A visual design at the nexus of tradition and progress The originality of the new visual solution lies in the combination of traditions and historical expertise with the state-of-the-art market trends. We have preserved the uniqueness and identity of JSC MC Kuzbassrazrezugol, while transforming it into an innovative brand attractive for investment and cooperation. We have devised a system of brand elements, culminating in the revitalization of the company's image, portraying it as a forward-looking yet seasoned and trustworthy entity. Based on the new identity, we developed the concept of a modern website and merchandise, and updated the style of social media. This enabled JSC MC Kuzbassrazrezugol to be relevant both for the regional and the international market. Furthermore, this enhanced the company's reputation as an employer. A crucial demographic within the audience, the young employees, feel they're contributing to a company actively forging ahead in its development, rather than one solely anchored in its past achievements. In our artistic and technical solution, we designated the semantic focal points of MC Kuzbassrazrezugol's brand DNA, aligning with the insights of our target audience.