Sunny Maslenitsa

While developing the visual concept, my goal was to reinterpret the traditional Slavic aesthetic of Maslenitsa in a way that felt more relevant and engaging for the target audience — young families living in New Moscow.

I intentionally moved away from common clichés often seen in event branding, such as Old Cyrillic-inspired typefaces or Khokhloma-style ornamentation. These visual tropes, while recognizable, tend to feel dated and predictable.

Instead, I drew from more subtle but culturally resonant symbols rooted in Slavic folklore and Maslenitsa traditions: sun-like anthropomorphic mascots (mascots were created by an illustrator and a web designer Maria Komogorova), festive garments, and the celebratory spirit that marks the arrival of spring. This direction allowed the identity to feel familiar, but with a fresh and playful twist.

The visual system also included hand-drawn patterns with star motifs — referencing embroidery and carved wooden window frames. These elements were intentionally simple so they could be used in family workshops and applied to masks and costumes during the event.

For typography, I avoided faux-historic type and chose ST Brigantina by Alexander Shimanov — a typeface inspired by the spirit of childhood exploration and the literary universe of Alexander Krapivin. It added a touch of sincerity and warmth to the overall visual language.