Description

Background
Sergek is a Kazakh IT company developing technologies for urban safety and growth. For many years its name was associated with fines and the brand remained a symbol of punishment. In reality thanks to its technologies road fatalities dropped by more than 55% and accidents in Astana were reduced by 43%. Yet the brand looked bureaucratic locked in B2G communication and disconnected from citizens.

Challenge
The main task was to change brand perception and communicate Sergek’s true mission developing cities. To shift the focus from punishment to innovation and social value.

Concept idea
We proposed a new human-centered platform with the positioning “Your City Partner.” A partner means shared responsibility with the people of the city. This idea reframes Sergek as a tech company enabling safer smarter cities rather than a penalty system.

Execution (concept)
We developed a design system that moves the brand out of closed B2B and B2G circles into the city itself into direct communication with people.

The new identity is based on a flexible visual frame a metaphor for safety and protection. The color palette combines lavender as the main accent with neutral tones creating a balance of technology and human warmth. Typography was selected to be modern and confident yet accessible in any medium. The system is designed to be scalable from digital interfaces to outdoor communication.

The identity was visualized on urban touchpoints at safe intersections in street navigation in parks and public spaces. Through this concept Sergek becomes part of the environment people see and feel every day.

Potential
The project shows how Sergek can shift its perception from being a penalty-driven control system to becoming a partner in urban life. It demonstrates how identity and strategy can move the brand from closed B2B and B2G communication into the city itself closer to people and businesses. This is how we transformed a control system into a system of partnership.

It positions Sergek as the partner of the cities we live in.

Credits

Yrysty Yerden, Head Brand Strategist
Alena Khegay, Creative Director
Adil Ashenov, Art Director
Mariya Seilova, Brand Strategist