Fitch London has been appointed to develop a brand vision for Russian Post, part of a 12-month project that is likely to encompass an identity update and revamped post office environments across the company’s 42 000 post offices.
The group’s work will take two stages – a period of strategic evaluation that includes consumer research, followed by creative execution. Phase one is likely to be complete by early next year.
According to Fitch client director Stephen Scott, it is ‘too early to say in any detail’ what the creative output will be.
‘The strategic work will inform creative outputs,’ he says. ‘But the identity and environments are areas that have been identified as requiring development.’
The project comes as Russian Post, which was created in 2002 when 81 regional postal organisations were brought together, prepares for a period of deregulation.
Scott says the organisation has realised that ‘it requires a more commercial approach’.
‘The issues are similar for the postal sector across Europe, though countries are at different stages of deregulation,’ he adds. ‘Companies realise they need to be much more commercially aware.’
Russian Post is hoping to improve perceptions of the brand through greater consistency, but Scott admits the size of its operation poses an issue.
‘The logistics of the network and scale of the country are a challenge,’ he says.
Fitch was appointed without a pitch on the strength of its work for Belgian postal service De Post. Fitch design director David Roberts is creative lead on the project.