OBIT. How a provider became an IT partner for business

Over two decades, OBIT has grown from a telecom provider into a technology partner for business. Internally, the company was already working with clients' IT infrastructure, but its external perception remained stuck in the past: internet services, network infrastructure, a local player.

"Every year we set new goals, we understood that we needed to change, we changed, but we realised that we lacked an updated image. That is, we had changed, but this change was not captured in any clear images or messages. It was not captured either internally or externally, so we could not convey to clients what we had become." — says the OBIT team.

The goal was to transform the brand in line with its real scale:
— establish OBIT's status as an IT solutions operator;
— create a unified visual and semantic framework;
— build communication that talks about what matters most.

We conducted a brand audit, gathered feedback from the team and clients, and studied competitors and industry practices.

We found the following:
— internally, there was no shared understanding of who the company is today;
— external communication did not reflect its growth and expertise;
— visually, the brand was perceived as outdated.

The IT partnership market is saturated, but there are few truly distinctive players in it. Obit could occupy this zone as a mature and reliable technology partner.

Today, IT is the infrastructure of business. It must be well thought out, reliable and adaptive. We proposed a concept: OBIT, the architect of the IT environment.

This gave rise to a new semantic vector:
— OBIT designs the IT space of a business — systematically and precisely;
— makes processes transparent and solutions manageable;
— speaks the language of business, not technology.

Slogan: "Making the complex simple" We do not simplify reality, we structure it. We separate the important from the superfluous.

The slogan "Making the complex simple" became a reflection of OBIT's new mission after the rebranding. The play on words hidden in the name ("OB IT" reads as "about IT" in Russian) not only links the company to information technology, but also emphasises its expertise, openness to dialogue and the depth of its engagement with clients.

Additional lines were "Let's talk OB IT" ("Let's talk about IT") and "I'll take care OB IT" ("I'll take care of IT"), which invite interaction with the consumer.

OBIT is not just a name, but a hint at an open dialogue about the most relevant IT solutions that help clients adapt to digital reality. This slogan allows OBIT not merely to provide technology, but to become a reliable partner that helps clients "talk" about complex things in simple language and find optimal solutions together.

Brand strategy and platform
— Unified positioning, the descriptor "IT solutions operator", updated key messages.
— A new tone of voice: businesslike, confident, restrained.

Corporate identity
— A minimalist logo with a graphic element in the letter "O": the symbol of a "bit", the unit of digital information.
— The device of partial overlap by the symbol reinforces the metaphor: we reveal the essence.
— Colour palette, graphics, pictograms and photo style: technological, universal and adaptive.

Communication system
— Materials prepared for the website, interfaces and presentations.
— Visual and semantic principles aligned across all touchpoints.
— A distribution plan developed, from digital to industry events.

Result The updated OBIT brand gained structure, recognisability and meaning.
— Within the team, a shared understanding emerged: who we are and how we speak.
— Externally, the brand is now perceived as a mature IT partner with an architectural approach.
— A foundation for long-term growth has been laid: from presentations to the packaging of new products.

"Working with Brandson TSN helped us immediately define a clear course of action. The thing is, the question of rebranding accumulates a huge number of not entirely formalised or completely unformalised aspects. It is largely personal, and here you need a partner who would oversee these sprints of developing both the visuals and finding the most relevant image of the company." — says the OBIT team.

This case is about a transformation that is not only visual, but strategic. We did not just update the style. We helped the company rebuild its identity: from the inside out. Obit received not an image, but a tool. A working one, aimed at growth and trust.