We've already helped them, they're doing great
3 000+ hours
of strategic marketing and branding sessions
13 years
in our own offline business
11 years
we help brands grow and scale, adapting strategy, identity and communication to the specifics of each market
in marketing and branding
10+ businesses
grew to billion-dollar revenues
We work in the key regions of the world
ASIA
MENA
CIS
who we work with:
EUROPE
founders
Two sisters. Family values. A fundamental approach.
We didn't grow up together. We found out about each other as adults, and built a relationship, a family and a business partnership from scratch. We went through many shared lessons and now help businesses become stronger, carrying a common mission.
The first business we built together didn’t take off. Neither did the second. We went through partnership crises, different views on work and life, disappointments. We worked on the relationship — with therapists, with coaches, with ourselves.
Then came Bali. Our own beauty salon. International projects. A lived-through bankruptcy. All of it — not in theory, but in real money, real decisions and real responsibility.
That’s what STRATA grew from. Not from textbooks — from experience. From understanding what it means to build a business when there’s no cushion, no experience and no right to make mistakes.
Today we build brands for entrepreneurs around the world. And every time we put in not templates — but what we know from the inside.
We’ve been through enough not to give you advice. We give solutions.
Then came Bali. Our own beauty salon. International projects. A lived-through bankruptcy. All of it — not in theory, but in real money, real decisions and real responsibility.
That’s what STRATA grew from. Not from textbooks — from experience. From understanding what it means to build a business when there’s no cushion, no experience and no right to make mistakes.
Today we build brands for entrepreneurs around the world. And every time we put in not templates — but what we know from the inside.
We’ve been through enough not to give you advice. We give solutions.
Makes sure your rights are not violated. And also who owes what to whom, so everyone stays in their place and maintains quality, and deadlines don't slip.
Founder, CEO
Veronika Manukyan
Generates ideas for your business and keeps in touch with the universe. Accumulates ideas from around the world, studies the specifics of business in different regions.
Founder, chief brand strategist, art director, strategic marketer
Evgenia Kustova
If your branding is trash — millions in marketing won’t help boost sales
but we will.
Strategy and branding for businesses that want to grow
OUR TOP CASES
- Carried out a rebrand: updated graphics, communication style, interior design
- Rebuilt the marketing department from scratch: structure, KPIs, processes, team selection
- Developed a unified marketing strategy for operating simultaneously at federal and regional levels
- Systematised PR, social media and all communication channels
- Launched a unified content format and advertising campaigns across the entire network
What we did
- RUB 3,200,000 average monthly revenue per location
- RUB 930,000 net profit per location
- The management company controls all campaigns centrally
- Systematised PR, social media and all communication channels
- Each branch's metrics are transparent and manageable
Results
Challenge
254 locations in 11 countries — but marketing is unmanageable.
Every region does what it wants. No unified standard.
The department can't cope. Revenue isn't growing proportionally to scale.
Every region does what it wants. No unified standard.
The department can't cope. Revenue isn't growing proportionally to scale.
What we did
- RUB 3,200,000 average monthly revenue per location
- RUB 930,000 net profit per location
- The management company controls all campaigns centrally
- Systematised PR, social media and all communication channels
- Each branch's metrics are transparent and manageable
Results
Challenge
254 locations in 11 countries — but marketing is unmanageable.
Every region does what it wants. No unified standard.
The department can't cope. Revenue isn't growing proportionally to scale.
Every region does what it wants. No unified standard.
The department can't cope. Revenue isn't growing proportionally to scale.
- Carried out a rebrand: updated graphics, communication style, interior design
- Rebuilt the marketing department from scratch: structure, KPIs, processes, team selection
- Developed a unified marketing strategy for operating simultaneously at federal and regional levels
- Systematised PR, social media and all communication channels
- Launched a unified content format and advertising campaigns across the entire network
- Built a franchise sales department from scratch for three verticals: Hookah Lounge, Gaming, Burger
- Developed the franchise package structure and the methodology for launching a new location
- Wrote service standards, marketing and PR strategy
- Rebranded graphics and interior concepts
- Set up the sales system: funnel, scripts, CRM, KPIs
What we did
- Profit grew from RUB 54M to RUB 91M — plus 68% in one year
- Revenue grew from RUB 94.7M to RUB 101M
- Plans announced for 100 restaurants in Moscow and 500 locations worldwide
Results
Challenge
A well-known brand, several verticals — but no franchise sales system and no unified marketing standard.
