In Russia independent specialized organizations supervise the compliance of products and services with requirements and standards. The Federal Service for Accreditation (Rusaccreditation) oversees their operation. The National System for Accreditation (NSA), established in 2011, enables smooth operation of all members and promotes Russian export. The National System for Accreditation is one of the most successful institutions in Russia for the past years. 

To enable effective operation and promotion of the NSA capabilities on domestic and international markets, we created brand platform, its architecture and strategy, developed design systems for individual members and generate a unified approach for internal and external communications. 

We began with a profound analytical stage, where we carried out a series of in-depth interviews, studied local and foreign practices, investigated client’s materials and open source information. 

The NSA mission is built around a few important messages that shape its development for the several years ahead. The main idea is that all the members should learn to trust each other. This idea is supported by tag line “Infrastructure of trust”. 

As a result of the project we developed a new visual platform for the NSA and its subbrands, which included logos, color schemes and differentiation principles among the subbrands. Besides we created signs for different types of accredited individuals, a sign itself and architecture for the “accreditation sign”, graphic language and icons for various spheres of accreditation and general photo style. 

The sign is simple and based on the modular grid. The balance between monumental and friendly is maintained precision of forms and proportions. It is composed of a lowercase “a”, a coat of arms that symbolizes reliability and expertise and a dot that symbolizes authority and confidence. We also developed a version of the sign that combines it with national symbols. 

The color scheme is based on subtle and noble colors with a bright red domination. 

The operation of the NSA is focused on ensuring the security of goods entering the Russian market and supporting export. In this public sphere, it is important to be easily understandable for a wide audience and not just professionals in the field. We prepared several leaflets and presentations where we explained the value of this institution for both consumers and country’s economy. 

Strategy, understanding of brand’s audience, visual platform and tone of voice for communications are helping the National System for Accreditation in its further development and growth. 

Ilya Lazuchenkov, Managing Partner

Alyona Naumova, Producer

Ekaterina Lyapkova, Producer

Yuriy Gryazev, Producer

Aleksandr Marfin, Strategist

Egor Myznik, Creative Director

Mariya Sinyutina, Art Director 

Alyona Sedyakina, Art Director

Kristina Skoryeva, Art Director

Irina Purtova, Designer

Anvar Kurbanov, Designer

Oleg Ahn, Content Producer

Alina Telpukhova, Leaflet concept and layout