Moscow’ south-west city border was shifted by the Federal government substantially in 2012, resulting in doubling of the Russian capital’s territory. The Moscow government needed a clear strategic rationale for the move, as well as an overall vision for the development of the new territories and their relations with the “old” Moscow.
INSTID suggested to run a campaign for New Moscow that would reassess the meaning of Moscow altogether. For most part of its history, it has been the capital of Russia much more than a city in its own right. We suggested to approach the enlargement as an opportunity for a rebirth, a quantum leap towards a new incarnation of Moscow, similar to a caterpillar coming out of a cocoon as a butterfly. The new territories will transform Moscow into a city which gives people freedom to choose their lifestyle, enjoy physical space, and express their creativity, whilst remaining Russia’s mighty capital.
WITHIN THE BRANDING PROGRAMME, INSTID DELIVERED
- Identity Profile
- Brand strategy and brand development programme
- Creative direction for New Moscow brand visual style