National tourist offices Visit Russia present tourist opportunities inRussiain domestic and foreign markets.

The studio was tasked to develop a concept for rebranding foreign tourist offices.

Visit Russia

Visit Russia!

National tourist offices Visit Russia present tourist opportunities inRussiain domestic and foreign markets.

The studio was tasked to develop a concept for rebranding foreign tourist offices.

Visit Russia

A new image of Visit Russia was developed on the basis of a study carried out jointly by studio DEZA and the Union of National and International Information Tourist Organizations (SONATO). The visual images and communication strategies, that other countries are using through their foreign tourist offices, for example, Visit Finland, Visit Sweden, Visit Britain, were analyzed. Studying the experience of other countries was useful for finding a solution that would meet the marketing challenges of Visit Russia.

The collection of information on Russia's perception was conducted among representatives of Visit Russia's national tourist offices abroad, as well as organizations operating in the market of inbound tourism in various countries - China, Vietnam, the United Arab Emirates, Britain, Austria, Spain, Greece, Lithuania. During the research, the goal was to find a language of communication, that is equally understandable to all foreign partners. One of the important aspects in the discussion and choice of the concept was the convenience of using the elements of identity.

Russiais an endless variety of associations, images, symbols and, of course, stereotypes. Many ideas about Russia as a country of bears, balalaikas, matryoshkas and ear-flaps are very stable. Trying to refute them is an ungrateful and meaningless task. It is much more accurate to force the entrenched images of the country to work for Russian tourism. Help comes from self-irony and recognition: yes, we have it all, it's also part of our culture. But if you visit Russia, you will see much more.
The system of identity of Visit Russia tourist offices is based on a wide range of elements. These are recognizable well-known symbols ofRussia, filed in a light modern manner, with a lively and ironic overplaying of many persistent ideas about Russian realities. Individual simple elements can form images and plots, that mark various types of tourism in Russia: cultural-cognitive, natural-ecological, sports, event-based tourism, etc.
All the elements are united among themselves with symbolic lines – roads. To make an impression ofRussia, having arrived to the country, is possible in various ways, and everyone has its own. The new image of Visit Russia reflects the possibilities of each tourist to go on their journey, collected from many stops, attractions, classes, bright moments and impressions. Thus, tourist vectors can become a constructor, that Visit Russia can collect and present to its audience.
All elements of the identity are divided into four main areas: nature (flora, fauna, landscapes and phenomena); traditions (folklore, folk crafts, patterns); sights (architecture, historical monuments); achievements (science, technology, space, art, sports).

Currently, the development stage of the concept of the firm identity of Visit Russia has been completed. Next, the identification system has to go from the digital space to the office space. The first updated office of Visit Russia will be opened inParis. The developed corporate style will also be used to design special events (forums, conferences, etc.) held under the auspices of Visit Russia.

In 2017, the Visit Russia project was awarded the most prestigious and respected international festival in the field of design Red Dot Award: Communication Design in the category Brand Design Identity.

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Creative team
Ilona Koltinyuk
Aleksandr Suvorov
Art-director Irina Shmidt
Daria Erasova
Copywriter Anton Borisov, Ivan Kvasov, Natalia Medvedeva
Designers Artem Lukichev
Nadejda Polomoshnova
Aleksey Borovkov
Project Manager Anna Dokunina, Aleksandr Petrosyan, Ekaterina Saburova
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