Sarapul is the increbible merchant town on the bank of the Kama river in Udmurt Republic which is famous for its Art Nouveau architecture. Little people know how wonderful this town is and what a wonderful historical center of it looks like. We truly believe, that it is highly underestimated and had been requested to change the situation and work on its tourist idea.

A few years ago before the project begun, Sarapul already got an official logo for administration, that was absolutely boring, both inside and outside. We had been asked to find a creative tourist idea for the town, giving more catchy emotions of what town idea might look like.

The most defining of all is the history of the book by Lidia Budogosskaya, the local writer, who wrote about a ginger girl from Sarapul, student, who had lived in the town at the beginning of 20th century. There are many descriptions of the town buildings, life, streets and characters of that epoch. Fantastically, that all the buildings are still can be seen in the town which immediately made the book the proud core idea for the route, that could include all the places for a visit, joint by the ginger line route. This fact had became the second slogan:

Together with the successful growth of the Udmurt Region systematic design and branding, being curated and managered by Slava Pravdzinsky, we encountered the problem of compatibility between two brands, which had different visual approach. That happens when two brands are created by different teams, time and conditions. As of 2023, they don't interfere too much, but changes are yet to be met in the future.

Polina Pavlova, our lovely friend and the director of the Udmurt Cluster Development Center shared with us her experience with Sarapul branding. Highly recommended video for all those, who interested in place branding and afraid of just start doing things and can't stop researching. Polina story is focused on the pre-release, rather than on the work we're faced during the realisation.