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Personal Brand• Brandbook • PR • Landing
Fedor Stepanov
Building trust for an Investment company through the personal brand of Its founder, Fedor Stepanov
Client
Fedor Stepanov, founder "Svoboda v Kvadrate", an investment company specializing in commercial real estate
Challenge
The company offered a transparent and effective model for investing in commercial real estate but had no established digital presence. The complexity of the product required a communication strategy that could demystify high-level investments, build immediate trust, and position founder Fedor Stepanov as a leading authority in a skeptical market
Our Objectives
  • Strategy and visual style
    To develop a comprehensive brand identity and positioning that conveys reliability, expertise, and premium value
  • Landing launch
    To design and launch a website that clearly explains the complex investment model, generates high-quality leads, and serves as the central hub for Fedor's expert brand
  • Personal brand
    To secure Fedor Stepanov's position as a thought leader through a sustained PR campaign in top-tier business and financial media
  • The book "Svoboda v Kvadrate"
    Create a powerful identity for the book "Svoboda v Kvadrate", which differs from the stereotypical financial images and resonates with a wealthy audience of readers.
Impact in Numbers
  • 100+
    Media mentions and publications in 6+ months

  • Tier-1
    Regular features in leading outlets (Kommersant, RBC, Lenta.ru, Izvestia)
  • Branding
    A complete brand book, website, and visual identity launched

  • Landing
    Created a visual identity and launched landing it in 2 months
How we Did it
We moved beyond simple PR tactics to execute a full-fledged brand-building mission, where every element from a photoshoot to a press comment was designed to build credibility
Foundational Branding
We began by developing a full brand platform and style guide. This established "Svoboda v Kvadrate" as a brand rooted in the "Ruler" archetype conveying control, stability, and authority to directly address the target audience's fear of financial chaos
A Website Built on Clarity and Trust
We designed and launched a website that acts as a sophisticated educational tool and trust engine:
  • Simple Language: We translated complex financial jargon into clear, benefit-driven copy focused on "passive income" and "tangible assets"
  • Social Proof: Dedicated sections for client testimonials and a portfolio of real, income-generating properties provided concrete evidence of success.
  • Expert Positioning: The site houses Fedor's podcast, AI tools, and valuable checklists, positioning him not as a salesman, but as a generous expert and thought leader
Visualizing Authority with Oleg Zotov
To create a distinctive and premium visual identity, we collaborated with renowned photographer Oleg Zotov. The photoshoot concept visualized modern financial freedom not as an escape, but as "the ability to create personal space amidst chaos." The powerful, authentic imagery became the cornerstone of the brand's visual communication across all touchpoints
Sustained Media Leadership
We executed a continuous PR strategy, positioning Fedor as a go-to expert for commentary on real estate and investment trends. This included proactive pitching for expert comments, bylined articles on market futures, and podcast appearances, ensuring his constant visibility in the media landscape
Results
  • Established Expert Authority
    Fedor Stepanov is now a recognized voice in the investment community. The consistent PR campaign resulted in over 100 media hits, with features in top-tier business publications like Kommersant, RBC, and Izvestia
  • A Distinct Market Position
    The strategic branding and high-concept visual identity successfully differentiated "Svoboda v Kvadrate" from competitors, associating it with stability, expertise, and a modern approach to wealth building
  • High-Quality Lead Generation
    The new website serves as a highly effective marketing tool, attracting qualified leads who are already familiar with Fedor's expertise and approach, thereby accelerating the sales process
  • A Cohesive and Trusted Brand
    The launch of a professional digital ecosystem—from the brand book to the live website—provided a solid foundation of credibility and clarity, effectively explaining the complex investment model to a broader audience
Fedor Stepanov
The Photo shoot by famous photographer Oleg Zotov
PHOTOSESSION
Legendary photographer Oleg Zotov created a visual philosophy of financial freedom for the Make Sense client.

The team had an ambitious task: to visualize the concept of financial independence, strategic confidence and freedom: without cliches and template solutions.
Read the case
The Bottom Line
By integrating strategic branding, a user-centric website, powerful visuals, and a relentless PR drive, we transformed "Svoboda v Kvadrate" from an unknown entity