Gorky Park and Muzeon 2016 Summer
The Studio developed the concept, slogans, logo and visual Identity for the 2016 summer season in Gorky Park and Muzeon.
The concept was to include a lot of different local themes and formats for numerous summer activities.
We proposed a variety of options, and the key idea of: «PLAY — PLAY!»
In summer, Gorky Park becomes a huge game area. The concept is universal and suitable for all open-air activations and events. It is possible, as in a puzzle, to insert a lot of local summer adventure concepts that were proposed by the Studio as fitting into the PLAY category. In fact, these are the «games» played by visitors in the both parks in summer.
Verbally and visually, an interesting design is built: the title brand, the general slogan — PLAY (music, cinema, sports) and the communication built of the serial sublines: «Let’s play, Let’s play it, We overplayed it, We haven’t played enough, Playing in full swing».
As the central element of the identity we introduced a graphic rendering of the visualization of the sound wave. This dynamic element helps make the graphic part of the concept very flexible and it allows to effectively demonstrate any action or object, while keeping all the design categories in the single graphical style. We developed a template system and corporate icons. The main graphic element of the entrance’s design is that same sound wave whose diagram adorns the columns of Gorky Park and the entrance to Muzeon.