Chudo Techniki

Chudo
Techniki

“Chudo Techniki” (set phrase in Russian meaning “wonder of technology”)

In September 2015, as a part of State policy towards information technology, the Moscow Department of Information Technology conducted a research into computer and communication equipment repair and configuration services available to the Muscovites. This study revealed that this kind of service is very often characterised by a low quality of execution for a high price that doesn't reflect the volume of work carried out.

A significant section of this market is working without the appropriate legal registration, the establishment of a legal entity or the registration as a sole trader. This is making it virtually impossible to bring fraudulent market participants to justice when needed.

It was decided to change this situation on the market for computer and communication equipment repair services. A platform was created, through which repair services could be ordered, a convenient time and place decided for collection or deposit of equipment and the status of an order could be tracked. Infogorod was founded within the State Budgetary Institution as a special quality control service to monitor the quality of provided services. Service centres are strictly controlled regarding costs, time frames and the quality of services rendered. The project aims to provide support to customers when dealing with service centres and to help resolve most arising issues. The customer can always get in touch by a hotline, a website or a mobile app.

A pilot launch of the Chudo Techniki project will take place at the end of 2016 in the North-East of Moscow. At the start of 2017 both the geography of the project and the list of devices for servicing will expand.

Objective

To develop positioning, name, corporate identity and interior design concept for a new generation of service centres.

Solution

Positioning

The result of the analytical stage was the idea of 'A Service that changes everything on the IT services market'. This positioning sets the focus for service network development, stating that technical service must be customer-oriented at the same time.

Name

The name perfectly reflects the nature of the service: technological but friendly. Positive and clear name promises a simple and informal interactive experience for regular users, for whom it’s tough to deal with an obscure terminology such as «Mac address» and «firewall».

Visual system

The trademark showing 'live' circuits visualises the same wonder of technology and the animated style conveys the nature of the service.

The idea of the trademark is that «we know the technology inside out», an invisible beam goes through the equipment, allowing us to see the internal components. Elements of the brand's 'microchips' can be combined to make new, unique patterns that will remain recognisable and identifiable as the brand across various media channels.

For the service stations, we created a design concept and developed a modular concept of interior design. It is easily scalable and allows for the creation of corporate interior in any service station, from a small kiosk to a 500m² flagship store.

Project by Plenum

Brand Consultant Ilya Lazuchenkov
Creative Director Egor Myznik
Art Director Alena Sedyakina
Senior Designer Irina Vasilenko
Designer Ellis Mugofarova, Darya Ivanova
Copywriter Roman Urban
Brand Analyser Anna Rodionova
Project Director Pavel Nesterenko
Project Manager Alena Tsukanova, Alexey Bulavin