We’ve revamped the new brand for Russia’s largest mobile telecom provider. MTS has over 70 million subscribers in Russia and neighbouring countries. Aaron Shields, one of the partners here at Brandinstinct says ‘Together, we have created an image that mirrors Russia itself. The brand is full of paradoxes that push together traditional ideas against modern ones. It’s about all the details in life and also taking in the unity of the big picture. It’s about life and living, with the edge of realism. We’re looking forward to re-introducing this brand to the country over time. There is a lot of detail to get out in communications over the next six months or so.’

Andrew Morris, a key member of the design team adds ‘This is a very human brand that’s about belonging and being together. The big Russian soul is nurtured on this idea of fellowship and belonging, so we wanted to avoid the clichéd portrayals of modern, cool and overtly sophisticated brands that have invaded the mobile telecom market. We found the key in simplicity. In response, we created an authentic and genuine brand for the market.’

The new brand was unveiled at the Svyaz-expocomm 2006 conference on May 10^th and will be heavily supported by TV and outdoor media over the next 12-months.

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