The renaming of the digital-agency «BuroBuro» by Rassvet.digital Ерохнович Светлана
Task
The main objective is to carry out a renaming of the "Buro" by choosing a clear, digitally memorable name. Additional goals that arose from the main objective were to improve the brand image and to bring it in line with the contemporary market reality as well as with the current outlook of the "Buro" team itself. The task of Rassvet.digital is to develop a corresponding identity for the technological smart brand.
Ideas and solutions
The strategy of Rassvet.digital featured changing the brand identity in order to increase popularity of the former "Pirogov's buro". These provisions came true: the rebranding was highlighted by vc.ru (https://vc.ru/23231-pirogov-buro). The change in the name as a part of the general anti-crisis campaign became important for the "BuroBuro".The team now delivers presentations at specialized conferences on how to overcome a communication crisis amidst conditions that are unfavorable for a brand. Double names is the biggest digital trend. The reasons for that can be numerous: from domain unavailability to the traditional naming trends of foreign companies... But the fact remains: dual names are remembered by clients and target audience quickly, they stick with a brand and work well for it. Therefore, the "Buro" was replaced by the "BuroBuro": with the clear relatedness of the new name to the old one, the name became more modern, relevant and ironic. For a company that has been working on the market almost since its opening, self-irony is important. As a part of the renaming conducted by Rassvet.digital, the "BuroBuro" has changed their domain to buroburo.ru and has updated the information in social networks and on the website, thus fully integrating with the new name. Radical measures were not required: the overall style and the guidelines did not have to be changed, including the font that remained Cyrillic. Rassvet.digital issued a press-release on vc.ru immediately following the rebranding.
