Visual Identity Grid for Place Branding

Visual Identity Grid is a format developed by the Laimikis.lt team for converting the materials and findings accumulated during the research of the identity of place (genius loci) to visual communication. 
We developed and tested it while exploring Visaginas’ visual identity in 2017.

Our methodology for developing a visual identity set for the place includes lots of fieldwork. 
– Walking tours guided by local inhabitants and cultural operators; 
– Series of photo walks, collecting elements and objects typical to the area; 
– Roundtables and interviews with local actors, identifying crucial characteristics of the place; 
– Analytical part: organising and categorising collected material, extracting main elements of place identity/spirit of the place. 
– Cooperating with the locals in developing communication solution for the place. 





Visaginas is the youngest city in Lithuania (1975), which is in search for a new identity after the Nuclear Power Plant was shut down in 2009. Seeking to identify crucial elements for the city’s identity and main alternative narratives about the city, Laimikis, in cooperation with the local cultural activist Oksana D., brought together local actors and cultural organisations for discussions, workshops and photo-walk. Together, we explored the potential and challenges of cities, focusing on characteristics that are important in cities’ communication. Visaginas residents shared their dreams for the city, which are fascinating and realistic! :) Based on identified characteristics crucial for the identity of the city (recreational and intellectual potential of the city) and collected architectural elements, a showcase of the development of visual identity for the city was introduced. In the show-case above we demonstrate how recognizable architectural elements can become a basis for the visual identity of the city. We see this tool as a part of a bigger process in cultural planning in Visaginas and in other cities in the region. Upcoming phases: workshops for the youngsters of Visaginas developing solutions for Visaginas Museum.

Visaginas yra jauniausias Lietuvos miestas, išsiskiriantis savo rekreaciniu, kūrybiniu ir intelektualiniu potencialu. Miestui ieškant naujų vystymosi krypčių, mes surinkome Visagino kultūrinių organizacijų atstovus ir aktyvius miesto veikėjus diskusijoms, interviu ir foto-kelionei. Mūsų tikslas – išsiaiškinti, kokį miesto potencialą mato aktyvūs miesto gyventojai ir kas gali tapti naujos miesto tapatybės pagringu? Diskusijų pagrindu išgryninome miesto vizualinio identiteto formavimo kryptis (dominuojančius alternatyvius naratyvus). Žemiau pateikti sprendiniai išgryninti analizuojant Visaginui būdingus urbanistinius ir architektūrinius elementus. Tai darbas procese. Ir dar, mums labai, labai patiko visaginiečių idėjos savo miestui – nuoširdžios ir realistiškos!

https://www.youtube.com/embed/1GDA8qN4lWM

• People of Visaginas about the potential of the city and their dreams dedicated to the city. Interviews with the representatives of cultural organisations in Visaginas /
• Interviu apie Visaginą, jo potencial ir jam skirtas svajones su Visagino kultūros organizacijų atstovais! :)

https://www.youtube.com/embed/nb_4NDocC5o

• Visual identity, architecture-based. Show-case /
• Vizualinis miesto identitetas architektūros elementų pagrindu.

Visual identity for Visaginas: turning architectural elements into a grid | vizualinė miesto tapatybė
• Presentation of the method and solutions for grid-based visual identity for the city of Visaginas /
• Metodo, skirto miesto vizualinio identiteto vystymui architektūrinių elementų pagrindu, pristatymas. Visaginui skirto, tinklelio principu paremto vizualinio identiteto sprendiniai.

Nuorodos (Visaginas):
• Animation / Animacija: https://www.youtube.com/watch?v=nb_4NDocC5o
• Interviews / Interviu: https://www.youtube.com/watch?v=1GDA8qN4lWM
• Photo-walk / Foto-kelionė: https://laimikis.lt/visaginas-photowalk/
• ID show-case: https://www.behance.net/gallery/60156115/VISAGINAS-grid-based-visual-identity

 

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