|
SCG London creates a brand for Rublyovo-Arkhangelskoye, a new city in Russia
SCG London has developed a brand strategy and brand identity for Rublyovo-Arkhangelskoye, one of the largest development projects in Europe. This new city is located 20 minutes away from the centre of Moscow, Russia.
The brand for the new city reflects the rich diversity that it offers, bringing together a number of different elements to form the initials of the name RA. At very centre is the brand mark for the developer. This symbol, which has evolved out of the original bird of paradise logo, reflects the unity of purpose and dynamic spirit of all those involved in the development. SCG London has also created a marketing concept and strategy targeting a wide range of different audiences to raise awareness and stimulate interest in the new developing city.
Working with a number of international and Russian architects, SCG London is providing key themes and directions to ensure an overall cohesive approach to planning, architecture, infrastructure and landscape. The strategy is to create an integrated yet diverse range of styles and environments in keeping a city of this size and complexity. SCG London’s wider role is therefore to provide ongoing direction for all the parties involved in the project.
Clive Woodger, Managing Director of SCG London said: “This is a fascinating strategic, creative and implementation exercise, which involves redefining, redesigning and relaunching a scheme that has been talked about for several years but now, with new stakeholders and direction, is moving towards reality. It is great to be involved in project of this scale that demands a synergy of diverse parties working together based on a powerful branding concept – an ideal project for SCG London!”
|
