(02)
what we did01 / 06
Building brand recognition
- A full audit of the positioning and the visual identity
- A strong message and communication platform: INSIDE as a city within a city
- Refreshing the brand's tone of voice in look and in meaning
03
INSIDE
An urban commercial cluster
- Location
- Rostov-on-Don
- Market
- Public space
- Industry
- Public spaces
- Scope
- Strategy, Branding, Content, Website
(01)
about the project
INSIDE is a multi-purpose space in the centre of Rostov-on-Don with over 60 residents, 18 food outlets and a creative courtyard with an LED screen and a glass pavilion.
More than 5,000 guests a day.
(02)
what we did02 / 06
Content strategy and social media
- New content themes and tone of voice
- Regular Reels, stories and video built for engagement and reach
- Formats with bloggers, provocation and the aesthetics of city life
- Mechanics for interaction with guests and user-generated content
(02)
what we did03 / 06
Merchandise and offline presence
- The concept for the first INSIDE merchandise line: clothing, accessories, air fresheners, rings
- A visual emphasis on style, wit and local context
- Branded print: posters, cards, welcome cards, wayfinding
(02)
what we did04 / 06
The INSIDОpoly board game
- The concept and design of an original board game based on the INSIDE site
- The whole cycle: from the name and the mechanics to the design and the launch
- Using the game as a brand tool and a reason for coverage
(02)
what we did05 / 06
Website development
A multi-page site on Tilda with spare navigation and a clear architecture.
- Sections: residents, what's on, leasing, advertising offers, how to become part of INSIDE
- Adapted for a new project — the GLAMPLACE glamping site
(02)
what we did06 / 06
Commercial offers
A full set of advertising formats and collaborations.
- A 4×2 m LED screen
- The glass pavilion
- Pop-up zones and branded events
- Professional proposals and media kits for partners and brands
(03)
a space where
Every day more than 5,000 people visit our complex in the centre of Rostov-on-Don, drawn by the atmosphere, the food, the experience and the brands they find there.
18 restaurants and cafés, 50 seasoned entrepreneurs and a stylish site designed with a creative eye for how brands are seen.
INSIDE is a space people notice, remember and choose.
(04)
result
Brand strategy, merchandise, a board game, a website and marketing for a cluster of 60+ residents.
- INSIDE began to be talked about widely on social media and in blogger content
- A foundation and a strategy prepared for attracting advertisers and new residents
- The project started expanding beyond a single site
- The space came to be seen as a media brand, not just an urban cluster