The making of the  construction site appearance for Moscow

Piling up loads of ideas.

Realizing that we need a positive and kind image and deciding to settle on an illustrative approach.

Understanding that the chosen direction is slightly wrong.

Contemplating further.

Eureka! What if we create the design based on texts, slogans and typography? Tasking the copywriter and receiving the slogans for all possible situations.

All right, maybe less design.

OK, looks good. But we want to feel out what else can work here. Creating three more alternatives.

Without much thought, settling on the first option. Positive colors, expressive layout, large typography, clear messages. Just what we need to tell the frustrated citizens about the best intentions of local administration.

Fine-tuning each individual message.

Time to stop and consider our choice of type. Comparing Museo and Direct.

What if we use lower case?

Direct, of course! Choosing to use lower case and diving into work.

So much is being built in the city!

Adapting the modules to billboards, banners and city format while simultaneously assembling the documentation into a brand book.