What has 2022 been like for design studios? Company executives share their thoughts.

Contents:

• Repina Branding
• Sulliwan
• ESH Gruppa
• LINII
• Depot
• Suprematika
• Vosk
• "Asslan"
• Ohmybrand

2022 is drawing to a close. It proved challenging: many faced the choice of staying or leaving, looking for ways to maintain their businesses, and adapting to a new reality. We reached out to the founders and leaders of nine Russian design companies to find out their opinions on how they perceived 2021 and what 2022 has been like for them.

This year, we are pleased to share the key results of our work. We have achieved significant success in various areas, which has positively impacted our activities. Our achievements reflect the efforts of our entire team and serve as a foundation for further growth. We will continue to use the knowledge and experience we've gained to improve our services and meet our clients' needs. We expect that the next stages of our work will allow us to achieve even greater results.

• Valeria Repina — Creative Director of the Repina Branding agency;
• Dmitry Sullivan — Founder of the Sulliwan studio;
• Philipp Tretyakov and Violetta Postnova — Art Directors of ESH Gruppa;
• Taisiya Denisova — Client Service Director of LINII;
• Anna Lukanina — Managing Partner of Depot;
• Vladimir Lifanov — Art Director of the Suprematika agency;
• Vasily Podyadchikov and Sasha Bazan — Partners of the Vosk studio;
• Natalia Rybalchenko — Co-Founder of the Asmysl company;
• Nadezhda Parshina — Founder of the Ohmybrand agency.

Repina Branding

Founder and creative director of the company. She has a unique vision and strategic approach to brand development. Her experience and creativity help create innovative solutions that meet customer needs and distinguish the company in the market. Key tasks are forming a brand image, developing creative concepts and managing a team of professionals. The founder is actively involved in decision-making and is focused on the company's long-term success.

We had ambitious plans for 2022. We were preparing for a strong recovery from the pandemic and hoped for significant revenue growth. We anticipated an increase in our team, which would help expand our capabilities. We also intended to launch new services to diversify our offerings and meet client needs.

While some plans were not realized, I can confidently say that this year has been relatively successful for the branding business. We were able to adapt to changing market conditions and find new opportunities for growth.

I have not noticed a significant decline in business activity. On the contrary, companies are actively engaged in import substitution and striving to increase their market share. There is a positive attitude in the business environment, a desire to work quickly and efficiently.

This year we have implemented many interesting projects. One of the most significant was the rebranding of the Vet Union veterinary clinic chain of the Invitro group, which turned out to be very sincere and memorable. However, the most ambitious project was the rebranding of the Perekrestok chain of stores. The update to the corporate identity and positioning began in January and was successfully completed by the end of the year. We are proud of the results achieved and continue to strive for high-quality transformations in the field of branding.

We have developed many brands from scratch for the Russian market, replacing departed Western companies. Currently, we are seeing active business expansion and mergers, with Russian companies acquiring Western ones. This creates favorable conditions for the growth of the design and branding market in Russia. The departure of international branding agencies is positively impacting the development of the local sector. It is gratifying to see how Russian companies are increasingly turning to domestic specialists to develop brands that can be executed at a high level in the country, providing high-quality and effective solutions.

In 2023, I wish designers to find inspiration in every project, develop their skills, and master new technologies. May their creative ideas be reflected in unique and functional solutions. I wish them confidence in their abilities and a desire for constant growth. May the work of designers bring not only satisfaction but also recognition in the professional community. It is important to follow trends, but also to maintain individuality and originality in each creation. I wish you success in creating vibrant and memorable projects that will inspire others.

To achieve harmony in life, it is important to pay attention to your inner state and maintain emotional balance. Accepting changes in the world, such as unexpected events and an uncertain future, is becoming an integral part of our generation. Understanding this reality helps us learn to adapt and thrive in a context of constant transformation. Focusing on our emotional state and developing stress management skills are key to maintaining emotional health in today's world. In today's world, it's important to master the skills needed for successful work. Even in a context of constant change, there are many opportunities for development. Everyone can find their direction and professional calling, which allows them to confidently move towards success and self-realization.

