- ARTNAVI — a brand for a hybrid art environment and a digital cultural navigation platform for Moscow and the Moscow Region.
- Brand Architecture: Levels and Logic.
- ARTNAVI’s Digital Product Architecture.
- Inclusive Creative Environment: — 4.1 The Humanities Module: «Inner Horizon.» — 4.2 People Who Have Experienced the Consequences of Military Actions.
- Physical Architecture: The ArtPoints Network.
- Formats and Programs under the ARTNAVI Brand.
- Naming Logic and International Dimension.
- Mission and Vision of the ARTNAVI Brand.
- ARTNAVI Brand Values — Accessibility of Art.
- Target Audiences and Their Key Insights.
- Positioning and Unique Value Proposition (UVP) of the Brand.
- Brand Archetype and Character.
- Tone and Communications.
- ArtNavi’s GR Strategy
1. ArtNavi—a brand for a hybrid art environment and a digital cultural navigation platform for Moscow and the Moscow Region.
The practical problems ArtNav solves in the Moscow market:
- Lowering the barrier to creativity. ArtNav eliminates a key obstacle—the lack of accessible infrastructure (easels, materials, space)—allowing people to start drawing without prior preparation or expense.
- Solving the problem of fragmented cultural offerings. The service consolidates scattered master classes, studios, art locations, and events into a unified digital navigation system with clear search and selection logic.
- Reducing the user’s «search cost.» Users no longer waste time looking for «where to go draw"—ArtNav offers ready-made routes, locations, and leisure scenarios within a single interface.
- Transforming passive interest in art into active participation. The project changes the consumption model of culture: from «going to look» to «coming to create.»
- Activating urban spaces. ArtNav imbues parks, embankments, and cultural zones with a new function—points of creative activity—increasing their attendance and value to the city.
- Creating an accessible leisure format for a broad audience. The project offers an alternative to expensive or niche cultural activities, making creativity mainstream and accessible to different ages and skill levels.
- Increasing user engagement with the city’s cultural environment. Through curated routes, gamification, and events, ArtNav fosters regular interaction between the user and the cultural infrastructure.
- Forming a new segment—"spontaneous creativity.» ArtNav develops a format where a person can start drawing right now, without planning or booking—as part of everyday urban life.
- Integrating offline and digital experiences. The project connects physical art points with a digital platform, creating a seamless user journey: find → visit → participate → continue in the app.
- Creating new monetization channels for cultural operators. The platform gives artists, studios, and organizers access to an audience, along with promotional and sales tools (routes, events, master classes).
- Social and inclusive function. ArtNav provides access to creative pursuits for diverse social groups, including people without artistic experience, seniors, and individuals in vulnerable situations.
- Enhancing the city’s tourist appeal. New cultural routes and leisure scenarios are being developed specifically for tourists.
Under the ARTNAVI brand, a digital platform, a network of physical ArtPoints (creative spaces and stationary easels), and a set of programs unite to transform the city into an «art route» for residents and tourists.
The core idea of the brand is to view the city as a living exhibition and a creative environment, where daily movements through the neighborhood are supplemented by routes through art spaces, workshops, local brands, and meaningful places.
ARTNAVI provides navigation through this environment, connecting people, places, and stories in a user-friendly format: clear routes, transparent services, and accessible participation options.
2. Brand Architecture: Levels and Logic.
The ARTNAVI brand architecture is built on the Branded House model («Branded House» refers to a portfolio of products under a single brand): there is one strong umbrella brand under which digital products, physical infrastructure, and programmatic formats operate.
Level 1. Umbrella Brand.
At the top level is the ARTNAVI / ArtNavi brand as the unified identity for the entire art ecosystem.
Under this brand, the following are communicated: — the digital platform and mobile application; — the network of Art Points within the urban environment; — special programs and events (plein air sessions, festivals, art weekends, family tours, etc.); — partnerships with city administrations, developers, and creative communities.
ARTNAVI establishes the overall mission: the development of a hybrid art ecosystem where digital tools amplify art’s offline presence in the city.
Level 2. Product Sub-Brands (Digital + Offline)
At the second level, the brand divides into two key components:
— The ARTNAVI digital sphere—a collection of user and professional interface dashboards through which ecosystem participants create, manage, and consume cultural itineraries.
