The advertising and communications market in Ukraine is undergoing a rapid digital transformation: the number of tools, channels, and technologies is growing, and it is becoming increasingly difficult for clients to navigate this diversity. In the course of its own transformation, Razom Group updated its approach to working with clients.

Today, the company forms hypotheses based on AI and data, works through possible scenarios for their implementation, and offers comprehensive solutions to clients’ business challenges even before receiving a classic brief.

This strategy became the foundation not only of the company’s internal transformation, but also of the rebranding. The Group updated its identity and website and also formulated new values for the first time since 2020.

Over the past two years, Razom Group has built a new management architecture, centralized key processes, introduced C-level roles, strengthened the performance direction, and launched an AI unit. The company operates as an ecosystem: each unit specializes in its own area — from AI content and analytics to performance marketing and special projects — but all of them are integrated around the client’s business request.

The main goal of the transformation is to become the No. 1 technology partner for business in the communications and advertising market. At the center of this model are the client’s tasks, and around them a team is built that combines tools, channels, and technologies.

In this context, the rebranding became a visual expression of the internal changes. The new logo and identity convey key ideas:

  • dynamic orbits symbolize synergy between agencies, units, and approaches;
  • arrows represent strategic development;
  • accent elements convey precision and focus on details.

At the same time, the company formalized new values:

  • We Dream — to set ambitious goals born from dreams.
  • We Dare — the courage to form hypotheses and move the market forward.
  • We Care — a focus on people: teams, clients, the market.

Within the team, their own interpretation has appeared, where the 3 orbits actually symbolize these 3 key values, which are united into a single ecosystem called Razom.

As part of the transformation, Razom Group also launched its own AI Tool for communications planning — the first such instrument on the Ukrainian market. The solution combines data, analytics, and artificial intelligence and helps clients form more accurate hypotheses and more effective media strategies.

“We did not do the rebranding for the sake of updating the identity. For Razom Group, this is a way to formalize the company’s new role in the market. We are regaining control over the full communications cycle — from data and hypotheses to creative, media, and measurable business results. Today, AI and data allow us to work differently: not to wait for a request, but to proactively model growth scenarios for clients.
The new brand reflects exactly this logic — Razom as the core of an ecosystem that brings together strategy, technologies, and teams around business задачі,” comments Arman Matkulov, CEO of Razom Group.

Razom Group today consists of three front-end agencies: Initiative, UM, Havas Media, and the following units: the newly created AICon unit, which develops content based on artificial intelligence; MadLab, which deals with analytics and forecasting; the performance unit More; and the unit Cameo, which creates special projects across various channels, from digital to esports and outdoor advertising.

Based on the results of recent years, Razom Group has demonstrated stable growth of 15–20% annually and is among the top 5 largest communications and advertising groups in Ukraine, managing large-scale budgets in Digital Performance, OTT, AI solutions, and offline channels.