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Our mission —
Develop and support brands that help businesses earn more
We are convinced that the brand should be integrated into all business processes and, with a competent approach, help the company reduce investments in short-term marketing.
Services
Brand building
Market research
We conduct and monitor qualitative and quantitative research, and help find reliable market research partners.
Positioning
We determine the most effective direction for brand development, taking into account the competitive context, trends and audience needs.
Brand platform
We pack the key meanings of the brand into an actionable document that can be used by both the internal marketing team and external partners - creative and branding agencies.
Brandbook facilitation
We brief agencies for the development of a brand identity and supervise the process of its creation.
Brand integration
Building in-house brand teams
We help you to find relevant specialists that will apply brand strategy within the company.
Process building
We are conducting a series of strategic workshops with the brand team to systematize work with the brand platform.
Effectiveness tracking
We help create KPIs for the brand team to track the results of implementing the strategy in all internal processes.
Communication guides
We supervise the development of internal guides, attract external specialists (copywriters, designers) to clarify the key meanings for each department (sales, product, PR, SMM).
Brand communication
Communication strategy
We develop a long-term communications plan for the brand over the next 1-2 years: determine the audience and segments, their drivers, barriers, insights, clarify the message matrix, recommend channels and formats. We can develop a media strategy upon request.
PR strategy
We help you find the most effective use of PR tools to implement a communication strategy or develop a stand alone plan for brand metrics growth.
Embedding the brand into the culture
We find promising niches for collaborations, partnerships, sponsorships with local creators in accordance with the brand platform. We are convinced that the presence of a brand in the local field helps drive long-term sales.
Finding reliable partners for promotion
We find, brief and supervise the implementation of the communication plan. Among our colleagues are professionals who have won prestigious creative awards and teams that are ready to create 360 integrated campaigns.
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They choose us
Toolor
Brand strategy development
Goals
Development of positioning and brand platform for a new fashion brand entering the Russian market in the middle up segment.
Solution
Due to the highly cluttered market and the growth of brands among local designers with their own philosophy, we started from the vision of the brand founders, the USP of the product, the spirit and history of Kyrgyzstan (the birthplace of the brand) and behavioral macro-trends for 2024-2025. We found out that everything is united around the mindset of nomads - free people who are at ease with the world.
Results
The developed brand platform formed the basis not only for brand communication, but also inspired the development of product lines.
According to the client, the brand easily got onto the Trend Island and Lamoda sites among hundreds of others due to its bright brand idea.
YANDEX DEVICES
Audit and refinement of brand strategy
Goals
Audit of the current platform of the Devices brand group and clarification of all meanings in the platform for the development of internal communication guides. The client faced the fact that the platform that’s been previously proposed did not fully meet the business objectives, and its applicability in work was quite limited.
Solution
A series of theoretical and practical workshops were held, where we, together with the team, determined their vision, the needs of the audience, the possibilities of using the platform internally, and finalized all parts of the platform so that they would be clear and inspiring to every member of the team.
Results
The brand platform of the Devices group was approved, namely the essence, mission, values, character, ladder of advantages, detailed ToV and instructions for work within each department in the company.
The business is now in the process of implementing the platform according to our guides.
COMPANION
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform, communication strategy, Manifesto video for internal use and motivation of new employees, the first image advertising campaign for the bank’s rebranding.
Full project support was required.
Solution
To develop the brand, qualitative and quantitative research and a series of strategic workshops with the team of the bank’s Management Board were conducted, as a result of which one concept was selected for implementation and further development in communication. To develop the Manifesto, as well as implement and supervise the campaign, we brought in a proven creative pair.
Results
The bank's marketing team gained a clear understanding of what their brand is about, what messages need to be conveyed in the coming years, how it impacts their internal business processes, and how they can track results after each advertising campaign.
The business is now in the process of implementing the platform according to our guides. The advertising campaign is planned for autumn 2024.
BERGENSON & BJORN
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform and communication strategy for a new brand.
Solution
To determine the key role of the brand and the most effective way to communicate with the audience, we conducted the research (in-depth interviews, trend watching, mapping competitors, analysis of product offerings), as a result of which the team unanimously chose one concept out of three for developing further in the brand platform and broader brand communication.
Results
A detailed brand platform with a focus on revealing the tone of voice (visually and verbally with references), as well as a step-by-step plan for activating the brand in the next few years.
The business is now in the process of implementing the platform according to our guides.
