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Serebrjanaya Podkova, naming, corporate identity, advertising campaign in 2008


On a plot area of ​​56 hectares it is planned to implement a project of business-class village with land plots for individual construction with a full range of central utilities communications. The village is located in 15 km to the south from Moscow in a picturesque location near the forest in the bend of the river Pakhra. Objective: to develop the name and corporate identity to convey special features of this offer — land plots with unique natural and ecological landscape. To develop an advertising campaign, broadcasting the main advantages of the village: life in countryside at minimum distance from Moscow (15 km). The local landscape gave a hint about the name of the village – a bend of the river at the area of the village is shaped like a horseshoe. For the campaign, the concept “This is close to me” transmitting the benefits of country living only 15 km from Moscow.

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