Each vertical operates on its own. They want to scale but don't know how.
Each vertical operates on its own. They want to scale but don't know how.
What we did
- Profit grew from RUB 54M to RUB 91M — plus 68% in one year
- Revenue grew from RUB 94.7M to RUB 101M
- Plans announced for 100 restaurants in Moscow and 500 locations worldwide
Results
Challenge
A well-known brand, several verticals — but no franchise sales system and no unified marketing standard.
Each vertical operates on its own. They want to scale but don't know how.
Each vertical operates on its own. They want to scale but don't know how.
- Built a franchise sales department from scratch for three verticals: Hookah Lounge, Gaming, Burger
- Developed the franchise package structure and the methodology for launching a new location
- Wrote service standards, marketing and PR strategy
- Rebranded graphics and interior concepts
- Set up the sales system: funnel, scripts, CRM, KPIs
- Conducted a deep study of the target audience: who actually buys and why
- Shifted the positioning vector: from mass to premium
- Developed a new brand strategy and communication platform
- Relaunched packaging to match the new positioning
- Compiled a PR plan and strategy for entry into media and HoReCa
What we did
- The brand returned to the agenda of leading federal publications
- Average ticket grew, customer lifecycle increased
- The brand organically entered federal chains and luxury formats — places it couldn't reach before
Results
Challenge
A heritage brand with a strong product. Marketing money is being spent — sales are falling.
The reason: positioning was stuck in the mass segment and was blocking entry into premium, where the real money is.
The reason: positioning was stuck in the mass segment and was blocking entry into premium, where the real money is.
What we did
- The brand returned to the agenda of leading federal publications
- Average ticket grew, customer lifecycle increased
- The brand organically entered federal chains and luxury formats — places it couldn't reach before
Results
Challenge
A heritage brand with a strong product. Marketing money is being spent — sales are falling.
The reason: positioning was stuck in the mass segment and was blocking entry into premium, where the real money is.
The reason: positioning was stuck in the mass segment and was blocking entry into premium, where the real money is.
- Conducted a deep study of the target audience: who actually buys and why
- Shifted the positioning vector: from mass to premium
- Developed a new brand strategy and communication platform
- Relaunched packaging to match the new positioning
- Compiled a PR plan and strategy for entry into media and HoReCa
- Developed positioning and brand platform: who we are, for whom, what sets us apart
- Created the visual identity — from logo to location design standards
- Wrote operational service standards: how the client should feel at every step
- Built a client acquisition strategy and marketing system
- Created a scaling model and centralised marketing to support network growth
What we did
- Up to RUB 450,000 net profit per studio per month
- Business grew to billion-rouble revenue
- The brand became the foundation for franchise expansion across several countries
Results
Challenge
There's an idea — and nothing else.
No brand, no client acquisition system, no understanding of how to scale.
No brand, no client acquisition system, no understanding of how to scale.
What we did
- Up to RUB 450,000 net profit per studio per month
- Business grew to billion-rouble revenue
- The brand became the foundation for franchise expansion across several countries
Results
Challenge
There's an idea — and nothing else.
No brand, no client acquisition system, no understanding of how to scale.
No brand, no client acquisition system, no understanding of how to scale.
- Developed positioning and brand platform: who we are, for whom, what sets us apart
- Created the visual identity — from logo to location design standards
- Wrote operational service standards: how the client should feel at every step
- Built a client acquisition strategy and marketing system
- Created a scaling model and centralised marketing to support network growth
- Conducted a marketing and sales audit: found loss points and growth zones
- Developed a market capture strategy: advertising campaign system, media planning, loyalty programme
- Implemented master utilisation analytics — learned to manage staff and operational costs
- Handed the entire system to the management company as a working tool
What we did
- № 1 in revenue and popularity in St Petersburg in 2 years
- RUB 2−3M stable monthly revenue per studio
- Fast payback on every new location
Results
Challenge
The ambition is to become #1 in the city — but there's no systematic marketing.
