Бренд Индиги

НЕНЕЦКИЙ АВТОНОМНЫЙ ОКРУГ

Бренд Индиги

Делали бренд села, а получился фестиваль корюшки

Индига это село на берегу Баренцева моря, к северо-западу от Нарьян-Мара.
Indiga is the coastal village in Nenetsky Autonomous Okrug. It stands on the mouth of Indiga river right where it meets Barents Sea, that in order, flows into great and endless cold Arctic Ocean. According to the plans, the governor of region had a plan to build a large northern federal port in Indiga because of its feature of not to get frozen in winter. Predictably, the main local activity is fishing.

We had been asked to make a social involvement and branding for the village.

Клиерт: Центр развития бизнеса НАО

Работа: Социальная работа, брендинг, дизайн

2019

Оля Суховарова позирует в северной части Тиманского кряжа, рядом с Индигой

Indiga word could be roughly translated as a foggy river. The settlement was set in 19th century by the dwellers from the Mezen, town in Arkhangelsk region famous for its ornamental traditions. That's what we got from the internet research. Yet we didn't stop there and asked My_Arctic team to get us there. They kindly agreed in exchange of small favour of developing their personal brand too.

Road was tough, but it was the brightest memory of the whole year, indeed. We went there on snowmobiles and the road took us 2 days. We have broken the front windshield, almost lost a sledge in night, yet our reliable new friends from My_Arctic team helped a lot. We took our 9yo son with us. He caught a high fever during the trip and got to Indiga with 40° temperature.

Igor Makovsky

ART-DIRECTOR, DESIGNER

Results

Deep diving in communication

River is both a source for food, landmark and the essential road during the winter period
Dwellers from Mezen used the frozen Indiga river to get here
Non-freezing harbor is essential for the future of the village
Indiga river has its temper: the foggy river
River could change during the year span: white and flat in winter, ice drifting in spring, stormy and turbulent in summer, foggy and misty in autumn
Local residents are into fishing, thus spending a lot of time on the river

River Indiga and everything connected with it is the core of the tourist concept both graphically and mentally

Indiga logo

All year round

Northern territory means its lifestyle and amout activities will differ a lot during the year span. So we devided them into two segments: one for summer, another one for winter. Whenever we'll need it, it'll just be here.

Where to stay

First things first. It's the place to stay for the tourists. Most important was to develop a brand for the guest house. So it had to deliver idea of the territory we found out. We chose the most obvious one "River in the fog" and made a small brandbook for the owners.

What to do

The greatest attractor for the distant Indiga was the festival of the fishermen. Started as the local initiative it grew rapidly, due to request of the community. We've expanded the brandbook and made identity for it.

Festival logo inherits Indiga guidelines

Иллюстрации местного художника Коли Вылко

Корюшки и зрелищ!

Fishing activity appeared to be so resonating to the public, that the festival soon became the defining point of developing for the village. Request for broad festivals where people had to overcome distance to get to was vert clear and the event became annual and anticipated.

Местечковый фест стал региональным

После 2023 года фестиваль начал считаться вполне себе региональным. Администрация НАО стала внимательнее относится к проведению фестиваля, туда несколько лет подряд грозились приехать первые лица региона. Значит, будем надеяться, про фестиваль будут узнавать больше людей, а это должно хорошо отразиться на развитии весьма лаконичного туризма в НАО.

Ловим новости

Фестиваль корюшки в вконтакте
Неплохой репортаж о фестивале в плохом качестве на ютубе
Даже ТАСС написал про фестиваль корюшки
А это Поморье подготовило о фестивале статью
Это ссылка на статью Нарьяна-Вындер про фестиваль

Не переставать строить грандиозных планов. Фестиваль встал на рельсы и помчался вперёд! Кто бы мог подумать в самом начале. Я полагаю, что фестиваль будет разрастаться дальше по России. Приятно, что про Индигу узнают больше рыболовов: это помогает также развивать туризм.