Sulliwan

The founder and art director are key figures in the world of creative industries. They play an important role in shaping the concept and visual identity of projects. The founder is responsible for the company's strategic direction and development, while the art director manages the creative process, ensuring high-quality visual content. Their collaboration generates unique ideas and innovative solutions that help the studio stand out from the competition. The founder's experience and vision, combined with the art director's artistic flair, create successful brands and memorable projects.

At the end of each year, we hold a workshop to plan strategies for the following year and document them in a memorandum, which we then update throughout the year. In 2021, we outlined plans to accelerate the growth of international clients in the overall volume of projects, increase turnover and revenue, organize training events for the team, and conduct active PR and other initiatives designed to facilitate the studio's growth in 2022. However, after February, we are faced with changes that can occur at any time. As a result, the primary goal for 2022 was to transition to "Survive" mode.

We successfully overcame the challenges of 2022. This year, we managed to retain almost our entire team and attract new ones. We revised our project selection criteria and adapted several areas of our work. Significant attention was paid to optimizing financial planning. We introduced moratoriums on external procurement to reduce debt risks and increase business resilience.

The studio has finally transitioned to a distributed work format, with the team operating from five different countries, which was made possible thanks to the preparations begun during the pandemic. We received significant impetus for opening a foreign legal entity and expanding our client base in Europe and the US. The year was a true challenge, but time flew by, as time is perceived differently under intense work conditions.

In 2023, I wish designers inspiration and creative courage. May each project be an opportunity to express uniqueness and creativity. I wish you to find harmony between functionality and aesthetics, creating designs that not only attract attention but also solve real problems for users. May new technologies and trends become a source of innovation, and may collaboration with clients bring satisfaction and success. This year, strive for continuous development and learning to stay at the forefront of the design industry.

Hedging risks, diversifying your work, and having the resources to handle unexpected situations are key to success. Learning foreign languages ​​and maintaining a positive attitude will help designers better adapt to modern conditions. It is important to be flexible, constantly evolving, and independent of a specific workplace, as well as prepared for autonomous work. These skills and qualities contribute to a successful career in design, providing the ability to quickly respond to changes in the industry and find optimal solutions in any situation.

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Dmitry Sullivan shares his experience of studio life during previous crises. He emphasizes the importance of adaptation and flexibility in work, as well as the need to find new approaches to content creation. During challenging times, the studio focused on streamlining processes and improving communication within the team. This not only helped preserve jobs but also foster creative ideas that further contributed to its success. Sullivan notes that crises also open up new opportunities for growth and innovation, as evidenced by examples of successful projects implemented under these conditions. Understanding audience needs and continually developing skills are key factors in the studio's survival and prosperity in uncertain times.

ESH Gruppa

The studio's art director and partners play a key role in creating unique and attractive projects. The art director is responsible for the artistic vision and overall design direction, ensuring a harmonious combination of all elements. The studio's partners bring a variety of ideas and expertise, which allows for the implementation of innovative solutions and the achievement of high results. The collaboration between the art director and partners contributes to the creation of creative concepts that distinguish the studio from its competitors. It's important for our team to be united and inspired, which directly impacts the quality of the final product and client satisfaction.

In 2021, we clearly understood the prospects for our agency's development. We saw opportunities for growth and the introduction of innovative solutions that will help us remain competitive in the market. We focused on improving the quality of services, implementing new technologies, and creating effective strategies to achieve our goals. Our vision includes not only expanding our client base but also developing long-term partnerships, which will allow us to strengthen our position in the market and ensure stable growth in the future.

During the pandemic, we realized the importance of in-person meetings, and at the end of February 2022, we completed the construction and renovation of our new office, designed by the Skhema architectural bureau at the Supermetal plant. We planned to bring a cozy atmosphere to the office by installing a vinyl record player and placing flowers. Our office has a shower, as many of us prefer to get around by bike, and there is a stadium nearby. We also created a spacious kitchen with a large table where the whole team can gather for meetings, negotiations, and shared lunches. I (Violetta) have already purchased a borscht pot to cook delicious meals for my colleagues. Our new office will be a place for productive work and friendly communication.

We plan to double our turnover and expand our team.

