Pudoz | Rebranding

I began my work by searching for a new metaphor for the city of Pudoz using ChatGPT. I asked the AI to first deeply research the city and its cultural context, and then, based on that research, develop a strong concept for a new visual identity.

A new identity metaphor suggested by ChatGPT is «Pause.» The idea is perceived as a rare space where time seems to slow down for a person: between water, forest, and city, a feeling of silence and distance from the usual rhythm emerges. The pause is not the absence of events, but a value—an opportunity to notice the landscape, time, and one’s own presence within it. In branding, this idea can be expressed through large intervals, voids, gaps, a decelerated rhythm, and forms that seem to create more air around themselves.

I asked ChatGPT to develop a logo for Pudoz based on a new identity metaphor. The logo is constructed from a combination of strict geometric letters and a smooth line that passes through the word, unifying it into a single form. The contrast between the rigid structure and the soft movement reflects Pudoz itself: the urban environment and the natural landscape, resilience and flow, stillness and motion. The line becomes the central element of the identity—it can extend beyond the logo, transforming into routes, framing elements, graphics on carriers, and connecting the entire system.

Since the logo ended up being monochrome, I asked ChatGPT to develop a pattern from which I can extract the brand’s color palette.

The color palette is based on the palette generated via the Color Adobe service.

I developed merchandise alongside ChatGPT as an extension of the Pudozha visual system. It was important to me that it wouldn’t look like ordinary promotional gear with a logo, so I based it on the brand’s signature color palette, smooth graphic pattern, and calm, natural aesthetic.

First, I asked for a wide shot featuring several merchandise items to test how the brand identity functions not on a single item, but as a cohesive collection. The frame included a backpack, a thermos, a mug, a blanket, a cap, a notebook, and small accessories. All items were rendered in cream, olive, and dark green tones, with the signature pattern used as the primary graphic element.

Prompt: Premium product photography session for the «PUDOJ» brand merchandise. A horizontal A4-sized shot, a realistic composition that does not feel AI-generated. The frame features several signature items: a cream backpack, a dark green thermos, an enamel mug, a blanket, a cap, a notebook, a small bag, and travel accessories. Use the brand’s signature palette: deep green, olive, cream, beige, and muted blue. The items must feature the «PUDOJ» logo and a smooth, abstract pattern. Materials should look natural: dense cotton, wool, matte metal, paper, wood. The shoot is set indoors at a lodge with a large window overlooking water and pines. Soft natural light, warm shadows, editorial product photography, premium outdoor lifestyle brand, realistic materials, balanced composition, no visual clutter, no plastic AI look.

After this, I separately created a shopping bag mockup because I wanted to showcase the merchandise not just as an object, but as part of a person’s real experience at Pudozh. The shopper became a more understated carrier of the identity: light-colored fabric, a dark green pattern, and a small logo.Prompt: Realistic lifestyle photograph of a person carrying the signature shopper bag of the «Pudozh» brand. Horizontal frame. The person is standing or walking along a rocky lake shore amidst pines, captured naturally, without a staged advertising pose. On the shoulder is a large shopper bag made of thick cream cotton with dark green handles. A large, abstract brand pattern is prominently featured on the fabric, and the «Pudozh» logo is placed neatly and secondarily. The clothing is neutral, in natural shades. The background features the lake, pines, stones, and soft evening light. Premium travel lifestyle photography, natural candid pose, realistic textile folds, subtle branding, cinematic yet believable, no excessive retouching.

As the third bearer, I designed the T-shirt. Here, I decided to use the pattern more boldly so that it functions as a complete print, while the logo remains a subtle accent. This makes the T-shirt look more like an item from a modern lifestyle brand rather than a tourist souvenir.

Prompt: A realistic editorial lifestyle photograph of a person wearing the signature T-shirt of the «PUDOZH» brand. Horizontal shot, with the Karelian natural landscape in the background: lake, pines, stones, soft evening light. The person is wearing an oversized, cream-colored, loose T-shirt. On the T-shirt, there is a large, dark green signature abstract pattern that runs across the front of the garment, and a small, precise «PUDOZH» logo on the upper chest. The clothing should look natural: realistic fabric folds, cotton texture, normal fit on the body. Style — premium outdoor fashion campaign, Scandinavian minimalism, natural light, documentary fashion photography, no artificial gloss, no AI-looking details.

I designed the tourist base space with ChatGPT as an extension of Pudozh’s city identity. First, we defined the overall character of the space: contemporary Nordic architecture, featuring extensive use of wood, stone, and glass, a serene natural palette, and a visual connection to the lake and forest.

First, I asked it to generate the exterior of a lakeside resort. It was important to me that the building looked modern and premium, yet harmonized with the natural environment. Therefore, the design incorporated large glass facades, simple horizontal volumes, wood, light stone, and a panoramic view of the water. After the first version, I separately requested that the logo on the facade be corrected to use the exact mark approved in the brand identity.

Prompt: A modern, premium resort in the town of Pudozh, Karelia, located directly on the water amidst pine trees and rocks. Architecture in the style of modern Nordic minimalism: a long horizontal volume, panoramic glazing, light natural stone, wood, serene geometry, an open terrace, and a pier on the water. The building must blend maximally into the natural landscape, rather than looking like an urban hotel. Soft sunset light, water reflections, pine trees, a rocky Karelian shore, and a tranquil atmosphere. Feature the exact «PUDOZH» brand logo on the facade without altering its form. Photorealistic architectural visualization, premium hospitality branding, cinematic photography, high-end resort architecture, natural materials, no visual clutter.

After the exterior design, we developed the reception area. Here, I aimed to maintain the same logic: the space needed to feel calm, modern, and tactile. We incorporated a stone counter, wood, warm stucco, panoramic windows, green accents, and a view of the water. The logo became the main element on the wall behind the reception desk, and the brand’s signature flowing line was integrated as part of the interior graphic design.

Prompt: Interior of the reception area of the modern «PUDOZ» tourist base in Karelia. The space must continue the brand’s signature style: natural materials, wood, stone, light textured plaster, a deep dark green color, and cream and beige tones. A large, massive reception desk made of natural dark stone, backed by a light wall featuring the precise «PUDOZ» corporate logo. Through the panoramic windows, a lake and a pine forest are visible. Include minimalist pendant lighting, a fireplace, chairs, and a small lounge area. The brand’s signature flowing line can run along the wall as a subtle graphic element. The interior should feel premium, but not luxuriously ornate in the classical sense—rather, a modern slow travel retreat. Golden hour light, cinematic interior photography, Scandinavian hospitality, warm natural materials, photorealistic, no decorative folklore.