CHALLENGE

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. 

 

SOLUTION

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

  1. Research
  2. Identity Profile
  3. Brand strategy and brand development programme
  4. Creative direction for New Moscow brand visual style

 

In the New Moscow branding programme promotion film, INSTID Head of strategy Alex Grand explains brand concept and research methodology. 
1'26''—2'27''

 

PRAISE FOR NEW MOSCOW BRAND IDENTITY AND IDEOLOGY

I am impressed with the clarity and consistency of the New Moscow brand platform, and many others are of the same opinion.
 

 ALEXEI ANDREYEV, MANAGING PARTNER DEPOT WPF BRANDING AGENCY