1.0 2.0

The making of the Moscow construction site appearance concept 2.0

Overview• Process

Three years ago a concept for Moscow construction site design was developed at the studio: it made use of brief concise phrases to keep Moscow residents informed about construction progress. Now it’s time to make the concept even more informative by adding photographs of construction process and the end result.

In the previous version individual banners of a single size were used to cover the entire fence.

This time the technology is different: banners are attached to a metal frame whose design is provided by the client.

The maximum dimensions of the frame are 6×1.5 meters (20′ x 5′), it spans three fence sections. We need to prepare banners for this size.

Right from the start we decide to add a pattern. Sketching ten drawings and seven color variants.

The art director chooses pattern number nine and the red color.

Showing what the pattern is going to look like on a fence in presentation.

Overall, the client likes the result but asks to choose some additional colors, as there are doubts about the red color which might be perceived as aggressive.

The art director suggests an analogy: the red color is not simply a background, it’s a curtain, just like in Bolshoi Theatre. While the curtain is closed, everyone is waiting, but as soon as it rises, everyone will enjoy the result.

Keeping red as the primary color, suggesting seven hues to choose from. Adding almost two dozen other colors, too.

Before we start, going to the construction site to have a look at the grounds. Realizing that due to terrain features the fence is sometimes made of a single section (at bend points or in areas where the relief changes).

The banner attachment construction is most likely going to be adjusted for these dimensions. Which is why we need to prepare mock-ups that can be easily printed for one, two or three sections.

Starting to work on the concept. At the base is a module equal in size to one fence section. Looking at how modularity works on one, two and three sections.

The client asks to inscribe the photograph in the background in such a way that would make it clear by looking at one section that the photo is part of the entire fence.

The art director chooses variants 3 and 4. Assembling a presentation to show these designs along with new color combinations and to give recommendations on using photographs.

Choosing pattern step, preparing ornaments going in both directions for each size.

To create continuous fencing, pattern modules will be combined according to a specific principle: wide stripes with wide stripes, narrow stripes with narrow stripes. Alternating text and photo modules, adding information from the Government of Moscow and Mosinzhproekt.

Standard pipes 6, 4 and 2 meters (20′, 13′ and 6.5′) in length are not enough to create a dense and uniform row of modules. Suggesting changing frame dimensions to match dimensions of fence sections.

The art director asks to search for a solution that would not make the design more expensive.

Discarding the triple module but keeping the large photograph. Choosing a rhythm for text and photo modules: brief text—large photo—long text—brief text with small photo&long text.

The art director approves. Changing white background to blue on some of the text to demote it to background.

Advertising media should also feature photographs, but only those of the completed objects, not construction stages.

Now we need to design the construction site at Park Pobedy station of the eighth line of Moscow Metro. Learning with surprise that banners will be attached directly to fencing sections with no metal frames.

The client sends measurements of the construction site. Urgently recreating all mock-ups and assembling the entire fence depending on the curvature of the sections: creating long combinations for straight long sections and short combinations for bend points and areas with complex terrain. Designing special modules with just the pattern for doors and gates.

Finalizing the text styles and colors, writing extremely detailed guidelines and preparing mock-ups for handover to the client.