Rebranding Novosibirsk: Building a City Brand That Connects

Novosibirsk had potential but no clear voice: locals described the city as cold and grey, and its branding was outdated, fragmented, and emotionless. I built a new identity grounded in what the city already had—science, tech, culture, and contrast—drawing inspiration from constructivism and local modernity. Using the bridge, its founding symbol, as both metaphor and structure, I unified visuals, tone, and strategy across platforms with one website, type system, real local photography, a loyalty app, shared colors, and one clear idea: Building Bridges—between places, people, generations, and the city’s past and future.