The goal was to put the city of Nizhny Novgorod confidently on the map, attracting young people who want to get high-quality education and immediately apply the knowledge into practice. To attract tourists, investors and last but not least, to inspire the local population.
Nizhny Novgorod means: Thinking the Unthinkable. Field and desk research revealed a desire to go beyond, to discover new directions in science and industry throughout the moved history of the region. Today this is manifested in the advanced scientific and technical schools of the region and in its knowledge-intensive industry. This spirit has been interpreted in a very unique regional brand which allows maximum flexibility to work with a vast amount of media and messaging.