CLIENT
Topline is one of the largest filling station chains in Omsk (Russia). Currently, Topline network
includes over 40 filling stations in Omsk and Omsk region, and 4 stations in Novosibirsk. Over 1400
corporate clients have partnership with Topline. Among them, the leaders in the car service of
Omsk and the region’s top industries.
TASK
Complete rebranding. Outdoor design of the filling stations. Develop the brand identity guidelines
and the filling station design guidelines.

Rebranding
Apart from the brand name, we left the recognizable logo image – a crocodile.
The redesigned logo looks more animated, friendly and vibrant. We suggested a more appropriate font family for the logo sign TT Rounds (TypeType) and fixed it with the positioning statement “The network of excellent Filling Stations”. The typical soft plasticity of the logo sign is transmitted to the graphic elements – stripes, lines, which are used in a range of scales on promotional products.
Filling station design
There are 45 filling stations in the network. We developed the design for over 20 of them. The client approached with a task to realize the project within a strictly limited budget, which explains the choice of budget materials for the construction purposes. We had to work with the existing station buildings, so our solutions had to be adapted to their shape. For that reason all filling station has an individual design and for some we have developed purpose-tailored compact solutions. The ongoing work started in 2014.

Apart from the fuel stations, we designed stationary, apparel and promotional materials: staff uniform, vehicle design, advertising mediums, POS-materials, navigation system etc.

PROJECT
TEAM

Creative Directors – Boris Alexandrov & Anna Alexandrova

Account Manager – Daria Svidchenko

BRANDING

Art Director – Anton Storozhev
Graphic Designers – Server TerlekchiAlexander OsipenkoElena Parhisenko, Dmitriy Moga
Illustrator – Alexander Gusarev
Copywriter — Dimitry Panasiuk​​​​​​​
Photo — Mikhail Burdel

ARCHITECTURE

Sergey MakuhovskiyAlexander GusarevElena GuryevaLiza Kudinova, Irina Shtremel, Plamen Zhuzhunov
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