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EP Advisory
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STARTING POINTFounded in 2018 by Elizaveta Proselkova, EP Advisory has quickly become a leader in career consulting for Russian-speaking professionals who aim to find a new job, change their career, or relocate to the UK & Europe.

Over only two years, the company had expanded to 1000+ clients, a fully remote team of 35 people, and 91k online community. Given the impressive numbers, it’s easy to imagine that Elizaveta has been always there for her team members, customers and business – all day long, every day. But she lost her helicopter view: where’s next?

EP Advisory
DESTINATION

To leap to the next level, Elizaveta and her team needed a comprehensive strategy with a clear and practical set of ‘yes’ and ‘no’ that everyone not only understands but genuinely believes and lives by. The ultimate goal was to develop a brand system that puts what the company stands for – unlocking possibilities beyond borders – at the core of everything they do as a collective, both internally and externally.

EP Advisory
Proposition

We reorganised the structure of services, moving away from a total of 31 single services to 3 goal-oriented packages for each audience that provided clients with easier navigation through choice, which at the same time streamlined consultants’ work processes.

EP Advisory
Framework

As a result of our co-creation with team and community members, we developed a concept of ‘possibilities beyond borders’. The new brand framework orchestrated how EP changed its identity, voice, social media strategy, product offering, onboarding for new consultants and website user experience.

EP Advisory
EP Advisory
EP Advisory
EP Advisory
EP Advisory
Identity

We designed an identity system that was meaningful for the team, flexible and scalable for the company’s growth, and relevant to the audience of ambitious professionals and students. At the heart of it lies a new visual symbol, the brackets of a digital screen which makes a central medium to EP’s remote team but extends the impact of their work way beyond them.

EP Advisory
EP Advisory
EP Advisory
EP Advisory
EP Advisory
Architecture

We arranged key business directions of EP into a monolithic brand architecture with a differentiated yet consistent sub-brand for each: consultancy, e-learning, community engagement, and outsourced HR services for businesses. This has also put the groundwork in defining a long-term business plan for growth.

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Website

We designed, developed and tested a new website, which was updated in its structure, style, content and provided both of our first-time and existing users with a better experience and interface. The website has extended its use from our marketing channel to our digital home, integrating our online learning site, automated job search and client dashboard.

EP Advisory

The website is made user-intuitive and adaptive across all platforms – desktop, tablet and mobile. The easy-to-use backend admin allows the marketing team to update blog, courses, job posts, and other company-wide news.

EP Advisory
Photography

We intentionally stepped away from using stock photography, focusing on the people that make EP what it is today. From team and clients to community and brand ambassadors, the people of EP Advisory have always been at the forefront of its story making the brand real and human. To prepare for the photoshoot, we developed guidelines, designed a moodboard and invited a photographer, make-up artist, stylist and our dear models on board – a creative and fun experience everyone very much enjoyed.

EP Advisory
EP Advisory
EP Advisory
EP Advisory
EP Advisory
EP Advisory
EP Advisory
PROJECT DELIVERABLES
Scale
/Package for this project
  • Positioning map, including market and competitor research
  • Brand concept development & testing
  • Strategic brand framework: positioning, purpose, personality, values
  • Brand architecture
  • Customer persona profiling
  • Value proposition
  • Verbal identity: tagline, brand story, manifesto
  • Visual identity: logo, colours, typeface, application
  • Brand guidelines
  • Website wireframing, design and content writing
  • Social media strategy and design templates
  • Photoshoot, incl. mood board and guide
Project TEAM
  • Elizaveta Proselkova Team & Business
  • Alina Veselaya Strategy & Words
  • Luma Marketing & Social media
  • Joe Identity, web & Dashboard design
  • Marina Graphic design & Social media
  • Denis SEO & Performance marketing
  • Alex Website development
  • Zakhar Identity concept design
  • Katya English-Russian content localisation
  • Maksym UX/UI design
  • Leo Process & Service design
  • Anton Dashboard & Job crawling bot development
  • Kristina Photography
  • Ramina Photoshoot stylist
  • Laura Photoshoot make-up artist
EP Advisory

“Clear and well-structured, Herd's approach boosted creativity levels in our team. Now we know exactly what drives us, what goals we want to achieve and how we want to operate. In the end, it was much more than branding!”

Luma Manina
Head of Marketing