COMPLETE DETAILING AND CORRUPT REBRANDING | Бюро Маркетингових Технологій

CLIENT

Detailing Korrupciya approached us with a request to develop and systematize their business. Our analysis confirmed that the brand had grown, reached a new level, and needed to be updated.

We proposed a complete rebranding, but the client insisted on keeping the name. This was not only a challenge for us, but also an opportunity to make the process even more interesting.

TASK

Our job was to preserve recognizable attributes while streamlining them and taking them to the next level. We focused on substantive content and developed a content strategy for social media.

RESEARCH

We started with a competitive analysis of the detailing market and, most importantly, by studying its customers: Customer Journey and User Experience.

What motivates them? What are their lifestyles like? What does a car mean to them? Why do they choose detailing rather than regular car washing or dry cleaning?

The answers to these questions led us to an important discovery.

INSIGHT

For customers, a car is not just a means of transportation, but a reflection of their personality. It is part of their identity, a way to demonstrate status and attention to detail. They are willing to invest in perfection, even if it goes beyond a rational approach.

WORKING WITH INSIGHT

Our business embodies a detailed vision of the world: every detail matters, every touch is perfected. We work for people who strive to be the best in everything—from their careers to their appearance. They are perfectionists, natural overachievers, and their car is an extension of this philosophy.

BRANDING

Based on the research data obtained, we formed our positioning and vision for detailing.

At KORRUPCIA, we understand detailing not as a service, but as the HIGHEST LEVEL OF QUALITY for any car care service. Whether it’s washing, dry cleaning, or wrapping the body with film.

POSITIONING

— Product: All car care services in one place.
— Marketing: A company that cares about people’s cars.

ESTABLISHED VALUE

Not just a place to improve your car, but a real community. Here, you are among your own kind. Here, your wishes are fulfilled, offering impeccable quality services. Here, you are truly at home.

MISSION

Foster a culture of detail-oriented worldview, because beauty is hidden in the details.

ENEMIES OF THE BRAND

— Not understanding what detailing is.
— Not caring about the condition of the car, just doing the bare minimum to take care of it.

TONE OF VOICE

Lighthearted, friendly, and at the same time professional communication with a good dose of humor.

Despite our outward accessibility, we make it clear that we are far from simple. Just like our clients.

Korrupcia is also a private club culture. We maintain an atmosphere of trust and confidentiality. If we share a client’s story, it is only with their permission.

WHAT KORRUPCIA LOOKED LIKE BEFORE REBRANDING

STRATEGIC DECISIONS

— Renaming: We did touch on the untouchable and slightly improved the sound — Detailing Korrupciya. We shortened the name to Korrupcia, in Latin letters. We abandoned the abbreviation DK.

— Repositioning: We went beyond detailing and created an even bigger complex. In the People and Cars section, we reveal a new concept — detailing not only for cars, but also for life. Assistance in traffic accidents, insurance, clearing, entertainment organization. It’s all about people and their comfort.

HOW WILL IT LIVE

Taking into account the systematic rebranding and strategic decisions, we developed a logo, identity, and unique solutions, imbuing them with new meanings.

LOGO

The symbolic part of the logo consists of two symmetrically connected links, symbolizing the connection between the car and its owner. The bright orange color of the logo emphasizes energy and effectiveness.

COLORS

The main range consists of one color and monochromes of varying brightness. The main colors are PANTONE 424C and ASPHALT GRAY, which evoke the desired emotions in consumers.

SIGNATURE ELEMENT

We added dynamics to the identity to emphasize the energy conveyed by the brand.

We also developed a communication strategy based on all our findings. After all, the brand feels right at home on social media and can use its full potential.

IMPLEMENTATION

The main goal of the strategy is to introduce the target audience to the updated KORRUPCIA and reinforce key messages. Step-by-step instructions on formats will help the team implement this without deviating from the positioning. Leaving behind a WOW effect.