Task: our agency had an ambitious goal in developing a brand for a residential area from scratch, including a strategic platform, naming, corporate identity, creative campaign, image and planning booklet, advertising fence (hording) and communication strategy. In terms of product, the project is aimed at creating a “city within a city”, the atmosphere of a metropolis away from the city center with a corresponding natural, retreat component - green boulevard across the area, large-scale parks, a river floodplain and embankment, historical estates nearby. The scale of the development is 60 hectares (more than 8 construction phases + shopping, entertainment and business development) involves working with various segments of the target audience, within the business class. Solution: the development of the brand idea directly reflected product constants: the dynamics of a metropolis (city), naturalness and balance (zen) - for the active and prosperous future of modern citizens (citizen). On these foundations, a unique human-centric naming was developed, embodying the unique messages of the project — Cityzen. The design identity and creative campaign continued the idea of the metropolis, the future, architectural and human-centricity: a unique logo was developed based on a geometric and solid grotesque font with a reinforced letter “Y”, a shortened version of the logo for additional product lines within the project (CTZN), as well as monogram of the project (Y). In terms of stylistic elements and graphics, with the help of midjourney, unique backgrounds/effects were developed, as well as a series of project heroes (25+ heroes) reflecting completely different age categories of modern citizens. In accordance with the communication strategy, they were all united by one thing - an optimistic perception of the future and the desire to enter it. Become citizens of the future that is unfolding in the North-East of the capital. Therefore, the characters on creative layouts and other media look in the same futuristic, positive and trendy Y2K style, based on bright glows, glare and play of light. Outlook: Cityzen has just launched. On the agenda is the launch of a summer advertising campaign with new characters in sunny colors and image slogans, but in the same chosen style. Regardless of the season, target audience segment and project phase, Cityzen is a multi-quarter, multi-district, multi-city of optimists. Those who look forward with confidence and enthusiasm.