Residential complex Branding - Paveletskaya City
Where life thrives at night, where broad avenues and majestic buildings stand, where museums, concert halls, and cinemas come alive, and where captivating stories happen every moment — just like in the movies — a new residential complex by MR Group and Level Group emerges: Paveletskaya City.
We developed a positioning concept, slogan, visual identity, and brand book for this landmark project in the heart of Moscow. MR Group’s unique approach lies in focusing on a lifestyle that’s fully supported by its product offering. Paveletskaya City is for those who seek to rise above the ordinary — offering panoramic views that rival the best cinematography for beauty and emotional impact. Life here unfolds amid moments inspired by timeless stories, a space where heritage, beauty, and inspiration come together.
The slogan, “Life Like in the Movies!”, captures the core reason to believe in the project — a chance to live in the heart of the city, with a view of the metropolis.
The visual concept draws on the style of classic American cinema, a backdrop for moments inspired by blockbuster films and iconic stories that capture the heart from the very first scene. The new complex’s logo is designed in the form of a film reel, symbolizing its connection to the world of cinema.”
