Following a winning pitch, we established a highly commercial identity for a multi-purpose educational, scientific research and entertainment complex.


For Water Planet, an oceanarium in central Moscow, the brand needed to promote scientific research, recreational days out and spectacular theatrical performances directed by Pavel Brun of Cirque du Soleil. The ultimate aim was to drive maximum visitor numbers daily from the widest possible audience.


71% of the earth’s surface is submerged under water and this statistic provided the clue for our visual identity system. Our logo is designed to be understood at a glance by non-English speakers and seen animated swimming through the space on digital signage and screens.


We mapped and identified the key moments in the customer journey to ensure the brand would play a strong role across everything from advertising in the city to signage in the building. The brand is entirely blue beyond the venue to evoke the underwater experience and on arrival turns white allowing the animals to provide the vibrant colour.


While Water Planet was being built we devised comprehensive guidelines to ensure the brand worked seamlessly across all key opportunities to connect with customers. Our brand idea, creative vision, design direction and guidelines provided a master plan ready for local implementation by the development team.

What we did

  • Brand Thinking
  • Creative Direction
  • Art Direction
  • Brand Guidelines
  • Brand Assets and Logotypes