DODO PIZZA
Development of a communication strategy for the Turkish market
Goals
Development of a brand communication strategy in the Turkish market. It was necessary to understand which emotional territory, first of all, would help to gain a foothold in the market in conditions of a limited media budget.
Solution
The emphasis was on analyzing the culture and trends of the audience, analyzing competitors (pizzerias + QSR) in terms of positioning, emotional and functional advantages, in order to find a territory that is close to pizza, comes from culture, does not contradict the client’s business and marketing strategy, and is decomposed into segments, cities, areas.
Results
A clear plan for building a unified image and consistent communication, which includes a matrix of messages for the segment, region, consumption situation, takes into account the local context, contains ideas for product development, non-standard promotion formats, as well as criteria for the effectiveness of communication. The plan is currently being implemented.
Alexandra Novokhatskaya, Creative Director of Yandex studio “7.47”
Azamat Koshoev, Managing Director, Member of the Board of Kyrgyzkommers
Marketing Team, Icon Development
Anna Koroleva, Group
brand manager Ehrmann
Olga Shin, Managing Director
Marketing and Communications, Companion
Your review may appear here =)
Alexandra Novokhatskaya, Creative Director of Yandex studio “7.47”
Azamat Koshoev, Managing Director, Member of the Board of Kyrgyzkommers
Marketing Team, Icon Development
Anna Koroleva, Group
brand manager Ehrmann
Your review may appear here =)
Our team
Sabina Reingold and Ksenia Ovchinnikova are co-founders of Pointy. The team has more than 10 years of experience in research, strategy development, and communications for different markets. We created and implemented projects for clients from Russia, Central Asian countries (Kazakhstan, Uzbekistan, Kyrgyzstan), Turkey, and China.
Cases
TOOLOR
Brand strategy development
Goal
Development of positioning and brand platform for a new fashion brand entering the Russian market in the middle up segment.
Solution
Due to the highly cluttered market and the growth of brands among local designers with their own philosophy, we started from the vision of the brand founders, the USP of the product, the spirit and history of Kyrgyzstan (the birthplace of the brand) and behavioral macro-trends for 2024-2025. We found out that everything is united around the mindset of nomads - free people who are at ease with the world.
Results
The developed brand platform formed the basis not only for brand communication, but also inspired the development of product lines.
According to the client, the brand easily got onto the Trend Island and Lamoda sites among hundreds of others due to its bright brand idea.
YANDEX DEVICES
Audit and refinement of brand strategy
Goals
Audit of the current platform of the Devices brand group and clarification of all meanings in the platform for the development of internal communication guides. The client faced the fact that the platform that’s been previously proposed did not fully meet the business objectives, and its applicability in work was quite limited.
Solution
A series of theoretical and practical workshops were held, where we, together with the team, determined their vision, the needs of the audience, the possibilities of using the platform internally, and finalized all parts of the platform so that they would be clear and inspiring to every member of the team.
Results
The brand platform of the Devices group was approved, namely the essence, mission, values, character, ladder of advantages, detailed ToV and instructions for work within each department in the company.
The business is now in the process of implementing the platform according to our guides.
COMPANION
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform, communication strategy, Manifesto video for internal use and motivation of new employees, the first image advertising campaign for the bank’s rebranding.
Full project support was required.
Solution
To develop the brand, qualitative and quantitative research and a series of strategic workshops with the team of the bank’s Management Board were conducted, as a result of which one concept was selected for implementation and further development in communication. To develop the Manifesto, as well as implement and supervise the campaign, we brought in a proven creative pair.
Results
The bank's marketing team gained a clear understanding of what their brand is about, what messages need to be conveyed in the coming years, how it impacts their internal business processes, and how they can track results after each advertising campaign.
The business is now in the process of implementing the platform according to our guides. The advertising campaign is planned for autumn 2024.
BERGENSON & BJORN
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform and communication strategy for a new brand.
Solution
To determine the key role of the brand and the most effective way to communicate with the audience, we conducted the research (in-depth interviews, trend watching, mapping competitors, analysis of product offerings), as a result of which the team unanimously chose one concept out of three for developing further in the brand platform and broader brand communication.
Results
A detailed brand platform with a focus on revealing the tone of voice (visually and verbally with references), as well as a step-by-step plan for activating the brand in the next few years.
The business is now in the process of implementing the platform according to our guides.
DODO PIZZA
Development of a communication strategy for the Turkish market
Goals
Development of a brand communication strategy in the Turkish market. It was necessary to understand which emotional territory, first of all, would help to gain a foothold in the market in conditions of a limited media budget.
