Category A02. Rebrand / Refresh of an existing Brand
Idea Creation SMARTHEART® Moscow, RUSSIA
Name Company Position
Stanislav Okrukh SmartHeart Creative director
Alexandr Oreshonok SmartHeart Art director
Anna Dokunina SmartHeart Account manager
Daria Khalepa (Oleynikova) SmartHeart Account manager
Taisiya Rozhkova SmartHeart Copywriter


Since the beginning of 2020, GloraX has launched an IT accelerator and has collected a lot of expertise. There was a change of team, a change of attitude to the product, an understanding that it was necessary to move away from the creation of separate projects, to come to standardization, which presupposes a certain level of quality that customers should receive. Any buyer has to be sure that they are buying a Glorax project that has high quality characteristics. That led to the realization that rebranding was necessary. GloraX wanted to show the market and the consumer that the whole philosophy of the company and the positioning had changed.

Describe the creative idea (40% of vote)

The big idea — GloraX is an accelerator of experience, multi-experience, boosting both residents and technologies within its projects. GloraX already has real cases in project acceleration. In four years, they have launched 12 services and applications in innovations area. Multi-experiencing by GloraX is above all an extension of the developer’s role itself, and a new spelling with an accented X was one of the important outcomes of the brand’s redefinition. The target audience: -Young families -Young professionals -Wealthy people (singles and couples) -Old people -Investors -Students -Entrepreneurs (mostly from Moscow and other cities) -Freelancers, bloggers, local celebrities The residents are progressive, aimed at self-fulfillment in conditions that meet the standards of modernity. These are self-sufficient and active individuals. They are accustomed to taking responsibility for themselves, their well-being and their own happiness, to respecting themselves and others, and to making informed and faithful choices.

Describe the execution (40% of vote)

New positioning: GloraX is a multi-experience developer who makes life more comfortable, easier and enjoyable due to modern technologies and attention to different spheres of life. The brand architecture was divided into 4 directions: GloraX City, Air, Aura and Space. Plus, GloraX is developing its own community of bright people of the city by means of GloraX Life. As for design the agency team wanted to do something cool, step into progress, but not miss the real sense of the brand. The GloraX logo has acquired an expressive typography and powerful sign "X". Together, they give the impression that a brand is both about IT, sports and innovation. The new brand and platform are imbued with a history of movement, activity on the edge of extreme. The color, that is the edge of blue and violet, became the heart of the brand, referring to extreme, sport, strength and ambitiousness.

List the results (20% of vote)

1. The PR campaign launched in honor of the rebranding and presentation event reached 5,500,000 people. 2. From the point of view of HR new GloraX, the company is gaining momentum. The developer’s team attracts the best professionals of the Moscow market and creates a super-strong team. 3. The GloraX brand enters the market of Nizhny Novgorod - the city, which is now considered a place of technology and innovation concentration. Brand GloraX fits perfectly into it in terms of its positioning and values and will build cool projects there. 4. The cost per square metre in GloraX projects also increased after rebranding by 20%