weeks after payment, the long-awaited day of presenting our new visual identity arrived, and of course, we had some concerns about whether the result would meet our needs. But within five minutes of the presentation, all doubts turned into excitement and gratitude for a 100% spot-on outcome.
We realized two things: this team is not like the shoemaker without shoes — they truly know how to package businesses, cases, and ideas. After our online discussions, our initial positive impression was only confirmed, and we decided to choose BRAND TO GO as our contractor.
From the very beginning, the preparation was precise, structured, and consistent. Three weeks after payment, the long-awaited day of presenting our new visual identity arrived, and of course, we had some concerns about whether the result would meet our needs. But within five minutes of the presentation, all doubts turned into excitement and gratitude for a 100% spot-on outcome.
In the end, the BRAND TO GO team understood our target audience as if it were their own, combined that insight with their creative talent, and delivered a result we had only dared to dream about.”
Maksim Starichikhin
Co-Founder
STROY RESHENIE
STROY RESHENIE