In 2022, our agency became international and switched to a decentralized work model. We haven't met in the office as a single team yet. Currently, the majority of our staff is located in Tbilisi. We decided to abandon contracts that directly or indirectly tie us to the state budget and focus on working with private entrepreneurs and companies. This allowed us to respond more flexibly to changes in the business environment and focus on providing high-quality service to our clients. We were able to maintain our team without laying anyone off and even expanded. These unexpected changes had a profound impact on us, but at the same time, they strengthened our spirit. We became more mindful and accountable to our business and values. The working environment changed significantly: instead of a comfortable environment where everyone knew us, we were faced with the need to actively work on recognition, sales, and promotion. This requires more effort and creativity from us, but we are ready for new challenges and strive for success.

In 2023, we wish designers inspiration and creative ideas. May every project open new horizons and bring satisfaction. We hope designers will boldly experiment with new styles and technologies, creating unique and functional solutions. It's important to stay on top of the latest trends and actively develop your skills to create competitive work. We wish you successful collaboration with clients and colleagues, and the realization of your most ambitious ideas. May every designer find their path to success and harmony in their work. It's important for designers to learn English, as this will open new opportunities for communication and professional growth. Devote time to working on your portfolio to showcase your skills and achievements. Exercise to maintain physical fitness and improve concentration. May your kind and open heart guide you to success, and may difficulties dissolve through hard work and a sense of self-worth. Work on yourself, and the results will not keep you waiting.

We guarantee that all other problems will be promptly fixed!

LINII

The Customer Service Director plays a key role in the successful interaction of the company with clients. The Director of Customer Service is responsible for developing and implementing strategies aimed at improving the customer experience and increasing satisfaction. The Director's primary responsibilities include team management, analyzing customer needs, and establishing and maintaining long-term relationships. This specialist is also responsible for monitoring customer feedback, identifying problems, and proposing solutions. Effective leadership in this area contributes to increased customer loyalty and, consequently, increased company revenue. The Director of Customer Service must possess excellent communication skills, analytical thinking, and strategic planning capabilities.

At LINII, we have a tradition of holding a strategic session a week before the start of the new year. At this meeting, we review the past year, analyze the results achieved, and identify paths for further development. Communication and the exchange of ideas help us dream and plan for the future. Strategic planning is a key element for successful business development. This is especially important in the context of the successful 2021, which has become a landmark year for us. 2022 promised to be a special year, as we celebrated our agency's tenth anniversary. We planned to celebrate this occasion with a trip abroad and a refreshed image. Our work plans included expanding our retail expertise, developing our strategy department, and implementing international projects. The beginning of 2022 brought significant changes to our plans. However, despite these circumstances, we continue to move forward and adapt to the new conditions. Our team is working to update our strategies and optimize processes to effectively respond to the challenges of the time. We continue to set ambitious goals for ourselves and strive to achieve them, despite external factors.

• despite everything, we flew to Sri Lanka with three transfers and celebrated our anniversary there;
• changed our corporate identity and presentation of materials in SMM;

• worked a lot with the retail sector, including companies from Moldova, Armenia, Bulgaria;
• got a strategist with international experience, strengthened our strategy department and have already implemented several large-scale strategic projects;
• received prestigious industry awards POPAI and Russian Retail Week Awards for our retail projects;
• went to Expo in Dubai;
• held two off-site events "Roasters Village" - in snowy Sakhalin and in sunny Brazil.

2022 was a year of significant changes. Next year, we plan to implement ambitious projects and reach new heights.

In 2023, I wish designers new inspiration and creative ideas. May each project bring satisfaction and an opportunity for self-expression. I wish you confidence in your abilities and the desire for continuous development. May technology and trends be your faithful assistants in creating unique and memorable solutions. It is important not to forget about interacting with clients and a deep understanding of their needs. Success in finding harmony between aesthetics and functionality. May 2023 be a year of bright achievements and creative discoveries for all designers.

Work and inspiration are important aspects of everyone's life. They are interconnected and influence the achievement of goals and the realization of creative potential. Work provides opportunities for self-expression, while inspiration helps find new ideas and approaches. It is important to find a balance between these two components to achieve success and find satisfaction in the process. Effective time management methods and creative techniques can significantly increase productivity and inspire new achievements. By focusing on developing your skills and finding sources of inspiration, you can create unique projects and reach professional heights.

