After several important customer wins at its industrial park 30 minutes south of Moscow, the western-led real estate development company wanted to emerge from the umbrella of its former Western partner and establish its own brand. Meanwhile, most of the company’s competitors were larger, and had been operating in the Russian market for a longer time. TalkWise had to name and brand the company in a manner that differentiated it from the competition.
In spite of the challenge in operating in the Russian market, Radius had an impressive track record of delivering Class A warehouse and manufacturing space on-time and within budget. TalkWise proposed the brand promise, “Building trust,” in order to highlight Radius’ responsible and customer-centered development approach. We also proposed the name, “Radius,” which describes the company’s engineering prowess and its full-spectrum of infrastructure solutions.