KCC
About the Space
The Chinese Cultural Center (CCC) in Moscow is a state institution and a non-profit organization. It operates to serve individuals interested in Chinese culture who are willing to attend events (workshops, concerts, exhibitions).
The Cultural Center’s work is aimed at introducing the Russian public to Chinese culture, its spiritual heritage, and its rich scientific and cultural potential. The Center also promotes the expansion of bilateral cultural, educational, scientific and technical, economic, and other ties, strengthening mutual understanding and friendship between the Chinese and Russian peoples.
Activities
творческая
творческие встречи мастер-классы курсы творческие кулинарные курсы клубы конкурсы
культурная
выставки концерты кинопоказы соревнования фотовыставки фестивали
просветительская
экскурсии лекции презентации языковые курсы библиотека
About the Brand
Visual Style Analysis(+) Clear connection to China through graphic elements(-) Limited stylistic approaches do not resonate with a broad audience
(-) Lack of communication with the target audience through the visual language
(-) The existing style fails to reflect the richness of Chinese history and culture, as well as its technological progress and drive toward modernization
Positioning
A space that offers the opportunity to delve into Chinese culture and strengthen Russo-Chinese relations on a cultural level
Mission
To create offline and online resources for Muscovites to immerse themselves in the multifaceted nature of Chinese culture
Target Audience
Исследователь
Переводчик китайского языка, 35, погружённый в культурно-языковые процессы и посещающий мероприятия, которые напрямую связаны с его профессиональными компетенциями.
Любитель
Студентка, 20, в свободное время читающая китайские новеллы и интересующаяся азиатским кино. Старается изучать новые языки и культуры, выбирать новые маршруты для путешествия.
Энтузиаст
Пенсионер, 70, у которого есть возможность регулярно посещать культурные мероприятия, открывать что-то новое для себя: от старорусских ремёсел до китайской культуры.
The primary target audience selected was «Enthusiast» to allow the KKC the opportunity to expand to a wider demographic already engaged with the «Chinese theme» but not yet interacting with the center.
Competitors
Direct Competitors
Japanese House Cultural and Business Center(+) Active communication regarding existing modes of interaction and partners(-) Lack of a clear style or stylistic technique
(-) A «bridge» between cultures in slogans and events, but not in the identity system
The Japan Foundation Culture Center(+) There is a system with a corporate color, logo, and icons.(-) Event and supporting materials design is not uniform, but depends on regional centers.
(-) The system is outdated and lacks clear usage guidelines.
Korean Cultural Center(+) Vivid, engaging graphics, illustrations, 3D
(+) Fusion of two cultures—reflecting both modern and traditional aesthetics(-) Graphics shift between local creators, lacking unified style
(-) Over-saturation of content
(-) Disjointed layout construction
Russian-Chinese Cultural Center «Firebird»(+) Has a system with a corporate color and logo(-) The system does not develop beyond color and logo on media
(-) The system is almost nonexistent on physical media (except for the flag)
Indirect Competitors
«Bai Mao» Chinese Culture Club(+) Defining the club’s direction in design(-) Lack of a clear style or stylistic element
(-) No discernible graphic connection to China
Chinese «Panda» Club(+) Clear connection to China through graphic design
(+) Use of an emotional icon (the panda)(-) Lack of a defined style or stylistic element
(-) No communication with the audience; exists in a niche category only for insiders
Moscow Club of Chinese Ink Painting Enthusiasts Gongbi(+) Clear connection to China through logo design and color palettes
(+) Active work with graphics in mockups(-) Lack of a distinct style or stylistic techniques—their scarcity
(-) Visual consistency of the mockups
«Two Empires» Eastern Culture Club(+) Clear connection to the «East» through graphics, especially China, through printing in the logo(–) Lack of a distinct style or stylistic feature
(–) No engagement with a broad audience
Competitor Map
Conclusions
Thematic Issues
1. Like the Korean KC and Japanese KC, KKC lacks a distinctive identity capable of attracting its target audience.
2. Communication channels do not engage with a broad and new youth audience.
3. Despite its status as a cultural center, its educational outreach is less publicized than its entertainment offerings.
Task
