Developing a B2B identity for a major service involves extrapolating the design system to include sub-brands. Given the regional diversity, we addressed specific nuances in typography, photography, and tone of voice for each market. For the purposes of this project, I am demonstrating the results using the visual vertical for Russia as an example.

The core stylistic element that distinguishes our light B2B sub-brand from the bright yellow master brand is the use of transparency, subtle halftones, and glass and plastic textures. These visuals reflect our commitment to transparent processes, trust, high-end technology, and professionalism. We are a cutting-edge, and most importantly, reliable service dedicated to helping businesses grow.
In our primary touchpoint — the Vendor Dashboard — we utilize communication banners featuring translucent 3D imagery. These banners are categorized by theme, content, and priority. Everything is natively integrated into our product design system and is consistently applied across the product, performance marketing, newsletters, and landing pages.

Below, you can find an adapted and streamlined version of the guidelines developed for contractors. This version excludes extensive instructions for banners, newsletters, merchandise, interior/public space design, and international brand localization. While the original guidelines for the Russian region were authored in Russian, these frames have been translated into English specifically for this case study.

For physical design and public spaces, we slightly adapt the color palette depending on the touchpoint and the specific project. However, we strictly follow our core principles: the signature yellow must remain recognizable, but it should not overpower the white and light grey tones. Throughout the design, we emphasize process transparency by using translucent 3D models and thin, transparent materials.

Click the buttons below to explore the web and mobile app interfaces.