Rublyovo-Arkhangelskoye

A new city

Rublyovo-Arkhangelskoye is planned to be one of the largest development projects in Europe. What sets it apart from all other developments in the Moscow area is that it will be a fully integrated and autonomous town in its own right.

We have developed a strategy for creating a clearly differentiated place brand and design concept for the new city. This strategy identifies the key principles that will define the development’s positioning for its stakeholders, users and audiences. It also forms the brief for branding, communication and principles for architecture, planning and landscape design.

This has been documented in the form of a strategy manual that provides a checklist for action and guidelines for all parties involved – consultants, agencies, suppliers and manufacturers,
as well as partners, external audiences, prospective investors and future stakeholders.
It presents the key themes, messages and imagery forming the distinctive ethos and profile for the development.

The key elements that make this an exceptional location opportunity are identified. In addition, the facilities that will create a real sustainable, cohesive community are outlined, together with a summary of key audience needs and expectations.

The aim is to enable all those involved in every aspect of the development and communication process to achieve a clearly aligned and unified vision.

In line with the strategy, we have created a brand identity for the new city that reflects the
rich diversity it offers. The identity brings together a number of different elements to form the initials of the name RA. At very centre is the developer brand mark. This symbol, which has evolved out of the original bird of paradise logo, reflects the unity of purpose and dynamic spirit of the enterprise.

Our role has involved working closely with the client team in appointing, briefing and advising international and local architects.  Having identified key landscape features which will form an important part of the city brand experience, we organised a competition to create an iconic bridge design over the Moscow river. The winning design was by Julian Hakes (www.hakesassociates.com) with engineers Price and Myers (www.pricemyers.com).

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