What does NUGU agency do?

NUGU is a full-cycle digital agency in Sochi. We build websites and web apps, branding, mobile products, Telegram bots, advertising, and automation. Guide: /en/articles/digital-agentstvo-polnogo-cikla

How much does a quick launch cost?

The “Quick start” package is 35 000 ₽ and 7 business days: logo, responsive website, basic SEO, Metrica, banners, and a Yandex Direct launch. Details: /en/articles/paket-bystryj-start

Do you work only in Sochi?

Our office is in Sochi, but we run projects remotely across Russia. Contact us via Telegram, WhatsApp, phone, or email. For meetings in Sochi we can meet in person by arrangement.

What do I get at the end?

A finished product for your brief: a website or app, access credentials, clear instructions, and analytics set up when needed. Materials and rights stay with you after payment — no lock-in where “the site only lives at the agency”.

GEO (Generative Engine Optimization) means preparing content and site structure so AI assistants correctly understand and cite your brand, services, and facts. Guide: /en/articles/chto-takoe-geo

How do I start a project?

Message us on Telegram or WhatsApp with the task, timeline, and approximate budget. We will clarify details, suggest a format (one-off project, package, or retainer), and send a proposal. Next — brief, contract, and kickoff.

How are guidelines different from a brand book?

Guidelines are a compact working document: logo, colours, fonts, spacing, do/don't examples. A brand book is wider: mission, tone of voice, touchpoints, communication scenarios. Small teams often need a 15–30 page guideline; a brand book fits scaling and franchise.

In what format should guidelines go to contractors?

PDF for print and review plus a source folder: SVG/PNG logo, fonts (if licence allows), palette in HEX/RGB/CMYK, Figma or Canva templates. A signage contractor should not "redraw the logo from a photo".

How often should guidelines be updated?

Small updates as new touchpoints appear (Stories format, Direct banner). Full refresh — on rebrand or if the doc is 3–4 years old and half the rules are ignored.

Brand Guidelines: Rules So the Team Does Not Break the Style

Brand guidelines are the instruction anyone in the company or an external contractor uses to build materials without "creative chaos". The logo is not squashed, colours are not picked by eye, site fonts match the business card. Without guidelines visual identity lives in one designer's head — and vanishes when they are on holiday.

What must go into guidelines

Minimum set:

**Logo** — primary and simplified mark, clear space, minimum size, light and dark background versions.
**Colours** — primary, accent, neutrals; screen (HEX/RGB) and print (CMYK/Pantone if needed) codes.
**Typography** — headline and body fonts, sizes, line height, ban on "similar" substitutes.
**Grid and spacing** — how to align blocks in decks, posts, banners.
**Photo and graphics** — shooting style, filters, icons, pattern.
**Application examples** — business card, email signature, site header, Stories, signage.
**Mistakes** — visual "do not": stretched logo, new colour, wrong font.

For strategy — mission, tone, archetype — see why you need a brand book. Guidelines are the practical layer; a brand book includes them fully.

Why Sochi businesses need guidelines

Sochi has seasonal hiring: new admins, SMM staff, promoters, print contractors for season opening banners. Everyone may "slightly improve" the logo or add their own green. Within a month the brand on signage, Instagram, and the site looks like three companies.

Guidelines matter especially if you:

open a second location or branch;
use local print and outdoor contractors;
work with franchisees or partners;
run ads in dozens of creatives — without templates every banner is drawn from scratch.

How NUGU delivers guidelines full cycle

NUGU is a digital agency in Sochi. Guidelines are not separate from visual identity development: rules are tested on the website, social, and ad formats immediately.

Workflow:

Approve logo, palette, fonts.
Collect touchpoints for real client channels, not abstract merch.
Layout PDF guidelines with do/don't examples.
Source folder and templates (Figma, Canva for SMM if needed).
Short handoff to the team: 30–60 minutes on using the doc.
Site rollout — same CSS variables as in the guide.

Examples — portfolio.

Guidelines, the site, and GEO

Generative Engine Optimization (GEO) — AI and smart results for queries like "where to order branding in Sochi". Algorithms match name, visuals, and copy across platforms.

Unified guidelines help GEO indirectly: logo and colours match on site, 2GIS, VK, and Telegram — easier to link the "brand N" entity. Pair visual discipline with expert articles and FAQ on the site with concrete company facts.

Daily rules

New touchpoint — check the guide first, then publish.
SMM does not change logo ratio "to fit the circle" — there is a separate avatar.
Print contractor gets PDF + vector, not an Instagram screenshot.
Quarterly audit: site, social, cards, uniform.
All templates live in one place, not private chats.

Common mistakes

100-page guide nobody opens — shorter with examples wins.
No digital sources — only PDF; contractors redraw the logo.
Rules written but site uses other fonts — main carrier outside the system.
Ad formats not described — every Direct banner is "unique".
Guide not updated after rebranding — half the materials are old.

Ready guidelines checklist

Logo in vector and web raster versions.
Palette with screen and print codes.
Fonts with licence note and web fallbacks.
Templates for main social and ad sizes.
"Mistakes" section with visuals.
Brand owner contact or agency contacts link.

Guidelines vs brand book

| Task | Guidelines enough | Need brand book | | --- | --- | --- | | Team under 10, one city | Yes | Optional | | Franchise, several branches | Base guide + modules | Yes | | Complex tone, PR | Partially | Yes | | Site and Direct only | Yes | No |

More — in why you need a brand book.

Pricing guide

Guidelines as part of visual identity development at NUGU — from 80,000 ₽ for system with logo, touchpoints, and PDF. Separate guide update for new channels (ads, merch, franchise) — scoped after brief.

Handing guidelines to a new hire

Do not send PDF without context. Short onboarding: 15 minutes on logo and colours, 15 on social templates, 10 on common mistakes from the "do not" section. Give folder access and one "if unsure — ask" contact. Then the guide works instead of gathering dust.

If another contractor builds the site — pass web palette and fonts with browser fallbacks. Otherwise hex codes on the homepage will not match the business card a month later.

Mini guidelines vs full: when one page is enough

A startup with one sales channel may need a one-page PDF: logo, three colours, font, sample post. Full guidelines fit when three or more people or contractors produce materials. NUGU proposes format on brief without filler pages — the doc should be used, not sit in Dropbox "for later".

Store the current guideline with a date in the filename (`brand-guidelines-2026-07.pdf`) so contractors do not print an outdated logo.

Short summary

Brand guidelines prevent visual drift: one rule set for site, print, and social. At NUGU in Sochi we build them with the site and ads, not as an archive PDF. To discuss visual identity and doc format for your team, use contacts.