Place branding, design, maps, wayfinding, naming, town guidelines with social involvement for regions, towns and villages since 2014. We are Igor and Natalia Makovsky and we love working with places, finding true reasons and ideas that help local people to grow business, tourism, unite, develop local economics and live happy. We create projects together with local entrepreneurs, communities, administration, ethnographers, tourist experts and that's why 80% of our projects in Russia & CIS live and prosper. That's pretty resultative, if you ask.
Monchegorsk, Murmansk Oblast, Russia
Lakes around the metallurgist town brand with full support for >2.5 years
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2023
MURMANSK OBLAST
2024
MURMANSK OBLAST
2021 … 2022
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022 … 2023
MURMANSK OBLAST
2022
Arkhangelsk Oblast
Family of archibrands with a pinch of salt and cranberries
ARKHANGELSK OBLAST
2015
ARKHANGELSK OBLAST
2017 … 2018
ARKHANGELSK OBLAST
2017 … 2018
ARKHANGELSK OBLAST
2020 … 2021
ARKHANGELSK OBLAST
2019
ARKHANGELSK OBLAST
2019 … 2024
ARKHANGELSK OBLAST
2021
Nenets Autonomous Okrug, Russia
Things that matter: reindeer, tundra and the nenets people
NENETS AUTONOMOUS OKRUG
2018 … 2023
NENETS AUTONOMOUS OKRUG
2020
NENETS AUTONOMOUS OKRUG
2019 … 2023
NENETS AUTONOMOUS OKRUG
2020
NENETS AUTONOMOUS OKRUG
2018 … 2023
NENETS AUTONOMOUS OKRUG
2020
NENETS AUTONOMOUS OKRUG
2019
NENETS AUTONOMOUS OKRUG
2019
NENETS AUTONOMOUS OKRUG
2021
NENETS AUTONOMOUS OKRUG
2020
NENETS AUTONOMOUS OKRUG
2018 … 2020
NENETS AUTONOMOUS OKRUG
2020
NENETS AUTONOMOUS OKRUG
2023
NENETS AUTONOMOUS OKRUG
2023
NENETS AUTONOMOUS OKRUG
2020
NENETS AUTONOMOUS OKRUG
2019
NENETS AUTONOMOUS OKRUG
2018
NENETS AUTONOMOUS OKRUG
2019
Murmansk Oblast, Russia
From the White Sea to Kola Super Deep Industry in Nikel
Taimyr, Krasnoyarsk Krai, Russia
Game changers of the Arctic
TAIMYR PENINSULA
2019 … 2023
TAIMYR PENINSULA
2021
TAIMYR PENINSULA
2021
TAIMYR PENINSULA
2021
TAIMYR PENINSULA
2021 … 2023
TAIMYR PENINSULA
2020
TAIMYR PENINSULA
2022
TAIMYR PENINSULA
2023
TAIMYR PENINSULA
2024
And many other projects across Russia and CIS
VLADIMIR OBLAST
2015 … 2017
VOLOGODSKAYA OBLAST
2014 … 2018
MOSCOW OBLAST
2019
VLADIMIR OBLAST
2015
KALUGA OBLAST
2016 … 2018
MOSCOW OBLAST
1993 … 2022
REPUBLIC OF BELARUS
2016 … 2021
About us
We're Igor and Natalia Makovsky and Asmysl is our family team business. We love to see world meaningfully changing. Sometimes we happen to be a part of these changes, because we're working on place branding and find or create those new meanings.

Place branding includes deep interaction with lots of communities and requires a lot of attention, time and personal immersion. Every project starts with our visit to the territory, finding partners for future work. If there's no request from the people — we won't even begin.

We practice cluster branding approach in our work. It is when the general brand covers the whole region. In the meantime, all small businesses, budget organizations and projects in the region form a series of related brands that fit and inherit the general brand storyline. That helps to reveal the general idea from all sides and make it stronger.

Changes is a spaced out process. There are not many teams who are willing to take such a long adventure. It is that case, when small teams are most efficent. So does our family team of two. Our life is deeply intertwined with our projects and that's awesome. Here are some our thoughts:

  1. Academy Masters media with a nice dialogue with us
  2. Detailed interview with Natalia on Ranepa media
  3. BSAaward took an interview with Natalia on branding
  4. Article for GoArctic on our love for north
  5. Natalia interview for Brandlawyer

Igor and Natalia
Natalia Makovsky (Rybalchenko)
Founder, Brand strategist
natalia@asmysl.com
linkedin: nataliarybalchenko
telegram: @natalia_makovsky
Igor Makovsky
Founder, Art Direction, Designer
igor@igormakovsky.ru
igormakovsky.com
igorekmakovsky.com
linkedin: igormakovsky
telegram: @igormakovsky
Our partners
CSTM — type foundry
Contrast Foundry — type foundry
Oleg Matsuev — type designer
Ivan Vetrov — designer
Katerina Antoshkina — designer, illustrator
Katerina Semenova — designer, illustrator
Olga Baturina — marketing professional
Russia Discovery
British School of Design
HSE University
Our clients
Nornickel
En+ Group
Rosatom
Ministry of Culture of the Russian Federation
Centers of Business Development
Centers of Cluster Development
KB Strelka
Ranepa
Letter to Natalia & Igor