Nikel

Nikel'

Way to Russia. Way to Scandinavia.

Nikel' is a monotown in the North of Russia with all typical characteristics of an industry-dependent locality. It is perceived by many as an edge of the country, but not by locals, who say that their town is actually an entrance to Russia. Nickel' as a part of the Pechengsky district borders Finland and Norway and has friendly relationships with the countries.

The challenge

After melting shop closure in December 2020, citizens in collaboration with the Centre for social projects "Second school" elaborated a new strategy for socio-economic development of Nikel'. Tourism and the service economy are the main drivers of the new strategy.

Thanks to the cross-governmental agreement about visa-free entrance for citizens of the frontier zone, collaboration with Norway is more developed today. Territories have collaborative long-term projects in culture, economy, education, and environmental conservation.

Tourist flow was already developed before the pandemic. Though, for Norwegian visitors, it was most of the time a one-day trip for affordable shopping and services. The new strategy intends to stimulate the growth of local businesses and social projects that would enhance citizens' life and tourists' experience.

The need for a brand that would tell the new story of the place was obvious. The challenge is to attract investors, entrepreneurs, and visitors both from Russia and Norway.

The strategy

"He is now quite communicative and has many social contacts. He needs new connections and self-realization in new projects. Refocus. Redesignate." — a local describing Nikel as a character during an in-depth interview.

We are from Nikel'

Most of the citizens feel belonging to Nikel', perceiving the place as international, which makes them feel proud of it.

Industrial and natural

While the industrial landscape is predominant in the settlement, wild natural sites are easy to reach. Citizens perceive this proximity to natural surroundings as an advantage of living in Nikel'.

Edge of Russia?

Actually, Nikel's people perceive their place as the beginning of Russia, not the edge of the country. The proximity to Norway integrates citizens in the international context.

Frontier collaboration

In-depth interviews with citizens from Russia and Norway showed that both people appreciate their friendship. Nikel's citizens are proud of their location next to Norway, while Norwegian ones say that Russians make Kirkenes more vivid and vibrant.

The Implementation

Friendly and hospitable, such brand personality reflects the cross-border cooperation of people. The word way is the core of the brand and appears throughout brand communications. For instance, an art residence starting in August 2021 gathers artists from Norway and Russia to explore the place and to reflect on the meaning of the Way to Russia / Way to Scandinavia.

Cross-border cooperation

Friendly and hospitable, such brand personality reflects the cross-border cooperation of people. The word way is the core of the brand and appears throughout brand communications. For instance, an art residence starting in August 2021 gathers artists from Norway and Russia to explore the place and to reflect on the meaning of the Way to Russia / Way to Scandinavia.

New story

The design also reflects the positive change at the place. The multiplied i in Nikel symbolizes growth and development. Phonetically hospitable word Niiiiiikel tells the new story: "Nikel is not a monotown, we have more: opportunities, services, visitors, investment, businesses". Different colors highlight various ways of the town's development.

Northern character

At the same time, the settlement has a northern character, reflected in the rough sans-serif Nekst font. A special program, created for the brand, converts any text into perspective, thus following the brand idea of way.

Industrial waste or a story character?

Stereotypes and the industrial history of the place are the challenges to overcome with the new brand. Hills surrounding Nikel are covered with kerns or core samples, a cylindrical section of a naturally occurring substance. Kern is an element of the town's identity, geological and historical. We converted the industrial waste into local characters. They make jokes, tell stories in different languages, and will become the main guides in the upcoming Museum of Stereotypes.

Project team

Brand strategist — Natalia Rybalchenko
Art director and designer — Igor Makovsky