Personal growth requires significant effort and time. To achieve success in this area, it is important to dedicate resources to self-development. Define your goals and focus on what is truly important for your progress. Regular self-education, reading books, and participating in trainings will help you develop the necessary skills. Don't forget the importance of self-reflection—analyze your achievements and failures to better understand your strengths and weaknesses. A constant drive to improve will help you maximize your potential and achieve your desired results in life.

Depot

Managing Partner and President of the Association of Branding Companies of Russia. In this role, he is responsible for the strategic leadership and development of branding initiatives in the country, as well as the integration of best practices in the field of branding. His experience and expertise serve as the foundation for promoting high-quality branding that fosters business growth and strengthens market positions. The association actively works to raise branding standards and supports interaction between industry professionals, which in turn contributes to the creation of successful and memorable brands.

In 2020, we began exploring education in the creative industries and launched the Depot Camp project. Our agency has strict standards because we work with large national and international companies, and the cost of error is high. We couldn't afford to hire students or people with limited experience, so we created our own platform. This allowed us to build a loyal community, share knowledge, engage performers in real projects, and select the best for internships or employment. We are committed to creating high-quality content and raising professional standards in the creative industries.

For many years, we used a standard CRM system. However, in 2021, we decided to create our own solution, tailored to our unique needs. We've attracted a team of experienced developers and integrators who are working to create an end-to-end system that fully meets our goals and objectives. This will allow us to optimize business processes and improve the efficiency of our customer service.

By the end of 2021, we returned to the office with an expanded team of nearly 70 employees. After a long period of social isolation, we have almost completely abandoned remote work.

We planned to develop our retail branding expertise and enhance our digital services competencies, covering not only clients but also the company's internal processes. We strive to deepen our knowledge of retail branding to offer more effective solutions and improve customer interactions through digital channels. This will not only strengthen our market position but also improve the quality of our services.

At the beginning of 2022, we successfully returned to offline mode for the entire team. However, six months later, we were forced to switch back to a hybrid work format. Thanks to the fact that all the necessary interaction mechanisms were established during the pandemic, the adaptation process went smoothly. We continue to work effectively both in the office and remotely, which allows us to maintain a high level of productivity and collaboration.

COVID has become an important lesson, emphasizing that cost optimization should not come at the expense of reducing the team. The team is made up of unique professionals who must be valued and supported. This year, despite temporary difficulties in the spring, we decided to maintain jobs. This turned out to be the right move, as interest in branding continues to grow, and the demand for high-quality services does not wane.

By the end of 2022, we changed the concept of our educational project, turning it from a corporate product into something more. Depot Camp has transformed into Dream Creative Camp (DC Camp) and has become an open digital community platform aimed at developing creative skills. Our goal is Provide access to high-quality training and resources for everyone who strives to develop their creative abilities and bring ideas to life.

We continue to actively invest in our Depot brand, which helps us not only maintain but also strengthen our position in the branding services market. In addition, we continue to invest in the development of our CRM system, despite significant costs, which allows us to optimize business processes and improve the quality of customer service.

In 2023, I want to wish designers inspiration and creativity. May each project be unique, and may your ideas be bold and original. It is important to follow modern design trends, but do not forget your individuality. Develop your skills, explore new technologies, and don't be afraid to experiment. Success in design comes to those who are ready to accept challenges and learn from their mistakes. May your work be not only aesthetically pleasing but also functional. I wish you to find harmony between beauty and practicality in every project. Look at the world with curiosity and openness, and let your design ideas inspire others.

It's important for aspiring designers to begin their journey in the industry, while experienced professionals should continue to develop their personal brands by investing in their own education and acquiring new skills. These efforts will pay off. If not today, then tomorrow you will see the results of your investment in the future.

Suprematika

The founder and art director are key figures in the creative process of any company. The founder is responsible for the strategic vision and development of the business, creating a unique atmosphere and culture within the team. The art director, in turn, manages the visual aspect of projects, ensuring high quality and originality of design. These roles are interrelated and essential for success in a competitive environment. Effective collaboration between the founder and art director facilitates the creation of innovative solutions and attracts clients.

