Museum of analogue photography is located in St. Petersburg and is the only museum of history of photography. The museum has a unique collection of more than 3,000 cameras and 20,000 photos. Previously, their style had no particular elements and communication online, therefore, their audience were people at their 40s.

Doing the rebranding, I considered that museum needs more communication in digital and city formats in order to attract youth. The new brand identity is based on the principle of rewind: when a person takes a picture and then switches to another frame. Also, I have used a trick when the film cropped. There are three basic colors I used in my identity: red, black, and white. This color set is based on the coloristic of lighting of the lab where people develop films. Another element that is typical for my identity are numbers from 1 to 36 that come from the number of frames on the film. I used two typefaces: Trebuchet MS and ITC Avant Garde Gothic.

The main goal of rebranding was to make the museum identity look structured and understandable, so that visitors could learn about history of photography. It was also important to consider that the style has to be convenient in use on different types of formats and custom production. Also, I considered the fact that people want to learn about history, so everything has to be ordered. I kept in mind that design identity has to be helpful for visitors so they can navigate through space. This led me to creating a set of navigation pictograms.

This project was done as a student project in HSE Art and Design School in 2021, curated by Evgeny Kashirin.