The new geo-informational portal LOOXITY, uses a 3D visual model of Moscow as it’s core point of reference, resulting in a unique project that provides powerful functionality, allowing multiple accesses to City navigation, Information, and social networking. This is the first online-interactive 3D model of the Russian capital, rich in content, showing City infrastructure, services, shops, restaurants, official organizations, and associated information.

The core idea of the portal, defined by the project’s developer, Media Soft Integra Company was to combine social content with local topography. LOOXITY creates unique possibilities, allowing quick and simple access for a large audience, using fully functional virtual reality based on the actual Moscow cityscape.

The project needed to be developed online and as well as offline. This specific requirement for effective integrated communication is why MILDBERRY was invited to develop the brand.

MILDBERRY initially developed the brand’s core idea, conceptual positioning and platform. Following this a naming exercise was established to link the new brand with a so-called “city” character to clearly demonstrate the opportunities of the specific functions provided by the portal. After a period of exploration and investigation, the neologism LOOXITY appeared. The project development team considered this new word to match exactly the original intentions and unique features of the project.

The resulting brand platform developed by MILDBERRY defined LOOXITY’s style of communication as emotional, vibrant, informal and positive. This was reflected in an original visual language enforcing LOOXITY’s core identity concept: bright, friendly, technological, dynamic and modern.

The final stage of the project produced the brand guidelines.