Competition is high, budget is limited, no understanding of how to grow in a managed way.
Competition is high, budget is limited, no understanding of how to grow in a managed way.
What we did
- № 1 in revenue and popularity in St Petersburg in 2 years
- RUB 2−3M stable monthly revenue per studio
- Fast payback on every new location
Results
Challenge
The ambition is to become #1 in the city — but there's no systematic marketing.
Competition is high, budget is limited, no understanding of how to grow in a managed way.
Competition is high, budget is limited, no understanding of how to grow in a managed way.
- Conducted a marketing and sales audit: found loss points and growth zones
- Developed a market capture strategy: advertising campaign system, media planning, loyalty programme
- Implemented master utilisation analytics — learned to manage staff and operational costs
- Handed the entire system to the management company as a working tool
how we'll help you
BRANDING
As a gift
WHAT'S INCLUDED
- Naming — full development with rationale (not a bonus)
- Logo: 2 concepts → final refinement
- Colour palette (HEX, RGB, CMYK)
- Typography: 1–2 typefaces + usage rules
- Up to 5 brand items: business card, avatar, letterhead, template, favicon
- PDF guidelines for your team and contractors
DELIVERABLES
- Logo in all formats and variations
- Naming with rationale
- Colour and type passport
- Usage guidelines (PDF)
- Source files archive (AI, PNG, SVG, EPS)
RESULT
- You enter the market with a professional face
- You stop being embarrassed to send a link
- The client sees a brand and takes you seriously from the first touchpoint
- Contractors and the team work by unified rules
- The foundation is ready — you can grow and add new brand items without chaos
PROCESS
Express brief 30 min
1 strategy meeting
Development of 2 logo concepts
Approval → Refinement
File handover + guidelines
s a gift
WHAT'S INCLUDED
- Meaning platform: positioning, DNA, archetype, values
- Audience portrait for each segment
- Communication rules and Tone of Voice
- Naming (if needed)
- Logo and mark — all variations + rules
- Full visual system: colour, typography, graphic language, photo style
- Extended brand items set (10–15 items)
- Final brand book
DELIVERABLES
- Approved meaning platform
- Final brand book (PDF + source files)
- All brand items in layouts
- Files archive (AI, EPS, PNG, SVG)
- Naming with rationale
- Implementation consultation 60 min
RESULT
- The brand finally reflects the real level of the business
- You know how to talk about yourself — clearly and convincingly
- Partners and investors take you seriously from the first touchpoint
- The team works by a unified standard — without chaos
- Scaling and entering new markets stops being scary
- Sales grow because the brand helps, not hinders
PROCESS
Qualification 15 min
Diagnostic call 60 min
Meaning platform development
Strategy session: platform approval
3 visual concepts
WHAT'S INCLUDED
- Market and competitive landscape analysis
- Business concept: idea, meaning, position
- Unique value proposition (UVP)
- Audience portraits by segment
- Naming and tagline (if needed)
- Visual direction — references, not design
- Recommendations: what to do next
DELIVERABLES
- Document "Brand and Product Concept"
- Positioning in 1–2 sentences
- UVP and value proposition
- Audience portraits
- Naming + tagline (if needed)
- Recommendations for the next step
RESULT
- The essence of the business is formulated — clear to you and clear to the client
- There's a foundation for design, pitch and negotiations
- You can explain the business in 30 seconds — clearly and convincingly
- The designer gets a brief with clear meaning, not working to taste
- An investor or partner hears a position — not a service description
PROCESS
2–3 in-depth interviews with the founder
Market and competitor analysis
Concept development
Strategy session: approval
Final refinement
WHAT'S INCLUDED
- Brand audit: what works, what doesn't, what to preserve
- Updated or new meaning platform
- New visual system
- Transition strategy: how to change the image without losing the audience
- Updated brand items set
- Brand book
DELIVERABLES
- Brand audit (document)
- Updated meaning platform
- New visual system
- Transition strategy
- Brand book + files archive (AI, EPS, PNG)
RESULT
- The brand finally matches the level of the business
- The image change happened without losing audience loyalty
- Clients see your growth — it’s visible from the outside
