Roskvit

Fabula Branding was approached by RCleaning, a company operating in the cleaning and large-scale facility maintenance sector. Its portfolio included retail properties, banks, office buildings, mobile phone stores, and other commercial spaces.

At the same time, the company had a large team of employees — people whose work often remains invisible, yet without whom order and comfort would be impossible. The client needed a rebranding that would both strengthen the company’s appeal to B2B partners and become a point of support for the team, helping employees feel the value of their work and take pride in it.

• rethink the brand in line with the company’s actual range of services and strategic ambitions;
• expand brand perception beyond cleaning;
• create a strong and inspiring identity;
• build a brand that works both for external reputation and internal culture;
• develop a name, communication platform, and visual system capable of uniting people and meanings.

The project began with a comprehensive research and analytics stage. The Fabula Branding team audited the brand, internal processes, and current communications, and also analyzed the market, competitive environment, B2B customer behavior, and key industry trends.

In essence, the company was offering comprehensive property maintenance, but this was not reflected in its name or communication. The analysis became an important moment of realization for the team. Behind seemingly “simple” services stood large-scale systematic work, an honest attitude toward clients, and a real contribution to the quality of the urban environment. This insight became the foundation of the new positioning and an internal source of motivation for the team.

This led to the creation of a descriptor that brought all areas of the business together into one clear system.

The brand’s key positioning was formulated as “When everything is in order.” This phrase works on several levels at once. It refers to literal order — cleanliness, functionality, and well-maintained spaces. It also conveys an emotional state — confidence, calm, and a sense of reliability. And it serves as an internal message for the team: when everyone is in the right place, everything truly is in order.

However, the agency did not stop at formulating the idea. Based on it, a full one-year HR strategy was developed. It outlined the key areas of work with personnel: internal communication, motivational tools, corporate culture development, and employee engagement scenarios.

Initially, the client was cautious about the idea of renaming: the RCleaning brand had existed for many years and was familiar to the market. However, during the project it became clear that the old name limited the perception of the company, reducing it to a single service and failing to reflect the true scale of its activities.

Roskvit is about an inner state in which work produces results and transforms people.

“The name became a turning point for the company. It changed not only the external image, but also the team’s internal sense of self. The brand stopped being ‘about cleaning’ and began speaking about people, their contribution, and their growth. It was from the naming stage that deeper managerial and cultural changes began within the company.”

Based on the positioning, verbal communication was developed in Russian and Belarusian, with lively, supportive, and respectful messages: “Roskvit starts with you,” “Your work is a big deal,” “Work. Grow. Bloom.” These phrases work both externally and internally, shaping a culture of recognition and trust.

The brand identity is built on the idea of simplicity, warmth, and light. The logo combines a lowercase wordmark — a sign of openness and friendliness — with a graphic symbol reminiscent of the sun or a flower. Its petals are formed from a repeating element of the letter “r,” the first letter of the name, which strengthens the coherence of the visual image.

Additional shades expand the visual system and make it flexible for different applications.

The agency developed and branded a wide range of touchpoints: corporate presentations, a calendar, business stationery, promotional materials, employee uniforms, and work equipment. The identity became part of the company’s everyday life.

The agency also developed a simple, clear, and functional website for the Roskvit brand. Its purpose is to present the range of services in a clear and structured way, emphasize the systematic nature of the company’s approach, and convey the brand’s new character.

The interface is intuitive, the visual language supports the identity, and the user journey is designed so that both potential clients and job applicants can easily find the information they need and feel the scale of the company.

The brand received a new name, clear positioning, a strong visual system, and communication that speaks with respect, warmth, and confidence.

An important part of the project was the internal work with the team: a presentation of the new brand was organized for employees and management, involving Fabula Branding managing partner Dmitry Kashkan and the agency team. This helped not only to introduce the renewed image, but also to explain its meanings, values, and strategic logic, engaging the team in the transformation.

“For us, it was especially important to live through this project together with the client’s team, to fully understand and internalize their goals and mission. The presentation became a moment of genuine dialogue — about people, about the meaning of work that often remains behind the scenes, yet without which the normal functioning of a city and business would be impossible. We are glad that we were able to truly inspire the team and help them see themselves and their role in a new way. These values are close to us: respect for work, respect for people, and respect for order as the foundation of sustainable growth. Projects like this give us confidence that branding can change not only a company’s image, but also its internal state.”