Creative communication design of Mikhail Zhvanetsky Boulevard
A year ago, the long-awaited reconstruction of the boulevard named after Mikhail Mikhailovich Zhvanetsky began. We are convinced that this space cannot be gray or faceless, which is why our team proposed a creative concept for the urban space that reflects the spirit of the legendary Odesa satirist. We decided to demonstrate in practice that a modern navigation and communication design for the boulevard must be not only convenient but also aesthetically valuable. The project transforms the promenade zone into an art object, restoring its historical status as the “Boulevard of Arts” and creating a unique visual environment, which we described in detail in our blog.
The foundation of our idea is solving a navigational and cultural challenge. We strive to connect the name of the Honorary Odesite with the space not only formally but also visually. To achieve this goal, a visual identity for the urban development was created, embodied in four unique steles. Their advantages:
- Height: each stele reaches 2.5 meters, becoming a noticeable landmark.
- Material: vandal-resistant metal, resistant to weather changes and inexpensive to maintain.
- Navigation: attractions are arranged by distance, making this public space branding maximally functional.
- Most importantly: the immortal quotes of the Great Master of satire. A walk along the boulevard turns into a quest to find Zhvanetsky’s favorite sayings.
Meet the Voice of Satirist! That’s a loudspeaker installed on the central monument. Audio clips and bits from recorded performances of the Satire Genius will play non-stop.
The reconstruction of the boulevard also revealed navigational difficulties: pedestrians find it hard to distinguish the new bicycle lane from the sidewalk. To solve this problem, we developed an urban environment design that includes informative signs and floor markings. On them we placed Zhvanetsky’s quotes, turning ordinary directional signs into an element of cultural code. Such creative communication for the boulevard made it possible not only to separate the flows of people and transport, but to do so in a unique Odesa style. Now the navigation works “for certain,” helping residents and guests of the city to intuitively navigate the space without losing their connection to the atmosphere of the legendary location.
In addition to the four main steles, we designed additional art objects that accompany visitors throughout the entire walk. A thoughtfully planned reconstruction of public spaces with a cultural focus allowed us to better reveal the character of the location, helping guests fully experience the unique atmosphere of the renewed space.
Such comprehensive improvement of the city boulevard transforms it into a cohesive tourist route. Every decorative element and small architectural form supports the overall concept, creating a harmonious environment where modern design solutions meet the historical heritage of Odesa.
We replaced the “grayness” of the boulevard with an explosion of colors and vivid imagery. The redesign of the public space in Odesa carried out by our team turned an ordinary walking area into a vibrant art object. With new design elements created by Solar Digital, the location will delight visitors and lift their mood.
The comprehensive development of a visual concept for the boulevard allowed us to breathe life into the urban landscape, making it more emotional and welcoming. We aimed for every visual detail to emphasize the uniqueness of the place, creating a harmonious and inspiring environment for both residents and tourists.
Streets and walls can talk to people, even about toilets or cleaning up after your pet.
There’s even more. It was hard to stop, so we’ve added some Zhvanetsky philosophy to the steps.
Boulevard can advertise itself! We’ve made it more obvious, so the passage to the Museum of Fine Arts is very hard to miss.
“Идея пришла в его голову и теперь упорно ищет мозг”.
Mikhail Zhvanetsky
The number of ideas that come to our minds is constantly growing, but it’s important to know when to stop!
The Solar Digital team strives to show that life in an aesthetically pleasing city is possible right now. We believe that parks and public spaces need their own visual identity to become points of attraction. We are open to partnerships and offer professional branding for urban improvement, helping developers create friendly and creative environments.
Our goal is to rethink the communication of spaces — from residential complexes to public parks. We genuinely want to contribute by transforming familiar locations into comfortable design spaces. Let’s join forces to implement bold social initiatives and fill our favorite city with modern meaning and high-quality design!
We invite socially responsible businesses to collaborate and combine our efforts. Let’s create together
To promote the project on social media, we created banners featuring quotes by Mikhail Zhvanetsky.
Starring:
- Mikhail Zhvanetsky — MVP — Most Valuable Participant
- Kirill Solyar — Creative direction, editorial, copywriting
- Karyna Pashkova — Art Direction, navigation, and website design
- Bogdan Kozhukhar — Website design, animation and layout
- Anastasia Solyar — Illustrations
- Artur Kazimirsky, Maxim Odintsov — Copywriting and translation
- Christina Divinskaya — Research and communication, PR
- Mikhail Reva and Zhanna Kiseleva — Shared their opinion
- Nikolay Chepelev — Architectural plans
- Oleg Favelyukis — Ignited that spark to start
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