showcase
Branding A Unique Moscow Building with a Venerable History
Object
The Cathedral of Christ the Savior in Moscow was demolished in Soviet times and replaced by swimming pool. After the fall of the USSR, the temple was built anew. All of this was happening in full view of the key element in our story: the building at 7 Soymonovsky Driveway.
Soymonovsky Driveway and the Cathedral of Christ the Savior, photo, 1930.
A view of Soymonovsky Driveway and the Moskva swimming pool on the site of Christ the Savior Cathedral. Photo from the 1970s.
Object
During the Soviet era, the building experienced tumultuous changes. Its apartments were converted into micro-offices that are rented out to small businesses.
But the building still has status as a cultural heritage item, and its developer has set himself an ambitious task: to turn it into modern luxury housing while preserving its historical significance.
The basis for the brand
It’s a high-priced building in an exclusive location. One might be tempted to build its brand simply on those attributes. But such a simplistic approach raises many questions: What will the project be called? What will it's logo look like, and which colors should be used? Most important, how will the brand tell its own story?
That last question is the first one I sought to answer.
They were a noble Russian family, tracing its history to the middle of the XVI century. As would be expected, it had its coat of arms.
The house owned by Mikhail Sojmonov is in an alley named in his honor. So I started with a concept that would link the past, present and future around the personality and history of that man.
Chapter 1 — research
the PAST
The person
He was Acting Privy Counselor, Senator, President of the Berg Collegium.
On Catherine's instructions, he headed the Empire’s coinage business. He minted copper ruble coins.
Organizer of mining production.
Under his leadership, the development of lead-silver deposits flourished and state “ore prospecting” parties began to work.
He was among the organizers of higher education in Russia.
He founded the Mining School, from which all Russian higher technical education began Pragmatic Humanitarian.
He initiated the abolition of forced labor. He was convinced that the practice of imputing—a method of correcting errors and estimating and filling in missing values in a data set—undermined metallurgy. He believed that freeing forced laborers would beneficial, since labor based on economic incentives rather than the whip would be more efficient.
n 1773 he founded the second public museum in Russia, now called the Mining Museum,in St. Petersburg. The only other museum at that time was Peter the Great’s Kunstkammer. The Hermitage, was a private art collection that did not open its doors to the public until the mid-19th century.
Mining Museum in St. Petersburg
Mikhail Fyodorovich Sojmonov’s energy and passion, and his involvement in public affairs, clear vision and innovative leadership made him a charismatic, symbolic figure with whom our audience can relate.
Energetic, passionate people, like Mikhail Sojmonov, aspiring to be or already involved in public affair, focus on identifying the problems of our time and finding solutions.
These people include civil servants industrialist and entrepreneurs, top executives at large corporations.
Notably, they do not view the world solely through the prism of scientific and technological progress. They are realists who know technology is only part of the big picture, and that people and their connections to others that is what influences the world around them.
They are aware that the future is shaped by connections with individuals in in a variety of “worlds” and those connections raisetheir personal status and prestige and are an opportunity to influence the world which simultaneously raising capital.
Making multiple meaningful connections.
Personal status and prestige.
Influencing others.
Capital appreciation.
Finding new opportunities.
Chapter 2
the present
33 museums and 15 art galleries.
21 restaurants и 15 bars.
19 churches.
2 piers.
Exceptional location.
Historic architecture combined with modern British design.
Exceptional quality materials, furniture and appliances.
Exceptional, personalized service.
Security and privacy of the highest quality.
It is already one of the best places to live in Moscow.
But can I make it even better for the target audience?
Chapter 3
the future
To improve an already highly attractive product, I need to consider the values and pain points of the target audience.
First Discovered Pain Point
Privacy and Security
While one approach is to put up walls, eliminate public spaces, and impose strict security protocols, I suggest an opposite approach: creating an intimate space—a club—where residents can spontaneously enjoy the company of neighbors whom they themselves have chosen.
Addressing the security protocols of all residents makes the place safe and motivates members to invite other friends and loved ones within i which will encourage them to become residents as well, which in turn will create word of mouth.
A community of extraordinary people.
Strict security protocols may restrict access to nearby restaurants and museums, and not everyone is willing to invite guests home.
Open only to residents and specially invited guests, the Club—on the first floor—will welcome a community of extraordinary ladies and gentlemen.
This special cloistered, highly secure space will be filled with great wine, great food and great art.
The club creates a sense of comfort that is carried over into the resident own private quarters and terrace, where the party can continue.
The club can host closed events, accessible only to residents, their guests and club administration. These might include art auctions, chamber concerts, celebrity lectures, investment opportunities, etc.
Lections
Concerts
Art Auctions
In addition to the ordinary end of the day, the reason for visiting the club can be a landmark, but closed events. By invitation of residents and club administration only. Art auctions, chamber concerts, celebrity lectures, investment opportunities, etc.
Second Discovered Pain Point
Social Circle
Well Curated Museum Shows
Strong connections with artists and cultural figures.
That Sojmonov founded one of Russia’s first public museums and that his house is proximate to the Pushkin Museum and 32 others galleries and museums inspired me to expand on this theme.
To help residents make strong connections with artists and cultural figures we hope to initiate the following activities: “Night at the Museum” a special card allows residents and their friends to make night visits to partner museums.
Guided exhibition previews for residents and their friends.
Dinners or club nights with artists and art historians.
Art on loan: a subscription service to have an object of art on loan to you for month at a time.
Introduction to a professional, person advisor to help acquire a contemporary art collection.
Chapter 4
the brand
Brand Promise
Social connections unavailable to anyone but you.
Chapter 5
visual identity
speaks volumes:
of something of real value;
authentic works of art at home;
real, not imagined, connections;
about not living in the past.
In linking the past to the present, it is important to cite the identity (and occasional heraldic reference) of the surname.
David (heritage) blows a balloon out of gum (childhood pop culture), wears smart sunglasses (future), that reflect the Cathedral of Christ the Savior (location), has folded his fingers in a gesture reminiscent of the gestures of saints on icons. Dressed like he doesn't have to prove anything to anyone or anything (personal status).
Mikhail Soimonov minted copper coins and started mining mines in the Urals.Bazhov’s tales “The Mistress of the Copper Mountain” introduce Russians to malachite, which is presented a a special stone.
“To the eye, the stone is like silk— to the touch, it even feels like silk.” Moreover, from the point of view of color theory, these colors are perfectly combined: — the green-blue tones and textured flecks of malachite and the metallic oil look and orange shades in the copper.
Malachite: green-blue tones, textured flecks.
Copper: shades of orange, metallic foil.
Copper coins and the mining mines of the Urals are embodied in the pattern.
Conclusion
The Sojmonov project is a perfect example of how paying tribute to the history of a place can become the foundation of a brand and give it meaning and purpose.
My work does not include a single irrelevant detail or impulsive decision. Everything has a clear rationale. I was honored to create a story that not only draws strength from our heritage but also speaks directly to those who are shaping the future. I believe Sojmonov will become a landmark not only on city maps, but also in the minds of the residents, who will be investing their time and energy in building a better future.
Thank you for reading this story—I hope this project has inspired you.
Next Project
A logo in which the sisters could see themselves reflected.