- The team is proud of how the company looks
- Entry into a new market with visuals that convince
PROCESS
Brand audit 3–5 days
Interview: history, current state, where we're going
Platform development
Strategy session: approval
Visual development
Handover + transition strategy
As a gift
WHAT'S INCLUDED
- Naming + tagline
- Logo: 2 concepts → final refinement
- Basic visual system
- Pitch deck: structure + copy + design (10–12 slides)
- One-pager about the company/product
- Basic guidelines
DELIVERABLES
- Logo + basic guidelines
- Naming + tagline
- Pitch deck ready to present (PDF + PPTX)
- One-pager PDF
- Files archive (AI, PNG, SVG)
RESULT
- You go to the investor meeting with professional packaging
- First impression works for you, not against you
- The investor sees cohesion and seriousness of intent
- The pitch looks convincing — focus on the idea, not the roughness
- Foundation for full branding is ready — no need to redo from scratch
PROCESS
Express brief + call 30 min
Parallel development: logo + pitch structure
Concept approval
Final refinement
WHAT'S INCLUDED
- Property concept: idea, image, character
- Property naming + tagline
- Logo and visual system of the property
- Sales communication strategy
- Key advertising materials (banner, brochure, digital)
- Property brand book for contractors
- Optional: branding of common areas and sales office
DELIVERABLES
- Property concept (document)
- Naming + tagline
- Full visual system
- Property brand book for contractors
- Set of advertising materials
- Communication recommendations
RESULT
- The property became recognisable — it has character and a story
- Sales move faster because the buyer understands why specifically this one
- Managers sell a story, not square metres
- All advertising materials are unified — contractors work from the guidelines
- The price is justified by value, not just specifications
PROCESS
Immersion: property, target audience, competitors
Concept development + naming
Strategy session: approval
Visual system
Advertising materials
Property brand book
STRATEGIC MARKETING
WHAT'S INCLUDED
- One-off session 1.5–2 h — any question on brand and marketing
- Package "Month" — 4 sessions + chat between meetings
- Package "Quarter" — 12 sessions + priority chat response
- Package "Partner" — 24 sessions + participation in key meetings
- Written summary of each session (action list)
- Access to the agency's knowledge base
DELIVERABLES
- Written meeting summary
- Specific action list
- With a package: accumulated strategic map
- Answers without filler and without "we need to think about it"
RESULT
- Clear what to do and in what sequence
- Saving months of independent searching
- You make decisions faster and with more confidence
- You stop spending money on tools that don't work for your task
- With a package: a strategic partner always there when needed
PROCESS
Written brief the day before 15 min
Session: diagnostics, analysis, solutions
Afterwards: written summary with action list
With a package: each session builds a shared map, refinement
Format: online or offline
WHAT'S INCLUDED
- Audit of all marketing channels and activities
- Budget analysis: where the money goes and with what ROI
- Sales funnel: where leads are lost and why
- Team audit: who does what and how it connects to the result
- Competitor analysis: how they attract clients
- Brand analysis: how you're perceived externally vs how you position yourself
- Loss map: specific points where money and clients are being lost
- New marketing logic: what to remove, what to strengthen, what to launch
- Priority action plan 30/60/90 days
DELIVERABLES
- Marketing audit (full document)
- Loss map and growth points
- Competitor analysis
- New marketing logic (document)
- Priority plan for 30/60/90 days
- Team and contractor recommendations
RESULT
- You know exactly where money is going and why marketing wasn't working
- There's a clear priority: what to do first to change the situation
- You stop spending money blindly
- The team understands what's expected and how to measure it
- Marketing becomes manageable — there's logic and metrics
PROCESS
Founder and team interviews 2–4 h
Audit of all channels and materials
Data analysis: metrics, budgets, conversions
In-depth funnel analysis
Team and process diagnostics
WHAT'S INCLUDED
Positioning, brand DNA, mission/vision, values, TOV
— ICP / Ideal Customer Profile
— Competitor analysis + market map
— Customer Journey Map
— Retention strategy
