Identity, naming, brand platform, communication strategy and mascot for Migom biometric services platform
The Unified Biometric System is a digital platform that stores and protects the biometric data of Russian citizens. It simplifies everyday life by making a number of routine tasks easier and faster, from logging into Gosuslugi and using MFC services to paying for purchases and checking into hotels.
The studio conducted desk research and qualitative studies to explore global experiences with the implementation of similar solutions and to figure out the best way to approach this in our country.
We understood that the key reason for distrust is a lack of understanding of how biometrics work and how digital identity data is stored. To change this perception, we created an appealing image: we developed a brand platform, communication strategy, came up with a name and designed the visual identity.
The new image is suitable for simple biometric services. For example, for hotel check-ins, train boarding or purchasing age-restricted goods. These services will be unified under the Migom platform with a common identity and positioning.
The core of the brand platform is the idea of confident action. It’s about security as a means of data protection, freedom of choice in managing information, and new opportunities where a physical medium would usually be required.
The name Migom reflects the essence of user interaction with the biometric platform and essentially says: the technology offers a new way of interacting with the familiar reality, making services more accessible, convenient and faster.
The logo is made as a dynamic and strong wordmark. Hidden in the letters is a metaphor for the speed of information transmission from the user and back in the form of rays pointing towards each other. The confidence and massiveness of the characters speak to reliability. The lightning bolt further emphasizes speed.
The light refraction effect and the rich color palette convey the vast range of possibilities of the Migom service platform.
To communicate the idea within the communication strategy, two creative slogan frameworks were developed.
One is image-based, conveying emotional benefits.
The second is product-based, showcasing examples of using the Migom platform.
An important and pleasant part of the identity is the friendly mascot Mig. It is dynamic and stable at the same time, lively and bright—like a spark.
The mascot is easy to use and works well on any media and in any size.
