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Business in the Garden Ring
End-to-end branding
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Business center Citidel
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Business in the Garden Ring
Project:
Client:
Business center Citidel
Prime Property Management
Class:
Address:
«A» class business center
Moscow, Zemlyanoy Val, 9
See website

CITIDEL is a premium business center on the first line of the Garden Ring

Immediately recognizable, right on the first line of the Garden Ring. In 2018, Prime Property Management took over the ownership of the business center and started a large scale renovation campaign, rejuvenating the interiors of the central lobby and common areas and the surrounding square, creating new advantages for tenants. By implementing a set of new measures we are bringing an object that is already well‑known back into the market. To this end, we are also giving the project a rebrand. We have developed a new identity, an advertisement suite, a website, and presentation materials for an A‑class business center. They reflect the positive changes the center has undergone and the brand new advantages it offers tenants.
Done for the project:
Branding
Tagline
Identity
Corporate style
Guidebook
Communications
Creative concept
Website
Concept
Design
Animation
Interface (UI)
User experience (UX)
Programming
Mobile version
Print
Concept
Design
Paper
Manufacturing
Presentation
Content
Infographics
Illustration
Copywriting
Business on the Garden Ring
The visual solutions call to mind the new slogan for the object: Business in the Garden Ring. The informal nature of the slogan makes the brand more human and succinctly communicates the core advantage of the offering for businesses: a unique and prestigious opportunity to do business in the very heart of the capital.
Technology and ecology
The modern, technology‑focused styling reflects the renewed image of the business center and its BREEAM‑certified upgraded technical systems. A bright green color, not often seen in A‑class properties, marries urbanistic minimalism to a natural inspiration and energizes people, inspiring them to go forth and accomplish more.
The brochure for the business center
Sections of the brochure map onto the key advantages the business center has to offer, covering both its image and the hard facts. Large illustrations effectively convey the building's illustrious image. They are supplemented by vivid and informative graphics that visualize the transport accessibility, internal infrastructure, and technical parameters. The brochure is bilingual, using both the Russian and English languages.
The website of the business center
The website's goal is to present an object that's already well‑known in the market from a new angle. The new motto is "CITIDEL changes everything!" Aside from presenting the advantages, the website's functionality includes a selector for vacant spaces, which is not often seen on commercial real estate websites. Available spaces can be visualized or viewed as a list. A visual representation for each of the 10 office floors has been created to make it easier to choose a space to rent. These representations are integrated with the intuitive selector interface and allow the controlling companies to update the vacancy status.
A new symbol for the renewed project looks as great on the promotional materials as it does on the facade and in the interior of the business center.
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Next project
VEREN GROUP
Branding / Communications / Website / Print / Video / Content
An umbrella brand for a company of new standards