— Marketing strategy by channel
— Content strategy and SMM
— PR strategy
— Media plan
— Marketing calendar
— KPI system and metrics
— Communication map
— Sales funnel and conversion points
The composition is tailored to the task during diagnostics
— ICP / Ideal Customer Profile
— Competitor analysis + market map
— Customer Journey Map
— Retention strategy
— Marketing strategy by channel
— Content strategy and SMM
— PR strategy
— Media plan
— Marketing calendar
— KPI system and metrics
— Communication map
— Sales funnel and conversion points
The composition is tailored to the task during diagnostics
DELIVERABLES
- Brand platform (positioning, DNA, TOV)
- ICP (ideal customer profile)
- Marketing strategy
- Content strategy
- Media plan / marketing calendar
- PR strategy
- KPI system
- Communication map
- (composition depends on selected modules)
RESULT
- There's a single strategic document — the whole team works from one compass
- Marketing stops being a set of chaotic actions
- A marketer or agency gets a platform and doesn't have to guess what to do
- Every marketing action rests on strategy, not taste
- You can hire a team and it works systematically from day one
PROCESS
Diagnostics: task, market, team
Module composition approval
2–3 strategy sessions
2–3 strategy sessions
Development of all blocks
Presentation and approval
Final refinement
WHAT'S INCLUDED
- Market entry strategy and plan
- Checkpoints with clear criteria
- Weekly meetings: status, problems, solutions
- Marketing materials quality control
- Operational communication in working chat (24h response)
- First results analysis and course correction
- Team and contractor recommendations throughout
DELIVERABLES
- Launch plan with KPIs and checkpoints
- Weekly status reports
- Adjusted strategy based on results
- Final debrief: what worked, what didn't
- Recommendations for the next phase
RESULT
- The launch happened — on time, with a clear result
- Money wasn't spent blindly — every step was controlled
- You understand what worked and why — it can be repeated
- The team went through a systematic launch and knows how to do it
- There's an honest retrospective for the next growth cycle
PROCESS
Kick-off session: readiness diagnostics
Plan development with checkpoints
Weekly 1-hour meetings
Operational chat communication
Operational chat communication
Final retrospective
WHAT'S INCLUDED
- Marketing strategy as a foundation for the team
- Department structure: roles, areas of responsibility, connections
- Specialist profiles for specific tasks
- KPI system and metrics for each role
- Onboarding process and knowledge base for employees
- Participation in final interviews
- Oversight of the team's first 30–60 days
DELIVERABLES
- Marketing strategy
- Department structure
- Specialist profiles (for hiring)
- KPI system
- Onboarding materials
- First content plan for the team
RESULT
- You go to the investor meeting with professional packaging
- First impression works for you, not against you
- The investor sees cohesion and seriousness of intent
- The pitch looks convincing — focus on the idea, not the roughness
- Foundation for full branding is ready — no need to redo from scratch
PROCESS
Diagnostics: what exists, what's needed
2–3 strategy sessions with the founder
Strategy and structure development
Help with formulating job descriptions
Participation in final interviews
WHAT'S INCLUDED
- Assessment of the business’s readiness for scaling
- Target market analysis: audience, competitors, barriers
- Positioning adaptation for new target audience
- Visual and communication language adaptation
- Entry model: channels, partners, mechanics
- First 90 days strategy
- Optional: support for first steps (1−3 months)
DELIVERABLES
- Target market analysis (document)
- Scaling model
- Adapted positioning
- Market entry strategy
- First 90-day plan
- Team and resource recommendations
RESULT
- There's a model and a plan — no more acting on guesswork
- Risks are minimised: you know what awaits you in the new market
- Entry into the new market follows a plan, not intuition
- An investor or partner sees a well-thought-out strategy
- The team understands the task and acts systematically
PROCESS
Readiness diagnostics
Target market research
2–3 strategy sessions with the team
Scaling model development
Advertising materials
Approval and presentation
HOW WE WORK
We immerse ourselves in your business: market, audience, competitors, current brand. We ask questions that most agencies don't ask.
