Background• Strong vertical power system in Russia• Low level of initiatives on the places (mayors, governors, ministers)• Generally low knowledge among state workers in any design related topics
Result• Weak, non-consistent, soviet, old, unreliable image of everything, that is connected to the government• Internal reforms are not seen by the citizens immediately, thus nobody sees a difference (disloyalty)• Russia is perceived as a low value source of raw-materials
Ways of improvement• Include professional designers and creative people in the processes of state organization’s image creation• Increase the role of design, by giving power on government level• Create an Organization, that will be responsible for government brands
A government organization, that will be responsible for image of the governmentorganizations and corporations and aimedat making the life of different social groups of people better, using design as a tool.
Tasks• Manage design communication of government corporations and organizations (corporate style for transport companies)• Manage industrial design projects that include state workers (Police uniform)• Manage the process of branding Russian territories (Togliatti)
Operations• Art-directors + marketing consultants would become the core of the processes• The SDC will create briefs, choose the right agency to do the work and than implement it in the real life• The control group, would be responsible for maintaining the use of created guidelines and so on all over the country
Structure• The Head Quarters would be located in Saint-Petersburg (as a cultural capital of Russia)
Aims• Re-create strong image of a huge country piece by piece• Add value to the companies, that are to be sold shortly• Establish better image of state services (police, ﬁre dept. etc.)