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Rebranding a Developer
How «Praktika» Won Gold at WOW Awards 2024 for Best Rebrand
- Estimated read time: 7 minutes
Client
Praktika Group is a real estate investment and construction company based in Yekaterinburg. Operating since 2007, its portfolio includes 14 completed and 7 ongoing projects, totaling over 1 million square meters of real estate. More than 1,000 families have improved their living conditions through the company’s developments.
Praktika functions as a developer, contractor, general builder, and property manager. Before the rebrand, it had a solid reputation as a reliable market player - but visually and conceptually, it lagged behind emerging competitors. It was time to elevate its market presence.
Praktika functions as a developer, contractor, general builder, and property manager. Before the rebrand, it had a solid reputation as a reliable market player - but visually and conceptually, it lagged behind emerging competitors. It was time to elevate its market presence.
Goal
Prove Scale Through Identity
By 2022, the company realized its outdated visual identity and lack of a unified brand platform no longer reflected its scope or philosophy.
The challenge was to define a new positioning and create a visual language that would inspire trust, distinguish the company from competitors, and reflect its internal culture - with consistent implementation across all touchpoints, from the website to residential complexes.
The challenge was to define a new positioning and create a visual language that would inspire trust, distinguish the company from competitors, and reflect its internal culture - with consistent implementation across all touchpoints, from the website to residential complexes.
Solution
Make Identity a Tool for Trust
Rather than simply «refreshing» the visuals, we built a strategy from meaning to form. We proposed a platform-based solution - a brand with a flexible visual system and a strong philosophical core.
The name Praktika (Practice) reflects continuous progress - a process without a final point. The central symbol became a comma.
The comma signifies forward motion, openness, and growth. It transforms - into branded quotation marks or, when enlarged, into a «spotlight» that highlights what matters most.
Praktika also represents diverse real estate projects, large teams, individual values, and principles - all under one name. The phrase in a word - Praktika ties these meanings together, always following that signature comma.
The name Praktika (Practice) reflects continuous progress - a process without a final point. The central symbol became a comma.
The comma signifies forward motion, openness, and growth. It transforms - into branded quotation marks or, when enlarged, into a «spotlight» that highlights what matters most.
Praktika also represents diverse real estate projects, large teams, individual values, and principles - all under one name. The phrase in a word - Praktika ties these meanings together, always following that signature comma.
Execution
Turning Values Into a Living, Clear Brand Image
- Brand DNA ImmersionStep 1We conducted interviews with clients, employees, and partners. We reviewed internal documents, the brand platform, website, and marketing materials.
Insight: the brand was seen as honest, calm, and confident - but lacked the tools to communicate that. - Defining the PhilosophyStep 2We created a new brand manifesto: «We are connected. And that word is Praktika.»
Core values were defined in one word each: growth, team, sustainability, clients, proactivity. - Visual System DevelopmentStep 3Logo with a comma symbol
We asked: What is practice? It’s endless progress - a journey of refinement with no final point.
To visually express this, the logo centers on a comma, symbolizing continuity and evolution.
Bold, contrasting palette: fuchsia, emerald, graphite
Clean sans-serif typography without decorative elements
Minimalist compositions with a focus on meaning
- Communication RolloutStep 4We refreshed all brand materials: website, documents, outdoor ads, presentations, uniforms.
The client independently applied the new identity across six residential complexes, produced a brand film, and conducted a team photoshoot.
Our visual system laid the foundation for these implementations. - Market and Team ResponseStep 5Just one month after launch, the team fully embraced the new philosophy.
The brand began to be perceived as dynamic and cohesive.
External recognition grew significantly, and internal alignment strengthened.
WOW Awards Victory
2024
The rebranding of Praktika Group was recognized by the professional community, earning Gold at the 2024 WOW Awards in the «Corporate Rebranding» category.
WOW Awards is the premier award for marketing and creative achievements in the real estate sector, held as part of WOW FEST. In 2024, hundreds of projects from developers, agencies, and brands across Russia competed, judged by a panel of over 170 industry experts.
Praktika’s rebrand stood out for its bold conceptual platform, expressive visual identity, and thoughtfully integrated communications that reflected the company's true scale and depth.
WOW Awards is the premier award for marketing and creative achievements in the real estate sector, held as part of WOW FEST. In 2024, hundreds of projects from developers, agencies, and brands across Russia competed, judged by a panel of over 170 industry experts.
Praktika’s rebrand stood out for its bold conceptual platform, expressive visual identity, and thoughtfully integrated communications that reflected the company's true scale and depth.
Results
- Top-3Ranked in the top 3 rebrands in Russia (ERZ ranking)
- GoldWOW Awards 2024 в номинации «Ребрендинг компании»
- 5thJumped from 22nd to 5th in brand visibility in Yekaterinburg
- Visual identityVisual identity now applied across all residential and commercial projects
- The new styleThe new style became the foundation of the corporate culture
- The company «Praktika» extends its gratitude to the creative agency SICHKAR GROUP for their high level of professionalism during the company’s rebranding process.
Throughout the collaboration, SICHKAR GROUP demonstrated a thoughtful approach to the details and specific nature of our business. The agency’s team conducted preliminary research to fully immerse themselves in the essence and values of the Praktika brand.
A special mention goes to their creativity. The SG team proposed an original concept that truly captured the uniqueness of our brand.Alexander NevmerzhitskyCEO, Praktika Group of Companies - «This project is a perfect example of how a brand platform can become more than a design foundation - it can be the core of a team’s identity. We showed how a philosophy can be expressed through a single symbol - a comma. This approach resonates with companies that want to speak about meaning and growth without excess bravado. It’s adaptable to real estate, retail, education, insurance - anywhere.»Ekaterina SichkarFounder Sichkar Group
Команда проекта
- ClientPraktika Group
- Ekaterina SichkarProject Management & Strategy
- Yana BelousovaBrand Platform, Concept & Copywriting
- Viktoria LymarDesign & Visual Identity
- Anna StefkinaDesign & Visual Identity
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