When Beltelecom introduced its new interactive television service, it needed more than just a logo. The challenge was to create a strong brand identity with a memorable name, a consistent style, and clear communication that would resonate with future subscribers.
The ZALA corporate identity was shortlisted at the White Square Advertising Festival in the “Corporate Identity” category.
Naming: short, catchy and meaningful
After considering about 150 options and long discussions with the client, the name “ZALA” was chosen. “ZALA” means “hall” in Belarusian, which means the different purposes of the halls, such as entertainment, enjoyment and training. The key positioning of the ZALA brand is interactivity, which allows subscribers to schedule viewing time, postpone viewing, and pause the broadcast.
Logo: simplicity with character
The identity was built on minimalism. A black, white, and grey palette and a geometric logo with clear lines. It is bold, legible, and works seamlessly across formats – on screen, in print, and in digital communication. It reflects the modern, technological nature of the service.
Brand book: one language for every channel
All solutions were compiled in a brand book. It contains guidelines for logo usage, colors, typography, and examples of layouts and applications. Thanks to this, the ZALA brand remains consistent across every touchpoint – from business cards and brochures to outdoor advertising and TV graphics.
Communication: from print to video
To support the launch, we developed a full package of advertising materials – posters, brochures, POS displays. Everything worked together to create a recognizable and modern brand.
We also produced a series of videos that demonstrated ZALA’s key features: pause, rewind, and replay. This clear, visual explanation made Beltelecom’s interactive TV service accessible and attractive to its audience.
An Integrated Approach to Branding
The ZALA project brought together several of our core services: from branding and visual identity to print design and video production and presentation films. This integrated approach helped us build a consistent brand image and support its launch across all communication channels.