RCW20Graphic Design | Signalisation Design | Web Design and Development | Motion Graphics
In 2020, Russian Creativity Week was the first Russian international festival of the entire creative industries, showcasing the power of creativity that allows us to solve the complex problems of our time, and achieve positive changes in people’s lives.
2020
Russia
Russian Creativity Week (RCW), the first ever Russian festival of Creative Industries in Gorky Park, Moscow. The project comprises 14 volumes that serve as thematic lecture halls, as well as meeting areas, press booths, and an information center. The goal of the design was to create a festival with memorable objects during a difficult epidemiological situation.
Brand New World, my agency at the time, was commissioned to create the visual identity of the Russian Creativity Week - as single entry point for all target audiences - united by the idea of Russian creative development. Our branding guru Jovan Jelovac from Zürich, Switzerland, created an in-depth analysis how to best combine Moscow and the Russian regions, while in the same time communicating a strongly Russian message to the world, inviting the global creative community to participate in the event as much as the local Russian creative and business communities. His solution was to combine the ingenious modern handwriting of a Muscovite author, Architect Plotkin, whom we commissioned to design the 14 Creative Industries Pavillons inside Gorky Park, with the authentic typographic excellence designed by another Russian genius from the Altai - Nikita Kanarev.
The visual concept of the event was developed based on a thorough study of the domestic market of Russian creative brands as well as an analysis of the experience of foreign organizations. Young Russian designers, who have already made a name for themselves around the world, were involved in the development of the corporate style and identity under the supervision of the international agency Brand New World (Moscow) as represented by Jovan Jelovac, the founder of Belgrade Design Week.
My involvement in Russian Creativity Week was a comprehensive endeavor that blended digital design, animation, and physical signage design. Through my diverse skill set, I was able to contribute significantly to both the online presence and physical layout of the festival, ensuring a cohesive and immersive experience for all attendees.
See how design and animation can transform a festival into an immersive cultural experience.
From the digital realms of the website and animated videos to the physical spaces marked by signage, each aspect of my work with the Brand New World agency contributed to creating an immersive and memorable experience for everyone involved in RCW.
The RCW website became the digital gateway to the festival, attracting thousands of visitors seeking information and engagement with the event.
By successfully translating the essence of Russian Creativity Week into a digital format, the website played a pivotal role in enhancing the overall festival experience, both for those attending in person and those participating virtually.
The Heart of Online Interaction I led the creation and launch of the RCW festival website, a central hub for information, engagement, and digital interaction with the festival's global audience.
User Experience at Forefront Focusing on a seamless user experience, I designed the website to be intuitive, visually appealing, and reflective of the festival's dynamic spirit.
Tech Meets Art Implementing the latest web technologies, the site was optimized for performance and interactivity, ensuring visitors could easily find schedules, event descriptions, and multimedia content.
The design of the Russian Creativity Week’s website pages is based on a modular grid structure with separate folds, with an easily manageable content system, so that RCW’s marketing can plug in, play and change the content by themselves, without depending on designers or coders. The process is fast and efficient, with maximum responsive flexibility for any screen size built in iOS and Android.
In my role, I was also responsible for designing and animating video content for the festival. This included creating captivating promotional videos and event highlights that told the story of RCW through dynamic visuals.
I had the privilege of bringing the vibrant essence of Russian Creativity Week (RCW) to life. My role as the animator was to craft visual stories that captured the heart and soul of the festival. These animated narratives were crucial in building excitement pre-event and in maintaining engagement post-event, effectively extending the festival's reach.
Post-event, I produced animated recaps and highlight reels. These pieces served as a dynamic reflection of the festival, capturing key moments and experiences in an engaging format.
I also had a privilege in assisting with signage and signalisation design for the festival.
While many people think of signs and graphics when the idea of wayfinding is discussed, architectural and interior design components are just as important. As in case of RCW, well-designed architecture will have cues inherent to the event’s design which can subconsciously guide a consumer. BNW planned a layout involving the identification of spatial units and understanding their purpose, function and relationships to other units. Based on these relationships and functions, we grouped the units into zones of common function / identity.
This project was a testament to the power of multidisciplinary design in creating immersive experiences. Through the RCW project, I was able to blend technical skills with creative vision, contributing significantly to the festival's success both online and offline. It was an enriching experience that underscored the importance of cohesive design in event storytelling and audience engagement.
