Brand platform, logo, and identity of “Kresty”

The legendary pre-trial detention center “Kresty” was erected on the Arsenalnaya Embankment of St. Petersburg at the end of the 19th century, and hundreds of thousands of prisoners passed through it. Since 2017, the historic building with its grim reputation has no longer been used for its original purpose. It was decided to completely rethink “Kresty” and give it a new life: carefully restored Neo-Romanesque buildings will house hotels, restaurants, museums, and offices; festivals and creative events will be held here. The studio developed the brand platform, logo, and identity for the huge art cluster.

“Kresty” is a landmark public space for St. Petersburg that has completely changed its image and is filled with contemporary cultural meaning.

There is a form that attracts.

There is a content that engages.

The main motif of the project is freedom, its transformation and its perception by a person. The brand legend contains the story of this transformation.

The essence of the brand is defined as inner freedom—of the renewed “Kresty” space itself and of everyone who enters its territory.

The created environment engages, awakens curiosity, forms fresh impressions, and culturally enriches residents and guests of the city.

The theme of freedom is also revealed in the identity.

Crosses superimposed on each other form a sign reminiscent of the under-dome structures of the two main buildings of the complex. The resulting shining star is a symbol of the light that has come to “Kresty” to replace the darkness of many years.

The typographic part of the logo speaks about the duality of the perception of the space and serves as an equal element of the brand’s graphic content.