In 2021, we had many ambitious plans, but already in January, we encountered the first difficulties, which led to further problems at the end of February. Some interesting projects, important both financially and creatively, were put on hold. Nevertheless, we are ending this year with a positive result compared to last year, as well as with a renewed team, which we renewed by 50%.

Amid the information chaos of 2022, we focused on work and abstracted ourselves as much as possible from the current situation. Despite the difficulties, this year has been a source of inspiration for us and has brought several successful and aesthetically pleasing cases to our portfolio. This demonstrates the power of creative sublimation. As a result, we have maintained a healthy cynicism and optimism, which allows us to move forward and develop in any conditions.

I wish designers inspiration and creativity in 2023. May every project bring satisfaction and joy, and may ideas be embodied in unique solutions. I wish you to stay up to date with modern trends and technologies in order to create relevant and in-demand products. May your work inspire others and become a role model. I wish you success in mastering new tools and methods, and harmony in your creative process. Believe in yourself and your abilities, because you are shaping the future of design.

To those who left, I wish you a successful adaptation to your new surroundings and the ability to find your calling. To those who stayed, I hope you avoid mobilization and remain calm. And to those who are called up, I wish you return home safe and sound, with a clear mind. In the current conditions, these wishes are becoming especially relevant.

Vosk

Our studio's partners play a key role in our success. We collaborate with trusted companies and professionals who help us achieve high quality standards and implement innovative projects. Our partners provide a variety of services and resources, allowing us to offer our clients comprehensive solutions. We value every collaboration and strive for long-term relationships based on trust and mutually beneficial cooperation.

In 2021, the studio was just starting out, and we did not have inflated expectations from the market. Our primary goal was to enjoy our work and find the optimal format for collaboration. We decided not to limit ourselves to a single niche, accepting all projects that caught our attention and sparked our interest. This approach allowed us to develop diverse skills and accumulate valuable experience in various fields. 2022 was a successful year, exceeding our expectations across all areas. We worked with clients from 14 countries, and each project proved unique in its niche. As a result of the year, we strive to expand and diversify our portfolio. In 2023, we wish designers inspiration and creativity. May your ideas be vibrant and unique, and your projects successful. We hope you will boldly experiment with new styles and technologies, finding original solutions for your clients. This year, it is important to pay attention to sustainable development and the environmental aspects of design, creating work that is not only beautiful but also beneficial to the environment. May your portfolio be filled with exciting projects, and may your collaborations with clients bring satisfaction and new opportunities for growth. We wish you to stay on top of current trends and inspire others with your work. Don't deny yourself the pleasure of doing what truly brings you joy. Everyone deserves the opportunity to devote time to their hobbies and interests, as this contributes not only to personal development but also to an overall improvement in their quality of life. Allow yourself to follow your passions and discover new horizons, because this is where true harmony and happiness lie.

«Asmysl»

The co-founder and brand strategist of the company has deep knowledge and experience in the field of marketing and brand development. She develops strategies that help companies effectively position their products in the market, attract target audiences, and increase brand awareness. Her work includes competitive analysis, consumer research, and the creation of a unique company image. Thanks to her efforts, many brands successfully differentiate themselves from competitors and achieve sustainable growth.

In 2021, we won the international City. Nation. Place branding award, presenting the concept "NAO. Minimalism. You're rich if you don't have anything superfluous." This victory was a significant step in promoting our brand and highlighted the importance of minimalism in the modern world. Our concept emphasizes the value of simplicity and functionality, reflecting the spirit of our region. We believe that minimalism allows you to focus on the essentials and create a unique image that will attract attention and inspire.

This work examines the philosophy of northern nomads and polar explorers. Inspired by this unique culture, we sought to promote our northern brands in international professional communities and introduce them to the global tourism market. However, the events of early 2022 have changed our plans.

2022 has been a successful year for our business in the domestic market. We are seeing growing interest in our activities related to working on territories and place identity. The increase in requests for our services indicates an increased attention to issues of cultural and territorial identity.

We focused on two cities in the North - Monchegorsk and Solvychegodsk. These settlements play an important role in our project, and we have focused our efforts on their development and support.

