Rebranding Novosibirsk: Building a City Brand That Connects

Novosibirsk had potential but no clear voice. The city felt cold and grey—locals said so themselves. Its branding was outdated, fragmented, and emotionless. I changed that. I built the new identity on what the city already had: science, tech, culture, and contrast. Inspired by constructivism and local modernity, I used the bridge—its founding symbol—as both metaphor and structure. I unified visuals, tone, and strategy across platforms: one website, one type system, real local photography, a loyalty app, shared colors, and one clear idea—Building Bridges. Not just between places, but between people, generations, and what Novosibirsk was and what it’s becoming.