Max Motin
Creative Concept & Copy
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Creative Concept & Copy
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©Max Motin 2026
Wink — Rostelecom Employer brand · Verbal identity

That's not how
we do it

No invented tone. Extracted from raw interviews with Wink's top management — a positioning that now filters who joins, not just how the brand sounds.

Wink campaign poster — We don't wait for ready-made answers. We dig them out.

We don't wait for ready-made answers. We dig them out.

Wink is one of Russia's largest streaming services, in a brutally competitive content market.
The brief was to define Wink's employer position.

Underneath sat a real problem: turnover.
People joined for the prestige of a big-name brand.
They found out the prestige has a price: a culture that expects results from day one and demands you invent, not coast on what already works.
The gap between what they expected and what they met drove churn.

Instead of inventing a tone, I looked for the one already inside the company. Among the people who shape its decisions and its culture.

I worked with raw, unedited interviews from across Wink's entire top management. Assembled, the quotes revealed one pattern: direct, sharp, uncompromising.

The campaign
Wink poster — They tell you: make products everyone gets, be like everyone else, work the office 10 to 7.
They tell you: make products everyone gets. Be like everyone else. Work the office, 10 to 7. Don't make unexpected moves. Watch for mistakes. Make the decisions that suit everyone.
Wink poster — What they write about us: we're inconsistent, we make dozens of different projects, we back newcomers.
What they write about us: we're inconsistent. We make dozens of different projects. We back newcomers, not industry leaders. Our shows are too bold. No one saw our hits coming.
The platform

That's not how we do it.

Wink banner — That's not how we do it
Wink poster — When everything is predictable, that's not growth. That's maintenance.
When everything is predictable, that's not growth. That's maintenance.
Wink poster — We run into the unexpected all the time. And that's fine.
We run into the unexpected all the time. And that's fine.

It rolled out across internal communication and onboarding. And it did more than set a tone.

By making the real standard explicit up front,
the employer signal started to self-select.
People now arrive knowing the work is demanding
and done differently. That closes the expectation gap that drove the churn.

Result

The standard is now stated before anyone joins. The brand self-selects, and the churn it was built to fix closes at the door.

← All work