As a creative, you have to love an agency whose by-line is Part of Possible Worldwide. And that’s on top of its name, Hungry Boys.

It’s an agency in Russia with a flair for the kind of creative ideas that demand a round of applause for understanding how to reach its audience – in this campaign literally, and in this one metaphorically.

So what would you do if you had to sell brand called, Odnoklassniki? Panic? Odnoklassniki has become the second biggest social network in Russia, full of creative user-generated content – photos, videos, texts – even with the obvious drawback around its neck.

Step one for the brand was a name change. And that change it has done – to the more memorable OK, which also makes its site name, the catchy, ok.ru. That achieved, and showing a more modern and open-minded personality, it needed a visual rebrand to create like at first sight.

“We picture it as a splash of colours, feelings and memories that they stand for,” Hungry Boys commented. “It was necessary to change the visual code of the website while keeping the essence of the project. So we invited an artist who could not only unite everything that OK represented before, but also provide an impetus for something new,” Hungry Boys commented.

“Karim Rashid is a world-known American designer famous for his extraordinary and ambitious approach – an industrial designer and an architect born in Egypt and raised in Canada. He lives in the US, and his clients are Giorgio Armani, Kenzo, Yahoo, Sony and a number of other successful brands. Rashid’s works are exhibited all around the World including MoMA and Centre Pompidou. He is also a professor at University of Arts in Philadelphia and a writer.”

To Hungry Boys creative director, Vlad Sitnikov, he was the perfect choice for the job. This video explains his solution:

Odnoklassniki is ok! from HB on Vimeo.

Rashid created three visual themes for the OK home page, each symbolizing joy of life and endless inspiration. Every user can personalise his or her profile with the help of the new colourful “Memories of the Future”, “Digital Age” or “Northern Lights” backgrounds.

“The world is becoming more and more sophisticated from both visual and informational sides. Consumers need ongoing stimulation and emotional excitement from their physical and digital environment. These are costs of our digital century, and this is why I have created those new graphics for OK,” Rashid commented.