ASMYSL — we create territorial brands and develop tourist projects. We hunt for senses of places to unite people and revive big and small territories since 2012. Knee-deep in social communication with administration, local entrepreneurs, active people and cultural authorities. Working together on international brands, maps, wayfinding and all kind of design projects packed together with brand strategy and marketing research. More than 160 living projects and growing. Based in Russia, Moscow.
NAO. Nenets Autonomous Okrug
Things that matter. When all projects work together as a team.
  1. Research and brand strategy
  2. Pustozersk Museum Reserve Branding and Strategy
  3. My Arctic — arctic tourist agency brand
  4. Nel'min-Nos brand and wayfinding system
  5. Nel'min-Nos map
  6. Naryan-Mar tourist route map
  7. Mascot creation and storytelling
  8. Under One Sun — museum association brand
  9. Local food festival branding and strategy
  10. Narey — local fashion and cultural brand
  11. Official tourist map design
  12. British Higher School of Design and Art collab
  13. Nenets Lore Museum Identity
  14. Telviska Museum of Emptiness Branding and Strategy
  15. Indiga River and Fish Festival Branding
  16. Ustie Village Map and Branding
  17. Bolshukha Hill — local amusement park
  18. Naryan-Mar Art Objects Concept
  19. Interactive Virtual Naryan-Mar in 3D
  20. Frigate in Pustozersk Hotel and Restaurant Brand and Strategy
  21. Pechora River Map
  22. Naryan-Mar Wayfinding
  23. Naryan-Mar Local Slang Map
  24. Pustozersk Maps of Past and Present Times
  25. Pustozersk Patterns and Souvenirs
Projects in Murmansk Oblast
You've probably been either still dream to visit it.
  1. Belomorie Tourist Cluster Branding and Strategy
  2. Belomorie Script Font
  3. Interactive Belomorie Maps
  4. Belomorie Wayfinding
  5. Varzuga 600 Years Anniversary Branding
  6. Belomorie Design as Kandalaksha Administration Brand
  1. Niiiiiiiikel — the way Nikel rebuilds its economy on the way to Scandinavia
  2. Niiiiiiiikel Mascots Rock!
  3. Gastro Industry Festival Brand
Monchegorsk brand strategy

Murmansk Travel Forum
Taimyr Peninsula
Changes Everything. Wind and freezing cold included. Dare to Change?
  1. Taimyr Tourist Arctic Cluster brand and strategy
  2. CoFo Peshka Font (Taimyr edition)
  3. Expedition to Cape Cheluskin 2021
  4. MITT in Moscow 2021
  5. Enisei Expo in Krasnodar 2021
  6. Expedition to Pronchisheva Bay 2020
  7. Ol-Gul Tourist Complex Wayfinding System
  8. Interactive Console in Norilsk Airport
  9. Projects for Norilsk Administration
Arkhangelskaya Oblast
Home of Architecture and Archbrands mixed with Salt and Cranberries
  1. Arkhangelsk Oblast — Strategy and Branding
  2. Arkhangelsk — Arkhitype Font
  3. Arkhangelsk — 80 Years Anniversary Exposition and Map
  4. Kargopol Familia Tourist Cluster
  5. Solvychegodsk — Strategy and Brand
  6. Solvychegodsk — Map and Wayfinding
  7. Solvychegodsk — Sanatorium Architectural Concept
  8. Pinezhie — Strategy and Brand
  9. Pinezhie — Maps and Wayfinding
  10. Pinezhie — Architectural Infostands
  11. Lomonosov Island — Strategy and Branding
  12. Lomonosov Island — Map and Wayfinding
  13. Severnoye Trekhrechye — Strategy and Branding
  14. Severnoye Trekhrechye — Krasnoborsk Tourism Development
  15. Severnoye Trekhrechye — Font
And many other projects across Russia and CIS.
  1. Maraphon Communications Map
  2. Kuskovo Park Brand
  3. Moscow Park Bird Food Festival
  4. Wayfinding for Small Towns book — KB Strelka collab

Moscow Oblast
  1. Snova Cafe — New Jerusalem Museum
  2. New Jerusalem — Pilgrimage Wayfinding
  3. Orange Guide — Moscow Oblast
  4. Sergiev Posad Wayfinding — KB Strelka collab
  5. Benzar Gas Station with tourist potential
  6. Moscow Oblast Tourist Map
  7. Russian Taste — International Food Festival in Moscow Oblast

Tyumen Oblast
Tobolsk Design Code — KB Strelka collab

Kursk Oblast
Kurchatov Town Brand

Smolensk Oblast

Desnogorsk Town Brand

Udmurt Republic
Sarapul Map that made its way to souvenirs, candies and interior design

Vladimir Oblast
  1. Suzdal Brand
  2. Palace Factory
  3. Ogurets Restaurant

Vologodskaya Oblast
  1. Blagoveshenskaya Starina — Samovar Museum Catalogue
  2. Blagoveshenskaya Starina — Samovar Museum Web

Leningradskaya Oblast
  1. SyasStroy Brand Strategy and Map
  2. Kuzemkino — Social Center Brand

Kaluga Oblast
  1. Tarussa Brand Inspires on Making the Best Brandbooks
  2. Forest Cuisine Brand

Perm Krai
  1. Stroganovs, Suksun and Ocher Travel Maps
  2. Molebka‚ the UFO contact site
  3. Khokhlovka Museum Brand

Rostovskaya Oblast
Kazachie Receipts Food Brand

Belarus Republic
  1. Yarki Park-hotel — Brand
  2. Yarki Park-hotel — Website
  3. Yarki Park-hotel — Map and Wayfinding
  4. Vynakhodniki Graphical Design

Dagestan Republic
  1. Matlas All-Season Tourist Hotel
  2. Kaspiy — Smart City Concept

Projects in Russia
  1. Small Town Best Practices
  2. Association of Small Cities in Russia
  3. Association of Small Cities in Russia — website

About us
What's the sense? — we ask ourselves in every new project, diving into an essence of a place.
We ask the question to ourselves, citizens, mayors, ethnographers, artists, visitors, and thus we reveal identities and roots of places. Together we create meaningful stories and tell them through participatory maps, business, social and cultural projects, and through books, guides, online and offline museums, and other craft initiatives that finally make a change.

We believe, that if a place gets its true meaning and strategy of how to evolve, it becomes interesting for citizens, new citizens, visitors, investors. Thus, they have more reasons to come, stay, and make their place better.

Not only do we change places, but places also change us for good. Once we fell in love with North and created brands for more than 20 northern places. Almost every member of our team has a fragment of the northern identity — Pomors and Norwegian. North makes us resilient, attentive to tiny but significant things, and to "stay together because thus it is warmer".

Local people guide us through their places and together we co-create maps. Maps can embrace social, cultural, culinary, architectural, historical, business, and all other senses of a place. And this is a collaborative process. That's why we love maps. Take a trip with one of our maps.
Natalia Rybalchenko
Founder, Brand-strategist
telegram: @natalia_rybalchenko

Igor Makovsky
Founder, Art Direction, Designer
telegram: @igormakovsky

Ekaterina Antoshkina
Designer, illustrator
instagram: @ukusi_za_hvost

Tatiana Makarova
Researcher, Anthropologist

Our Partners
Contrast Foundry — font foundry
Olga Baturina — marketologist
Oleg Matsuev — font designer
Ivan Vetrov — designer
Russia Discovery Team
Contact Us
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