RDS Corporate group
Approached us with a mission:
“Find the brand voice and bring it to life.”
RDS is a Ukrainian road-construction company that has been running for 16 years. They build roads, put up bridges, construct runways…
And beyond.
Task scope:
  1. Communication strategy.
  2. Tone of voice.
  3. Content plan and tone of voice for brand messaging.
  4. HR-brand as marketing.
  5. Exhibition stand.
  6. Activity options.
Communication strategy.
A good road is just like a good service — unnoticeable. This is both our weakness and strength. So what do we do? We will draw attention to a memorable message, revealing the concept in all brand communication channels.
Mission:
in 5 years, a Ukrainian won’t notice a difference when crossing the border.
Social goal:
to plant as many trees as there are finest roads we created.
We construct the most ambitious products. Their scope and gravity take your breath away. But to speak about it, sometimes you have to take a step back and take a look at them.
That is the story of the RDS brand message:
“RDS corporate group: great things are truly seen from a distance.”
Tone of voice.
For a big company to be appealing, it has to maintain adequate professionalism. Arrogance doesn’t demonstrate knowledge or build trust.
Human.
People create companies for people, so they should communicate simply and clearly. You cannot always be serious or maintain “the tone” in the comments.
Familial.
Every time we proudly write “done” about another road section, we remember who completed it.
Slightly ironic.
It brings people closer together and levels reputation risks — what more could we ask for? It’s hard to harm those who easily joke about themselves.
“We are professionals, but we don’t forget about humanity. Tone of voice is perfect when it feels close and accessible to others.”
Content plan and tone of voice for brand messaging
We developed a content plan that channels new brand messages and values. We also specified the brand’s tone of voice for replying to social media comments, paying special attention to potential hate messages.
Everyone takes exhibition stands seriously. So do we, only with some modern technologies and contemporary art mixed into it.
Exhibition stand.
We decided to use ASMR.
Videos with ultrasensitive microphone recordings are drawing in millions, only so they can hear ordinary things in extraordinary ways. ASMR soothes and puts you into a meditative state. It’s trendy and cool, but big companies haven’t learned to take advantage of it just yet.
We will be the first ones to do it.
What did we do?
We placed 5 LED pillars in a semicircle. Each pillar had a video playing from all three sides. The fourth side was closer to the wall, so it didn’t have anything on.
We constructed the back wall out of rough concrete. We stamped it with a huge RDS logo and tire marks. Next to the pillar, you could find a chair and a pair of headphones to immerse yourself in the road atmosphere.
Those two aspects — LED screens and concrete — were like a combination of incompatible.
Modern and eternal. And surely nontrivial.
We broadcasted
a real installation.
We picked some construction processes: pouring resin, mixing concrete, crumbling sand, and laying asphalt. And we completed them with sounds accompanying these processes from an ultrasensitive microphone. This is how we made our very own ASMR-video installation.
Ignoring the exhibition context, it could easily be a contemporary art museum installation.
Looped.
A video keeps “rolling” on the screen until someone switches to the first one. Filming the construction process was at the center of it; it’s playing in the background. The key is a text about the company’s work, seen by anyone passing by. We divided it schematically. Each pillar was assigned to a particular RDS activity: road construction and repair, bridge and overpass building, etc. You could hear an audio telling about the company, but it wasn’t an ordinary one — it was also in ASMR format.
Souvenirs
Our art installation also had its own souvenir corner. Soft little squishes with the company logo were placed on a small table, resembling road surface materials.
“Everyone needs to de-stress. So why don’t we turn a piece of rock into a soft tactile toy? It would surely be a souvenir to remember.”
RDS is another of our projects that proves: there are no limits when it comes to a creative vision.
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