Valuevo is a sanatorium in the Moscow region, provides health and recreation services. According to the price range, it is in the middle of the market, provides a wide range of services from prevention to treatment of serious diseases. The main distinguishing feature is the historically rich territory. In the process of rebranding, the essence of the brand was established: a historical health resort. The historicity of this place is emphasized in the identity.

Valuevo’s target audience is adult women, they have a family, children who have already grown up, they work and like to go to exhibitions in their free time. They want to go to nature and feel like a countess.

Valuevo is located on the territory of a former estate. The owner of this estate was fond of literature, collected manuscripts, and thanks to him some literary works were preserved. He invited Pushkin, Karamzin, and Zhukovsky to the estate.

In addition, the estate has gone through many eras, many architectural styles are mixed inside. Therefore, the new identity for Valuevo combines the literary and eclecticism of this place.

In the identity, I revised the classic book titles, taking the central composition from them. She also used different fonts corresponding to the epochs of Russian history that the estate has experienced. Thus, the decision to rely on the history of this place is supported.

Special thanks should be expressed to the Russian Higher School of Economics (HSE School of Art and Design) and teacher Tanya Dunaeva, whose experience and support helped in the implementation of this project.