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The Real Quarter: Branding a Residential Neighbourhood That United Four Seasons — and Four Types of People
We developed the naming, positioning, brand identity, and communications for the project launch, designed to set a new standard for comfort in Rostov-on-Don
- Reading time: 6 minutes
Client
ADG Group set out to build the first European-style residential complex in Rostov-on-Don, surrounded by three parks. The project aimed to create a home for people who value mindfulness, comfort, and a balanced lifestyle — a space that feels right from day one.
Challenge
Our task was to create not just another real estate brand, but a philosophy for a place that didn’t yet exist.
We needed to:
We needed to:
- Develop a name and concept that would stand apart from typical residential projects.
- Embed the values of mindfulness and well-being into the identity — not as slogans, but as feelings.
- Design a flexible and contemporary visual system that could support the launch campaign and future communications with residents.
Solution
We suggested moving away from the impersonal "residential complex" and embracing the idea of a "residential quarter" — a word that captures both the scale of the project and the sense of community behind it.
The name "Nastoyashchiy" (The Real One) emerged naturally, reflecting the essence of the concept:
real quality, real comfort, real emotions, real life without compromise.
The creative breakthrough came with a metaphor that tied everything together:
the quarter as the four seasons — four parts, four moods, four personalities.
Each season’s dominant colour corresponded with the four classical temperaments, creating a deep, human-centred story: this is a quarter for everyone, for every character and rhythm of life.
The name "Nastoyashchiy" (The Real One) emerged naturally, reflecting the essence of the concept:
real quality, real comfort, real emotions, real life without compromise.
The creative breakthrough came with a metaphor that tied everything together:
the quarter as the four seasons — four parts, four moods, four personalities.
Each season’s dominant colour corresponded with the four classical temperaments, creating a deep, human-centred story: this is a quarter for everyone, for every character and rhythm of life.
Execution
- Immersion and InsightStep 1We explored not only the real estate market, but also architectural trends and the lifestyle values of the target audience. Together with the client, we held a series of workshops to uncover the most powerful brand idea.
- Logo as a StoryStep 2Inspired by the "quarter" metaphor, we created an open frame logo — a symbol that resembles both a development layout and a window into a new life.
"We wanted to avoid unnecessary complexity," says our Art Director. "A simple yet powerful form — an open corner that invites you in. It conveys both trust and curiosity." - Bringing the Style to LifeStep 3The key graphic element — the "corner" — became the foundation for the entire system:
- Icons for on-site navigation
- Patterns for printed and digital surfaces
- 3D art objects for landscaping and outdoor branding
- Launch PreparationStep 4We created a series of launch materials — from architectural renders that highlighted the project’s elegance, to emotional posters with human stories and quotes. We also developed brand voice guidelines for advertising and social media to ensure that every touchpoint felt warm, inspiring, and human-centred.
Outcome
This project demonstrates how a meaningful concept can give rise to an identity that tells a story — not just a collection of visuals.
- A ready-to-launch brand. ADG Group received a full set of launch materials — from brand identity and guidelines to marketing and communication assets.
- A visible philosophy. Every element — from logo to palette — embodied the brand’s values and told the story of "The Real Quarter."
- A project that inspired. Although construction was later paused for external reasons, the branding work remains a shining example of how to create human-focused environments that truly think about people.
Project Team
- ADG GroupClient
- Ekaterina Sichkarfounder of «SICHKAR GROUP»
- Valeria KuzmaCEO of «SICHKAR GROUP»
- Yana BelousovaCreative & Strategy Director
- Vero YuvakaevaDesigner
- Anna SheinaDesigner
- Vadim GarkushaDesigner
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