pointy
Brand and creative strategy development, consulting and workshops for companies, creative and branding agencies.
Sabina Reingold Ksenia Ovchinnikova Founders For more than 10 years we have been working in the field of strategy and communications. Conducting research, creating brand and communication strategies, developing and launching significant projects are the experience that we brought to our joint project Pointy. At different stages of our professional journey we have worked with companies like Beeline, Yandex, Ehrmann, PepsiCo, Levi’s, Yota, Icon Development, Kyrgyzkommers Bank, Huawei, ECCO, and agencies such as Friends Moscow, SLAVA, GForce/Grey, the Clients. We have worked with the markets of Kazakhstan, Russia, Uzbekistan, Kyrgyzstan, Latin America, the USA, Europe and therefore we truly understand the peculiarities of these regions. We not only do strategic projects, but also develop specialists in different markets. Ksenia is the author and curator of several educational courses on strategy at Mads school and Red Jolbors festival. She is also a member of the international APG community of strategists. Sabina created the Red Jolbors Communications Festival, which has become the grand professional event for the Central Asian market. |
We help businesses transform stories into effective communications
There is a story behind every business. A story that could become a strong brand. Or it may remain unsaid. What does it depend on?
A correctly set business goal? Weighted marketing KPIs? A competent strategy or an unusual creative?
Success lies in the fact that all these elements work as a unified integral system. When the brand team clearly understands the company’s business objectives, the strategist asks the right questions at the briefing and guides the creative team, the creatives, in turn, understand where the brief came from and what idea will not only stand out from the clutter, but also really solve the client’s business problems.
Therefore, we not only create effective strategies, but also help to systematize the approach to communication development so that you achieve meaningful results with less effort.
A correctly set business goal? Weighted marketing KPIs? A competent strategy or an unusual creative?
Success lies in the fact that all these elements work as a unified integral system. When the brand team clearly understands the company’s business objectives, the strategist asks the right questions at the briefing and guides the creative team, the creatives, in turn, understand where the brief came from and what idea will not only stand out from the clutter, but also really solve the client’s business problems.
Therefore, we not only create effective strategies, but also help to systematize the approach to communication development so that you achieve meaningful results with less effort.
What do we offer?
Brand strategy audit
Goals
We analyze the strengths and weaknesses of the brand in terms of the company's goals for the next year, taking into account the competitive environment, market trends and the cultural context of the audience, in order to identify key barriers and drivers of brand growth at each stage.
Result
A ppt document detailing the takeaways from each meeting, clearly identifying areas of risk and growth, recommendations for improvement, and next steps for your team.
Methodology
A series of three 2-hour expert consultations during which we conduct a SWOT analysis of the business, marketing and communications challenges from a brand development point of view, provide practical recommendations and formulate next steps. An alternative method is a workshop with the client team.
We analyze the strengths and weaknesses of the brand in terms of the company's goals for the next year, taking into account the competitive environment, market trends and the cultural context of the audience, in order to identify key barriers and drivers of brand growth at each stage.
Result
A ppt document detailing the takeaways from each meeting, clearly identifying areas of risk and growth, recommendations for improvement, and next steps for your team.
Methodology
A series of three 2-hour expert consultations during which we conduct a SWOT analysis of the business, marketing and communications challenges from a brand development point of view, provide practical recommendations and formulate next steps. An alternative method is a workshop with the client team.
Full strategy development
Goals
We develop brand, creative and communication strategies and help clients to implement the found meanings in the daily work of a business or a partner creative agency.
Result
You get strategies that you will definitely put into practice. We have seen time and time again how developed strategies go to trash bin, as clients and agencies do not understand how to use them further. So instead of 200-slide presentations and complex analytics, we provide short, understandable and inspiring documents and help you put them into work tomorrow.
Methodology
For advertising campaigns or communication strategies for a year, we prepare a creative one-pager brief, and for the development of a full-fledged brand, we conduct a series of strategic sessions, during which we consistently fill your brand with meaning.
We develop brand, creative and communication strategies and help clients to implement the found meanings in the daily work of a business or a partner creative agency.
