iFix is a premium consumer electronics reseller based in Yekaterinburg.
The company sells and services leading products in their respective
categories from Apple, PlayStation, Dyson, Samsung, Marshall, and other
established brands
The company sought a comprehensive rebrand to support its next
stage of growth and expansion. A new name had already been
chosen: Oh my gadget! My role was to rethink iFix’s positioning,
develop a new visual identity, and define the brand’s philosophy
The central idea was to give the brand more soul and distinguish
it from competing resellers that imitate Apple’s visual style
without developing an identity of their own
“OMG goes beyond selling and repairing devices. It helps people create,
work, and fulfil their potential, with care at the heart
of everything it does”
The proposed logo expresses this character through its form. Rounded
corners convey softness, while the inflated letterforms introduce a slight
imperfection and an approachable simplicity—exactly the qualities
we wanted to capture
Supporting graphic elements were introduced into the brand’s visual
language to convey playfulness and softness, reinforcing its focus
on care and attention to customers
Within the team, we named these elements “Fluffies”
and “Metallics.” They are generated using AI from custom-written
prompts, giving everyone working with the company the freedom
to create an unlimited range of objects
A distinctive pattern built from the brand’s symbol was proposed
as an additional visual anchor
Warmth and personality were introduced across every customer touchpoint
for Oh my gadget! In-store purchases and completed repairs
now came with cards featuring memorable messages, while social media
adopted a more natural tone and made greater use of humour