Solution
The emphasis was on analyzing the culture and trends of the audience, analyzing competitors (pizzerias + QSR) in terms of positioning, emotional and functional advantages, in order to find a territory that is close to pizza, comes from culture, does not contradict the client’s business and marketing strategy, and is decomposed into segments, cities, areas.
Results
A clear plan for building a unified image and consistent communication, which includes a matrix of messages for the segment, region, consumption situation, takes into account the local context, contains ideas for product development, non-standard promotion formats, as well as criteria for the effectiveness of communication. The plan is currently being implemented.
Toolor
Brand strategy development
Goals
Development of positioning and brand platform for a new fashion brand entering the Russian market in the middle up segment.
Solution
Due to the highly cluttered market and the growth of brands among local designers with their own philosophy, we started from the vision of the brand founders, the USP of the product, the spirit and history of Kyrgyzstan (the birthplace of the brand) and behavioral macro-trends for 2024-2025. We found out that everything is united around the mindset of nomads - free people who are at ease with the world.
Results
The developed brand platform formed the basis not only for brand communication, but also inspired the development of product lines.
According to the client, the brand easily got onto the Trend Island and Lamoda sites among hundreds of others due to its bright brand idea.
Market research
We conduct and monitor qualitative and quantitative research, and help find reliable market research partners.
Positioning
We determine the most effective direction for brand development, taking into account the competitive context, trends and audience needs.
Brand platform
We pack the key meanings of the brand into an actionable document that can be used by both the internal marketing team and external partners - creative and branding agencies.
Brandbook facilitation
We brief agencies for the development of a brand identity and supervise the process of its creation.
Brand building
Brand integration
Brand communication
Building in-house brand teams
We help you to find relevant specialists that will apply brand strategy within the company.
Process building
We are conducting a series of strategic workshops with the brand team to systematize work with the brand platform.
Effectiveness tracking
We help create KPIs for the brand team to track the results of implementing the strategy in all internal processes.
Communication guides
We supervise the development of internal guides, attract external specialists (copywriters, designers) to clarify the key meanings for each department (sales, product, PR, SMM).
Brand building
Brand integration
Brand communication
Communication strategy
We develop a long-term communications plan for the brand over the next 1-2 years: determine the audience and segments, their drivers, barriers, insights, clarify the message matrix, recommend channels and formats. We can develop a media strategy upon request.
PR strategy
We help you find the most effective use of PR tools to implement a communication strategy or develop a stand alone plan for brand metrics growth.
Embedding the brand into the culture
We find promising niches for collaborations, partnerships, sponsorships with local creators in accordance with the brand platform. We are convinced that the presence of a brand in the local field helps drive long-term sales.
Finding reliable partners for promotion
We find, brief and supervise the implementation of the communication plan. Among our colleagues are professionals who have won prestigious creative awards and teams that are ready to create 360 integrated campaigns.
Brand building
Brand integration
Brand communication
Toolor
Brand strategy development
Goals
Development of positioning and brand platform for a new fashion brand entering the Russian market in the middle up segment.
Solution
Due to the highly cluttered market and the growth of brands among local designers with their own philosophy, we started from the vision of the brand founders, the USP of the product, the spirit and history of Kyrgyzstan (the birthplace of the brand) and behavioral macro-trends for 2024-2025. We found out that everything is united around the mindset of nomads - free people who are at ease with the world.
Results
The developed brand platform formed the basis not only for brand communication, but also inspired the development of product lines.
According to the client, the brand easily got onto the Trend Island and Lamoda sites among hundreds of others due to its bright brand idea.
YANDEX DEVICES
Audit and refinement of brand strategy
Goals
Audit of the current platform of the Devices brand group and clarification of all meanings in the platform for the development of internal communication guides. The client faced the fact that the platform that’s been previously proposed did not fully meet the business objectives, and its applicability in work was quite limited.
Solution
A series of theoretical and practical workshops were held, where we, together with the team, determined their vision, the needs of the audience, the possibilities of using the platform internally, and finalized all parts of the platform so that they would be clear and inspiring to every member of the team.
Results
The brand platform of the Devices group was approved, namely the essence, mission, values, character, ladder of advantages, detailed ToV and instructions for work within each department in the company.
The business is now in the process of implementing the platform according to our guides.
COMPANION
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform, communication strategy, Manifesto video for internal use and motivation of new employees, the first image advertising campaign for the bank’s rebranding.
Full project support was required.
Solution
To develop the brand, qualitative and quantitative research and a series of strategic workshops with the team of the bank’s Management Board were conducted, as a result of which one concept was selected for implementation and further development in communication. To develop the Manifesto, as well as implement and supervise the campaign, we brought in a proven creative pair.
