VISUAL IDENTIFICATION OF A PUBLIC ASSOCIATION OF PROFESSIONAL COMMUNICATORS: A CASE STUDY OF THE PRESS SERVICE CLUB OF THE CHELYABINSK REGION

A unique public association established for the professional development of PR specialists – the Press Service Club of the Chelyabinsk Region – has, over its 16-year history, arrived at the necessity of transitioning to a new level. The prevalence of internal corporate projects and an outdated visual representation led to low brand recognition and a discrepancy between visual communications and the Club’s professional potential, which at a certain point began to hinder its further development. A decision was made to conduct a rebranding that encompassed positioning, the communication system, and corporate style, which became the foundation of the community’s visual identification. This experience proved to be unprecedented for informal public associations in the region, which often do not attach importance to their own identification and lack the resources to implement a high-quality visual project. The article explores why the Press Service Club succeeded, what trends and key messages were laid at the foundation of its identity, and what results the new positioning of this professional communicators’ community has yielded.