«Staritsky Posad» is a project for the comprehensive tourism development of Staritsa, focusing on the revitalization of the historical environment, the development of hotel and public infrastructure, tourist routes, and territorial marketing.
At the core of the project is the idea of careful renewal: creating something new while preserving the old. The Design Lab was tasked with forming a visual system that would reflect this philosophy while simultaneously contributing to the development of the modern urban image.
The central visual motif was the semi-circular window—a characteristic detail of Staritsa’s historical architecture. The visual rhyme to this was the Neo-Gothic Gothic 60, whose details echo the arch’s form.
Based on the identity of «Staritsky Posad,» branding was developed for its key landmarks. The first of these was the «Staritskaya Sloboda» hotel, located near the ancient St. Uspensky Monastery. The same approach was used to create the logo—a characteristic facade of a timber-frame house was transformed into a concise graphic symbol that directly links the identity to the architecture of the site.
The next project was the revitalization of the «Volga» Hotel, located on the central square of Staritsa. The brand’s visual system is inspired by the historical sign on the building’s facade and the language of Soviet graphic design, connecting the recognizable aesthetics of the past with the contemporary culture and life of Staritsa.