Results
The bank's marketing team gained a clear understanding of what their brand is about, what messages need to be conveyed in the coming years, how it impacts their internal business processes, and how they can track results after each advertising campaign.
The business is now in the process of implementing the platform according to our guides. The advertising campaign is planned for autumn 2024.
BERGENSON & BJORN
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform and communication strategy for a new brand.
Solution
To determine the key role of the brand and the most effective way to communicate with the audience, we conducted the research (in-depth interviews, trend watching, mapping competitors, analysis of product offerings), as a result of which the team unanimously chose one concept out of three for developing further in the brand platform and broader brand communication.
Results
A detailed brand platform with a focus on revealing the tone of voice (visually and verbally with references), as well as a step-by-step plan for activating the brand in the next few years.
The business is now in the process of implementing the platform according to our guides.
DODO PIZZA
Development of a communication strategy for the Turkish market
Goals
Development of a brand communication strategy in the Turkish market. It was necessary to understand which emotional territory, first of all, would help to gain a foothold in the market in conditions of a limited media budget.
Solution
The emphasis was on analyzing the culture and trends of the audience, analyzing competitors (pizzerias + QSR) in terms of positioning, emotional and functional advantages, in order to find a territory that is close to pizza, comes from culture, does not contradict the client’s business and marketing strategy, and is decomposed into segments, cities, areas.
Results
A clear plan for building a unified image and consistent communication, which includes a matrix of messages for the segment, region, consumption situation, takes into account the local context, contains ideas for product development, non-standard promotion formats, as well as criteria for the effectiveness of communication. The plan is currently being implemented.
YANDEX DEVICES
Audit and refinement of brand strategy
Goals
Audit of the current platform of the Devices brand group and clarification of all meanings in the platform for the development of internal communication guides. The client faced the fact that the platform that’s been previously proposed did not fully meet the business objectives, and its applicability in work was quite limited.
Solution
A series of theoretical and practical workshops were held, where we, together with the team, determined their vision, the needs of the audience, the possibilities of using the platform internally, and finalized all parts of the platform so that they would be clear and inspiring to every member of the team.
Results
The brand platform of the Devices group was approved, namely the essence, mission, values, character, ladder of advantages, detailed ToV and instructions for work within each department in the company.
The business is now in the process of implementing the platform according to our guides.
COMPANION
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform, communication strategy, Manifesto video for internal use and motivation of new employees, the first image advertising campaign for the bank’s rebranding.
Full project support was required.
Solution
To develop the brand, qualitative and quantitative research and a series of strategic workshops with the team of the bank’s Management Board were conducted, as a result of which one concept was selected for implementation and further development in communication. To develop the Manifesto, as well as implement and supervise the campaign, we brought in a proven creative pair.
Results
The bank's marketing team gained a clear understanding of what their brand is about, what messages need to be conveyed in the coming years, how it impacts their internal business processes, and how they can track results after each advertising campaign.
The business is now in the process of implementing the platform according to our guides. The advertising campaign is planned for autumn 2024.
Our review
BERGENSON & BJORN
Development of brand strategy and communication strategy
Goals
Development of positioning, brand platform and communication strategy for a new brand.
Solution
To determine the key role of the brand and the most effective way to communicate with the audience, we conducted the research (in-depth interviews, trend watching, mapping competitors, analysis of product offerings), as a result of which the team unanimously chose one concept out of three for developing further in the brand platform and broader brand communication.
Results
A detailed brand platform with a focus on revealing the tone of voice (visually and verbally with references), as well as a step-by-step plan for activating the brand in the next few years.
The business is now in the process of implementing the platform according to our guides.
DODO PIZZA
Development of a communication strategy for the Turkish market
Goals
Development of a brand communication strategy in the Turkish market. It was necessary to understand which emotional territory, first of all, would help to gain a foothold in the market in conditions of a limited media budget.
Solution
The emphasis was on analyzing the culture and trends of the audience, analyzing competitors (pizzerias + QSR) in terms of positioning, emotional and functional advantages, in order to find a territory that is close to pizza, comes from culture, does not contradict the client’s business and marketing strategy, and is decomposed into segments, cities, areas.
Results
A clear plan for building a unified image and consistent communication, which includes a matrix of messages for the segment, region, consumption situation, takes into account the local context, contains ideas for product development, non-standard promotion formats, as well as criteria for the effectiveness of communication. The plan is currently being implemented.