Within the Web Plus rebranding communication strategy was developed at Design Bureau Volga Volga. Based on this strategy the identity and autumn advertising campaign were created.

The main objects were:
• to research and elicit the advanced target audience
• to develop positioning and communication strategy
• to renew visual identity
• to develop creative and color & graphic concepts of the advertising messages
• to define advertising medium and to integrate them with creative concept

Results of the analitical reseach elicited that the major brands of telecommunications companies are percieved as complicated and not user-friendly. By reference to this statistics the positioning strategy was developed. It determined creation clear and user-friendly visual identity which provided brand recognition and became a basis of the communication strategy.

The symbol of ladybird and colors were saved in the new logo and the visual identity became more active and dinamic, light and friendly at the same time.

The idea of the clearness and usability spread to a creative concept as well. The creative concept was to use the advertising medium and interact with them. Adverising medium were proceeded from the life style and media prefernces of the target audience. Such selectiveness allowed to create more confidential and democratic style of the advertising messages which is related to a new brand posititoning of Web Plus. Each message was adapted according to a specified advertising medium.