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Heavenly Wins Benchmarks Award

30 November 2010 Jim Harrison,

Heavenly is delighted to have won a prestigious Benchmarks Award at this evening's ceremony at the Grosvenor House Hotel for our rebrand of Russian telecoms technology specialist General DataComm to Imaqliq.

The Benchmarks Awards, organised by Design Week, are designed to set a standard in the recognition of excellence in brand communications and recognise excellence both in full-blown branding programmes and in one-off campaigns that enhance or extend a brand. Entrants are judged on the consistency of the brand message, overall creativity and innovation achieved within the constraints of the brand guidelines. The judges, who included Michael Wolff, Kate Blandford, Mark Elwood, Dilys Maltby, Nicolas Roope and Glenn Tutssel, also considered the appropriateness within the relevant market sector.

General DataComm, a Russian telecoms technology specialist based in St Petersburg, approached Heavenly in to develop a new brand positioning, name and visual identity which could help them expand into the global market and signal a strategic shift for the business from a distributor of products to a developer of their own hardware and software IP.

The key objectives were firstly to establish a single-minded, inspiring and differentiated global market positioning for General DataComm which could embody the visionary zeal of the owner Dmitry Bazhenov. Dmitry wanted to grow General DataComm into a next generation Russian business, a people-focused, creative and enterprising organization with a sense of honour and cast iron ethics. Secondly, a new brand name to set it apart from the Telco mainstream, a name drawn from the heart of the positioning and built for the global market. And finally, a visual identity to draw these elements together - delivering impact, differentiation, reappraisal and global esteem.

Heavenly’s positioning was based around the idea “Imagine Better”: a call to action for employees to use creativity to drive improvements and NPD, a challenge to the market to consider a different point of view and a progressive Russian company, a vision for trade and consumer audiences. This strategy inspired the name, Imaqliq – the native word for Ratmanov Island in the Bering Strait, the first place on earth to see the sun rise. It also directed the new visual identity which heroes people and ideas using iconic illustrations and primary colours to create an eclectic and highly alternative Telco brand.

Imaqliq is a new kind of Russian global business, a confident and progressive company with people and ideas at its heart. It is a brand which breathes life into the telecoms market and challenges preconceptions of Russian business. Imaqliq re-launched at Moscow’s Sviaz Expo in April 2010 with the first example of the Imagine Better ethos – a cutting-edge IPTV box, creatively directed by Heavenly.

The award was made particularly special as the Heavenly team were joined on the evening by Dmitry Bazhenov, Imaqliq’s Director General and Victoria Bolshakova, Imaqliq’s Marketing Director.

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