Moscow, 28th February, 2007. Marketing research, PR, and the localisation of marketing materials is only a part of what Rosencrantz & Guildenstern can offer and it is with great pride that we present the corporate style we developed for HITEN, the Russian systems integrator.

Our designers were given a demanding task: to develop “from scratch” the client’s image – a corporate style guide – with all that that entails. This included – among other things – the creation of business cards, headed paper, presentation templates, various sizes of envelope, press release templates, brochure templates and font design. All of these had to be drawn together into a harmonious style in one document. Clearly, it is not a simple task to create a corporate design ‘bible’ which defines every aspect in detail and precludes any possible misinterpretation of the rules it sets out.

We at Rosencrantz & Guildenstern are not given to defeat. Especially at the hands of an interesting task. We began with the company logo and made this the cornerstone of the project. The logo embodied the essence of the client company’s area of expertise: systems integration for hydroelectric stations. Stylised turbine blades adapted in a high-tech manner gave the logo an energy and originality as well as making it memorable and recognisable. The focus group we convened confirmed that we were on the right track.

This central element was also approved by HITEN’s directors and then rolled out across all elements of the corporate style. The project was completed ahead of schedule, requiring only two weeks for all the elements mentioned here to be completed and signed off.