Diagnostics
02
Meaning first — then visuals. Never the other way around. We align the foundation before we open Figma.
Strategy
03
We deliver. With clear stages, a timeline and a project manager on our side.
Execution
04
We don't disappear after handover. We support implementation and stay in touch.
Support
05
You submit a request. We respond within 24 hours. A short call — to understand the task and check whether we're the right agency for you.
Introduction
01
we turn your business into a recognisable brand
our values
Focus only on you
We run your project with great attention and focus. We don't take on many clients and go deep into your business and situation.
Long-term partnership
We aim only for a long and productive collaboration. We go through every stage together — from consultation to first results.
Grounded in real experience
We were founders ourselves. We lived through launches, bankruptcy and scaling. We speak with you from a position of experience, in the same language.
Foundation of family
We are a family business. Long-term and strong relationships matter to us. Your business is not a one-off case for us — it's something we'll be proud of together with you. That's how we build relationships with partners, clients, and within the team.
HOW IT'S DIFFERENT WORKING WITH US
We transfer intellectual property rights to all visual materials by contract. Not everyone does this — and it matters.
01
NDA goes without saying
02
We don't cut corners on the team — and we advise you not to either. We work with senior specialists only. Experts cost more, and that's normal. You pay for experience we earned through our own mistakes — to protect you from making them.
03
We strictly observe the hierarchy of work — product, strategy, visuals. You can't do visuals without understanding your target audience, positioning, and market. That's the foundation.
04
You'll have your own personal manager. We don't go silent in the chat. We approve every stage of work. No surprises — we move step by step together.
05
We're a boutique agency, so we don't run dozens of clients simultaneously. Maximum focus on each client and the overall result is what matters to us.
06
PARTNER PROGRAMME
If you also work in B2B or want to recommend us — we pay referral fees for that.
faq
We're a small business — do we qualify?
01
Yes, if you have a product, first clients and an understanding that branding is an investment, not an expense. We work with businesses at different stages.
How long does a project take?
02
Visual identity — 10–12 days.
Full branding — 21 working days.
Brand strategy — 21 days.
Strategy session — 1.5–2 hours.
Full branding — 21 working days.
Brand strategy — 21 days.
Strategy session — 1.5–2 hours.
Do you work online or offline?
03
We work with clients worldwide. All meetings are online (Zoom, Meet). When necessary — offline in your city.
Why don't you have a public price list?
04
Because every project is different. We quote a price after we understand the task — that's the honest way.
What if we don't like the result?
05
We don't deliver "done" — we deliver "works". There's an approval stage at every step. If something's off — we redo it within the scope of the project.
We only need a logo — will you take the project?
06
No. We don't do isolated design without strategy. We'll explain why at the introduction — it's in your interests.
If you haven't found an answer to your question, write on Telegram @nika_strata — we'll respond within 24 hours.
Your business needs us
In the age of AI and new technologies, everyone has learned to draw up their own strategies and design.
AI hasn’t spent the night on a construction site at an opening, hasn’t tested 80 hypotheses simultaneously on a $ 100 budget, hasn’t relocated to a new country and launched a business from scratch for a new audience and market, hasn’t gone through bankruptcy and hasn’t turned 2 locations into a national chain in a year through marketing, branding and a scaling system. We have.
Nothing is more powerful than real experience. And nothing ever will be. Trust professionals and don’t try to save money on something that’s supposed to work for you for years. And branding works for you for years.
Nothing is more powerful than real experience. And nothing ever will be. Trust professionals and don’t try to save money on something that’s supposed to work for you for years. And branding works for you for years.