A comprehensive system of projects to activate the city brand called "Monchegorsk. Lakes Around Us" was successfully implemented in Monchegorsk. As part of this initiative, several projects have also been implemented in collaboration with local businesses. One significant example is the creation of the "Stairway to the North" architecture museum and public space in the historic building of the Sever Hotel. These projects contribute to the development of tourism and increased interest in Monchegorsk's cultural heritage, which in turn strengthens the city's image as an attractive place to live and relax.

A communication project with residents, entitled "Lakes Around Us," was developed. In collaboration with the housing and utilities department, a city design code was approved, presented as a website with downloadable PDF documents. Together with partners from "Territory of the Russian Federation", a tourist website was launched and the Imandra Fest festival was organized, which draws attention to the cultural heritage of the region and promotes the development of tourism.

In Solvychegodsk, the concept and style of "What's Your Salt?" are gradually being implemented by key city stakeholders, including the Solvychegodsk Museum, the sanatorium, and local entrepreneurs. This year, a navigation system was partially implemented, and a map designed in a thematic style using salt was presented. Next year, we plan to implement a design code that will help strengthen the city's identity and increase its attractiveness to residents and tourists.

In 2023, I wish designers new creative heights and inspiration. May each project become a unique expression of their ideas and style. I wish them to develop innovative solutions that combine aesthetics and functionality. May the design be not only beautiful but also user-friendly. I hope that designers will boldly experiment with new technologies and trends, creating vibrant and memorable works. I wish you success in finding new forms, materials, and approaches so that each project reflects individuality and meets modern requirements.

Don't isolate yourself or your country. Learning English opens new horizons and opportunities. Design won't solve all the world's problems, but it can significantly improve it. It is important to remember this and strive for development.

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Six examples of urban identity

Urban identity plays a key role in shaping the unique appearance of populated areas. It includes visual elements that help create a recognizable style and atmosphere of the city. This review presents six significant urban identity projects successfully implemented in various cities.

The first project demonstrates how the clever use of a color palette can transform the perception of an urban environment. The second example demonstrates how creating a unique logo and corporate identity can attract tourists and increase interest in cultural events. The third project emphasizes the importance of typography in the design of urban infrastructure.

The fourth example illustrates how street art elements can become an integral part of a city's identity. The fifth project focuses on creating comfortable and functional urban spaces that promote interaction among residents. Finally, the sixth example shows how the effective use of digital technologies helps develop and maintain a city's identity.

These projects highlight the importance of an integrated approach to creating an urban identity that not only enhances visual perception but also contributes to the development of local culture and the economy.

Ohmybrand

The founder and creative director of a company plays a key role in shaping its vision and strategy. These professionals are responsible for developing a unique brand and creating innovative products or services. Their task is to inspire the team, manage creative processes, and ensure high quality standards. Thanks to their experience and vision, the founder and creative director can effectively interact with clients and partners, strengthening the company's position in the market. Their leadership and creative approach contribute to the achievement of business goals and the implementation of ambitious projects.

2022 promised to be a promising year, especially after the end of COVID-19 restrictions. Business was gradually recovering, and new projects appeared on the horizon. The main goal was to strengthen foreign activities and enter international markets.

In 2022, we achieved significant business results, successfully completing many projects, including complex ones. One of the key achievements was the redesign of the Green Line trademark for the Perekrestok chain. The main challenge was maintaining the integrity of the concept during a multi-stage approval process at various levels. We coped with this task, which confirmed our professionalism and ability to effectively manage complex projects.

We have assisted companies in defining their unique positioning and style, which has contributed to our own professional growth as specialists.

In 2023, I wish designers to continue developing their skills and finding inspiration in new sources. It is important to stay up-to-date with current trends and technologies to create unique and effective solutions. Continuous learning and experimenting with different styles will help you stand out from the competition. Furthermore, I hope that designers will strive to create sustainable and eco-friendly designs, considering the impact of their work on the environment.

Collaboration and sharing experiences with colleagues also play a key role in professional growth. Participation in communities and networking events will open up new horizons and opportunities. In 2023, I wish designers confidence in their ideas and the courage to implement them, so that each project reflects not only their technical skills but also their individuality.

We are currently experiencing a period of significant instability. In times like these, stability and predictability are especially important. Being a reliable designer, completing projects on time, and keeping colleagues informed about the status of work are key aspects to focus on in the coming year. Other factors, unfortunately, are beyond our control.

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