FRP
The fund offers preferential terms for co-financing of projects aimed at the development of new high-tech product, technical re-equipment and creation of competitive enterprises. For the implementation of these projects the fund provides for entrepreneurs loans fr om 50 to 500 million rubles at 5% rate, encouraging the flow of direct investment in real sector of economy.
In addition to preferential loans the Fond Razvitiya Promyshlennosti became for the industrial entrepreneurs kind of «single window» where one can get quality advice on different state programs for industry development.
The project was complicated with the fact that key target audiences of the fund, government institutions and entrepreneurs, are used to entirely different tones of communication. The Fond Razvitiya Promyshlennosti should have become a bridge between them by creating a significant product for both sides and by building up a communication system that would be understandable both for public administrators and business representatives. The fund's brand developed by Depot successfully responds to the challenge. On the one hand, the fund has some features of a government institution (like stability, sustainability, confidence), on the other hand, it fits well into a series of commercial brands.
Anastasiya Tretyakova, Creative Director of Depot: «This is one of the first Russian government projects that is bright and «with a human face». The fund's logo can be easily imagined both next to the national flag or the coat of arms of Russian Federation and among the logos of most sophisticated and client-oriented commercial companies.»
Great emphasize in brand development has been placed on simplicity, openness and friendliness. FRP is transparent to everyone: higher authorities understand wh ere the money goes and the entrepreneurs understand how to get this money. All the elements of the fund's corporate identity emphasize it — from simple symbol and writing in lowercase letters to site design and interior solutions in which a maximum amount of transparent and translucent materials is used.
Andrey Gorodov, Head of the Department for External Relations of FRP: «In 2015 we launched an entirely new development institution. We understood ascertainable skepticism of business towards any government initiatives. At the same time, it was obvious for us that «long-term cheap» money for the industry is the solution that market has been waiting for. Loans at 5% rate give a real chance to create the best, innovative enterprises in our country. The success of FRP in the beginning depended on whether the best Russian enterprises believe that criteria and selection procedure are truly transparent and unbiased. For that reason our objective was to speak a common language with business, which is simple and open one. It was important to place emphasis in the identity on development and leadership. The team of Depot completed these tasks quickly and qualitatively. The result has fulfilled and even exceeded our expectations.»
