Khitrovka is the center of attraction for the young, modern generation, it is the voice of the underground youth. This is an “apartment”.

In the rebranding, I was faced with the task of creating a visual image of “my own”, home cultural center, which would reflect the atmosphere of comfort and lamp-likeness, and at the same time be underground.

If we talk about Khitrovka itself, then this is a cultural center in the center of Moscow, which is located in historical and legendary cellars. Khitrovka is a place where contemporary art is created at the intersection of history and modernity, where there is room and opportunity for experimentation. The main message is “from the people”. As long as there are directors, artists, lecturers, musicians, there is Khitrovka.

The main problem of the brand was that at the moment the cultural center is not associated with “theatricality” and that visual communication does not correspond to the essence and atmosphere of the place.

I decided to make the main graphic metaphor – “stairs to the basement”. She invites each guest to go down the stairs to get acquainted with the place and atmosphere of the cultural center and find their “treasure” inside.

Typography helps the metaphor and emphasizes it. It should be noted that the very shape of the stairs is made not literally repeating its real proportions. This is done specifically to emphasize the underground of the place.

Brick red color attracts attention and becomes the “voice” of the cultural center.