Result
You get strategies that you will definitely put into practice. We have seen time and time again how developed strategies go to trash bin, as clients and agencies do not understand how to use them further. So instead of 200-slide presentations and complex analytics, we provide short, understandable and inspiring documents and help you put them into work tomorrow.
Methodology
For advertising campaigns or communication strategies for a year, we prepare a creative one-pager brief, and for the development of a full-fledged brand, we conduct a series of strategic sessions, during which we consistently fill your brand with meaning.
Training for in-house teams and creative agencies
Goals
We provide working tools for creating brand, creative and communication strategies without the involvement of third-party specialists.
Result
Practical checklists for working with creative briefs, communication frameworks, tasks for developing or refining a brand strategy.
Methodology
A 2-day workshop in the immersion-discharge format, where on the first day you immerse yourself in theory and cases, and on the second day you use the acquired knowledge in practice for your own brand.
We provide working tools for creating brand, creative and communication strategies without the involvement of third-party specialists.
Result
Practical checklists for working with creative briefs, communication frameworks, tasks for developing or refining a brand strategy.
Methodology
A 2-day workshop in the immersion-discharge format, where on the first day you immerse yourself in theory and cases, and on the second day you use the acquired knowledge in practice for your own brand.
Strategy tender support
Goals
We offer all kinds of support for creative and branding agencies as part of the tender process: we develop strategic directions, conduct additional audience research, help with competitive analysis.
Result
A coherent, logical presentation that helps the team sell developed ideas to the client based on strategic expertise and data.
Methodology
Depending on the terms of the tender, we offer different formats of work: sprint sessions, joint storms, conducting in-depth interviews.
We offer all kinds of support for creative and branding agencies as part of the tender process: we develop strategic directions, conduct additional audience research, help with competitive analysis.
Result
A coherent, logical presentation that helps the team sell developed ideas to the client based on strategic expertise and data.
Methodology
Depending on the terms of the tender, we offer different formats of work: sprint sessions, joint storms, conducting in-depth interviews.
What our clients say about us
Writing a review for strategists like the Pointy team is a tough test of your own human qualities and an easy opportunity to be disappointed in yourself. It is very hard to share your own enthusiasm, recommend people, listing their professional qualities and ability to take the project to a new level, if you understand that this will lead to the fact that other agencies can also use their services and then you will lose this competitive advantage. But it seems that I managed to overcome myself and tell you that there are strategists who can ask questions where everyone agrees, write stories instead of making 100 slides with useless graphs, and inspire, rather than puzzle the team with strategy.
In 2021, Kyrgyzkommertsbank carried out repositioning. Thanks to cooperation with the Pointy strategic team, our bank has built a solid marketing foundation, based on which we successfully launched a number of products and services in the Kyrgyz market. Competent development and creative approach during implementation allowed the Bank to successfully launch these products on the Kyrgyz market. We especially want to emphasize the excellent work, creative approach, execution of work on time, the ability to solve problems in the shortest possible time and interest in the final result.
I may even suggest Ksenia to our marketing teams as a strategist too often — but the result is always worth it. Ksenia quickly understands the problem, always offers many solutions, hears feedback perfectly, reacts flexibly and clearly. It was Ksenia who was behind one of Yandex Search's most notable communications, "It's okay not to know," which elicited a very positive audience reaction and showed notable business results.
We evaluate the result of our cooperation as high-quality and positive: we are finally glad that we started to conduct such a project, because, I believe that in Kyrgyzstan we would hardly have found something similar. The product we received is slightly ahead of the market. In my opinion, we will be the first to be able to apply the right approaches in marketing through such work.
We worked with Ksenia on the brand strategy, starting from positioning to an identity brief. Ksenia immersed herself deeply in both the category and the project. On the one hand, she worked clearly according to the brief, and on the other hand, she managed to find really non-obvious insights and form directions, one of which was chosen by the team and then became the leader at the focus groups. As a result of working with Ksenia, even the product formula was finalised, and the identity of the new brand was developed. The whole team noted the ease of communication and mutual understanding with Ksenia.
Let's create strong brands together
Sabina Reingold
+7 901 905 75 85
sabinareingold@gmail.com
+7 901 905 75 85
sabinareingold@gmail.com
