Cityzen

Brand development
A multi-block for Optimists

  • Completed work

    Competitor analysis and review of best brand practices

    Brand positioning development

    Naming for the multi-apartment complex and urban blocks

    Creation of the brand's visual identity

    Integration of AI-driven characters

  • Completed work

    Development of a promotional booklet and floor plan album

    Creation of 3D animations and project presentations

    Design of the project hoarding (concept + extension across approximately 500 meters)

    Development of a creative campaign (sales launch + unique selling propositions)

    Development of radio commercials

Project development

Brand development for a residential district in Tushino for MR Group, combining the energy of a metropolis with a connection to nature. The masterplan includes over 60 hectares of development (more than 8 phases + retail, entertainment, and business infrastructure).

The human-centered naming reflects the essence of the product: the dynamics of the metropolis (city), natural balance (zen), and a forward-looking perspective for urban dwellers (citizen). The project’s core messages continue this narrative.

CITYZEN where the city finds its zen

The design identity is built around a geometric and grounded grotesque logo with a distinctive “Y.” The main logo is complemented by a short version “CTZN” and a stylized image-based monogram “Y.”

CITYZEN an urban retreat

A set of unique backgrounds and visual effects was developed, along with a cast of 20+ AI-generated characters representing various segments of the modern city audience. What unites them is an optimistic view of the future and a desire to step into it. That's why the characters appear across creative layouts and brand assets in a unified Y2K-inspired futuristic aesthetic featuring vibrant glow, reflections, and dynamic lighting.

CITYZEN a district for optimists

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