Cityzen
Branding
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
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