‘Big Machine’ is a truck service. The company plans to expand its product range and enter new markets in Russia. The old brand “Подкова Truck” is not suitable for scaling a business, so it has been radically changed. We have developed for them a new positioning, name, brand-line, logo and elements of corporate graphics.

For 16 years the company has been engaged in wholesale and retail sales and installation of tires. During this time, consumers have formed a clear perception of «Подкова Truck» as «the most reliable» tire company in Altai. Today the ‘Big Machine’ is ready to offer much more services for servicing trucks. An important goal of the rebranding was to convey this key message to the consumer.

The concept is based on a metaphor of the system. The main provisions are control and management. The center is a well-coordinated mechanism in which there is no place for chaos. Verbal communication begins with the powerful and imaginative naming of ‘Big Machine’. The brand-line slogan «Повезёт железно» maintains the overall tone of the brand’s communication. In Russian, the word «повезёт» has two meanings: «lucky» and «will go». The word «железно» is translated as «iron». It refers to the past concept expressed by the brand-line «Your luck on the road».

The heavyweight font and cropped border create a unique mark that supports the ‘Big Machine’ image. Depending on the media, the frame can change its size, which allows the communication to be scaled to different media. The emphasis in communication has been transferred to the word ‘Big’, imitating the details of one large mechanism. Continuity is maintained thanks to the yellow and black colors that were used by the company before the rebranding.