Case 03 · Telegram · Articles · Visuals

Three VPN brands, one owner

BastionVPN, Arpozan VPN and Aegis VPN belong to one person. I create content for all three: a Telegram news channel, articles and guides for external platforms, covers and design. The brands must never blur together, so each has its own color and its own voice.

3brands in the work

40articles, guides and reviews

811news channel subscribers

The task

What we started with

A niche where regular advertising doesn't work.

Three products

Bastion, Arpozan and Aegis solve the same problem but look different: Bastion has a fortress and a strict black-and-white style, Aegis has a Spartan and a warm orange. The content has to keep each brand separate.

Advertising is banned

Since March 2024, advertising VPNs in Russia is prohibited. So there's no hard selling, neither in the channel nor in the articles. Readers come for a useful text, not a banner.

News every day

Blocks, whitelists, services going down. The topic changes faster than articles come out, and one wrong number hurts trust in the whole service.

What was done

The solution

Screenshots are in Russian. Click one to open it full size.

Telegram · BastionVPN | News

The news channel

A news story about a block, and one line about the service at the end.

A post opens with what broke for the reader: Twitch shows a black screen, PUBG won't connect, the Interior Ministry found a trojan in free VPNs. Then the mechanics in plain words and numbers from the source, like VPN downloads on Google Play growing 14 times.

Bastion appears only at the end, with a touch of irony: “the only hidden feature is working without glitches”. The post works as news, not as an ad.

Post about Twitch and PUBG no longer working in Russia — **Twitch and PUBG.** What broke, why, and one line at the end.

Post about scams with free VPNs — **A trojan in free VPNs.** Interior Ministry news and a soft mention of the service.

Editorial policy

Rules instead of taste

Every client edit becomes a rule.

I put together a style guide for the project: which words sound like a press release, how to spell “VPN” in posts and in SEO articles, where the brand can be mentioned and where it can't. There's a separate fact-checking section: every number comes from a source, and percentages are recalculated by hand.

Client edits don't get lost between posts. If they removed a phrase once, it never comes back.

BastionVPN | News. Channel description with links to the bot and support.

Articles · Teletype, Dzen, VC.ru

Articles and guides

40 texts that bring people in from search.

20 analytical articles about blocks and the market, 16 guides like “VPN won't connect” or “VPN for gaming” and 4 reviews. Articles for external platforms are written without a link to the bot: they're useful texts, not hidden ads.

For placement, I put together an SEO plan: which platforms aren't blocked in Russia, what goes where and how it helps search rankings.

BastionVPN article cover — **Article covers** in each brand's color.

Visuals

A distinct style for each brand

Bastion is a fortress and strict black, Aegis is a shield and warm orange.

Covers and posts follow the style of the websites, so a reader from the channel recognizes the product on the landing page. For Bastion I built a template system: cover, fact post, carousel, review, before/after and a final slide.

Visuals

BastionVPN templates

Six formats that any post is built from.

Next caseCORTES

A 12,822-subscriber channel as a funnel from social media into a paid product.

Read →

Taking new projects

Several brands and need some order?

Tell me how many projects you have and where they live. I'll reply with ideas and a trial post.

Message @kamuz_smm