"Oh my gadget!" is a premium electronics reseller from Yekaterinburg. The company
sells and services the best hardware in its categories — Apple, PlayStation,
Dyson, Samsung, Marshall and other well-known brands
The client came for a deep rebrand: a rethink of its positioning, a new visual
language and a philosophy to stand on. The main task was to put soul into the brand
and step out of the reseller paradigm, where competitors copy Apple without thinking —
in the identity and in the store interiors alike
The brief and the competitive analysis defined the core audience, the customer
profile, their traits and the common patterns of the niche. That led to a solution
in three parts:
- Change the language of the conversation — get simpler
- Add emotion and drive to the marketing
- Create a distinctive experience of the brand
The key idea behind the update: "Oh my gadget!" does not just sell and repair
devices, it helps people create, work and grow. And it does so with the utmost
care — the core value of the brand
Of all the logo prototypes the client chose the minimal one with rounded
shapes. The mark already speaks for itself: rounded corners always read as softness,
and the puffiness adds a light, slightly untidy simplicity — exactly what we were
after
Supporting elements were added to the visual language of the brand. In practice
they carry its playfulness and softness, which fits the idea of care
and attention to the customer
Inside the team we nicknamed these elements the Fluffies and the Metallics.
All of them are generated by the ImageFX neural network from our own prompts,
which gives everyone working with the company unlimited room to build any object they need
Another visual anchor is a brand pattern built from the repeating letters of the logo.
In different variations it appears in the store interior, on branded bags and
in marketing materials
The interior project was developed by a separate team and carries one of the proposed
ideas — creating a distinctive experience of the brand. Light wood shelving, spot
lighting and areas with greenery make a warm and welcoming space that none
of the competitors can offer
Marketing got the emotion it had been missing. Offline, cards with memorable lines
are handed out with purchases and after repairs; in social media the brand
switched to a human voice and more humour