— The ARTNAVI physical sphere—a network of ArtPoints through which the brand materializes in the city’s space: stationary easels, creative venues, workshops, galleries, and partner establishments.
Level 3. Formats and Programs
The third level constitutes the programmatic component of the brand: the specific products, events, and formats for utilizing the ArtPoints network and platform:
— guided tours and curated programs (individual and family); — regular plein-air sessions and workshops; — neighborhood art weekends and festivals; — educational and inclusive programs.
All formats are branded by ARTNAVI and are supported by the physical network of ArtPoints and the digital platform.
3. ARTNAVI Digital Product Architecture.
The digital blueprint of the ARTNAVI brand includes four key product-interface workspaces (user workstations within the ARTNAVI system), which form a cohesive platform.
- ARTNAVI City App («Art Navigation»)
A user service for residents and tourists. Through the mobile application or web interface, users can access:
— a feed of cultural routes and interest-based collections; — a map of ArtSpots with filters by format (easels, workshops, galleries, partner cafes, events); — offline maps and route planning to selected ArtSpots; — the ability to book master classes, tours, and events; — a personal account featuring favorite routes, visit history, and a loyalty program (points, cashback, special offers).
For the end-user, the product is communicated as the «Art Navigation» service, while in all materials it is linked to the umbrella brand:
ARTNAVI City App / «Art Navigation» service.
- ARTNAVI Creator Studio
A dashboard for route creators and content producers: artists, guides, curators, local brands, NGOs, and independent creative teams.
Through the Creator Studio, they can:
— create ArtPoints and routes (adding descriptions, media, schedules, pricing, and participation terms); — integrate audio guides and supplementary materials; — manage the visibility and accessibility of routes (open, by appointment, paid, special projects); — analyze basic statistics: views, bookings, and attendance.
ARTNAVI Creator Studio enables creators to form sustainable monetization models and systematically engage with their audience.
- ARTNAVI Partner Hub
A dedicated portal for partners—cafes, workshops, galleries, creative clusters, shopping centers, and developers.
Through the Partner Hub, partners can:
— manage their ArtPoints: descriptions, schedules, services, and events; — configure special offers for routes (discounts, «combo» packages with master classes, plein air kits, etc.); — receive traffic reports generated through ARTNAVI (number of clicks, bookings, sales); — participate in joint programs and promotions at the district or city level.
The Partner Hub establishes a clear entry point into the creative ecosystem for businesses and ensures that participation in cultural routes is transparent regarding measurable results.
- ARTNAVI City Console
An analytical and management dashboard for city administrations, development institutes, and area developers.
Through City Console, the client can view:
— a map of Art Points and routes by district; — platform usage statistics (foot traffic, engagement, trends over time and territory); — user and format structure (family routes, student groups, tourist flows, etc.); — the effectiveness of specific programs (special projects, festivals, pilot districts).
City Console enables the use of ARTNAVI as a tool for the «fine-grained» development of creative infrastructure, supporting local communities, and measuring intangible impact (cultural consumption, resident engagement, neighborhood appeal).
4. Inclusive Creative Environment.
The ARTNAVI Program aims to provide people with disabilities a safe and inclusive space for creativity—a space where everyone feels comfortable regardless of their unique characteristics. Within the ARTNAVI platform, several functional modules stand out, among which is the humanities module, «Inner Horizon,» which is oriented toward individuals who have experienced military conflict.
4.1 Humanities Module: «Internal Horizon»
Socialization and Psychological Comfort.
Participation in art practices helps people with disabilities gain self-confidence, develop social skills, and build interaction abilities.
Art therapy offers individuals limitless opportunities for self-actualization and self-expression, easing their connection with the surrounding world and enhancing communication.
Within a creative group, participants feel mutual support, which reduces feelings of isolation and strengthens a sense of community belonging.
The creative process provides emotional release: according to participant feedback, drawing and other art practices help achieve inner harmony, foster self-understanding, and overcome internal conflicts.
As part of the program, free, permanent ARTNAVI easels are provided on museum grounds to ensure a truly accessible and inspiring environment for people with disabilities interested in creative pursuits.
4.2 Individuals Experiencing the Aftermath of Military Action.