A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
F-01-13. Troyan City Branding
| Agency | LINII |
| Creative head | Mikhail Gubergrits |
| Author of idea | Mikhail Gubergrits, Dimitar Gavanski, Oleg Babich |
| Product | City Branding |
| Description | Troyan is a town in Bulgaria with population of 25,000 inhabitants. It is located about 160 km to the east from the country capital Sofia. The town has well known for its handicraft masterpieces and cultural traditions. Wood carving and pottery are developing there since the 19th century. The town is famous for its schools of ceramic works, folk arts and applied crafts. Troyan is also known for the annual festival of the Plum and a cinema festival. Also it is home for motorcycle racing and mountain ski contests. Major attraction of the area is the Troyan Monastery, built in 17th century. Rakia (plum brandy) produced here is considered one of the best in the whole Bulgaria. Nevertheless, despite all the attractiveness of the town and its overall reputation, it rarely becomes a tourist attraction. Most often visitors pass it by, spending there not more than a day. To improve this, we developed a concept, named "3 days in Troyan", helping representative of various target audiences to find enough points of interest for a stay of several days. The logo, visually unifying the mountains and a heart, is supported with «The Balkan Heart» slogan. The style was based on patterns, each of which symbolizes traditional images of the city: flowers, tiled roofs, clay pots, carpets etc. We have developed several series of patterns with different themes (sports, culture, nature, sights, carpets and fabrics). Also we developed a special brand "Produced in Troyan", used to make local and unique items, produced in Troyan, more visible and different. |
| Team members | Creative Director: Mikhail Gubergrits; Art-Director: Dimitar Gavanski; Designers: Oleg Babich, Dimitar Gavanski, Mikhail Gubergrits; Typography: Ivan Petrov |
