Vladimir Lifanov: "Everything that happened is serious and here to stay"

Contents:

• About the branding market in Russia
• About working within a team

We discussed with design experts the key solutions that are necessary in a crisis, as well as development prospects and hidden opportunities. In this issue, Vladimir Lifanov, art director of the Suprematika agency, shares his opinion.

An art director is a key figure in the creative industry, responsible for the visual design of projects and the creation of a unique artistic vision. The main responsibilities of an art director include developing concepts, managing a team of designers and artists, and coordinating all visual aspects of projects. The art director plays an important role in brand formation, ensuring a harmonious combination of aesthetics and functionality. An art director's professional skills include a deep understanding of color theory, composition, and contemporary design trends. A successful art director is able to inspire a team, find an individual approach to each project, and ensure a high-quality final product. In an increasingly competitive creative market, the role of an art director is becoming increasingly important for achieving success and brand recognition.

About the branding market in Russia

On February 24, we woke up to a new world, the boundaries of which are only just beginning to emerge. At this point, it is difficult to objectively assess the changes that have occurred. Throughout March, virtually all advertising activity was suspended, and complete silence reigned. Every day, we followed the news about which brands were leaving the market and which agencies were closing.

Despite the negative connotations of the situation, for some branding agencies, this could be an opportunity. The market is undergoing changes, opening the door to the emergence of new local brands as well as adapted Western products. As a result, we can expect a plethora of new projects, creating demand for branding and marketing services. This is a time for creative solutions and innovative approaches to creating unique identities for brands that can attract consumer attention and carve out a niche in the market.

We are seeing a trend of isolation within the country, as many international festivals have restricted access for participants from Russia. However, within the country, the changes will not be as dramatic. The number of agencies is expected to decrease: some will cease to exist, while others will merge.

There is a clear increase in interest in the IT sector, which is confirmed by the increase in inquiries in this area. Many areas related to information technology are expected to actively develop in the coming years. This includes not only IT services and software, but also a significant number of projects in the retail sector. In addition, industrial and manufacturing sectors are also expected to actively develop, which will create new opportunities for business and investment. Thus, IT and related sectors are becoming key players in the market, thereby ensuring sustainable growth and innovation.

About working within the team

Our company continues its operations and does not plan to change its location. Over the past month, we've been successfully working on various projects and haven't been idle. When it became clear that these events were long-term, we began receiving new inquiries and projects. The company has regained its momentum. We'll soon be introducing a new branding product to our clients—our "capsule."

"Capsule" is our new project, offering comprehensive "capsule" solutions at a fixed price. This offer includes services such as positioning, naming, and logo development at a price significantly lower than our standard price. However, please note that this format will only provide one version, with no room for revision.

We haven't cut salaries, carried out layoffs, or created a negative atmosphere within the team. We've clearly expressed our position and promised to do everything possible to preserve the company. We continue to operate and are opening accounts in CIS banks, from which we will pay for third-party services. This is the only possible approach in the current situation.

At this time, it's important to maintain an objective optimistic-pessimistic outlook. We can't change the past, but losing heart, losing confidence, and claiming this is the end is not the answer. Instead, we should focus on what we can do in the present and future to cope with challenges and adapt to new conditions.