Description

After 28 years on the market, PIR EXPO had become the leading hospitality exhibition in Russia and the CIS. However, the brand’s visual identity lacked consistency: styles were updated almost every year, which weakened recognition and prevented the formation of a modern, cohesive image. In addition, its separate directions — PIR Restaurant, PIR Coffee, and PIR Hotel — were visually fragmented, complicating communication and diluting the strength of the overall brand. The client’s task was to develop a unified, sustainable identity that would remain relevant without the need for constant redesigns. The challenge was to create a system that consolidated the brand while preserving the individuality of each direction. The agency approached this by designing an adaptive and modern visual style, built to evolve naturally over time. The solution emphasized stability, recognition, and clarity, ensuring that the brand could present itself as both unified and diverse. The new identity reinforced PIR EXPO’s position as the industry’s leading platform. It improved recognition, simplified communication, and created a stronger emotional connection with professionals and partners. Each direction retained its uniqueness, but together they formed a mature and cohesive brand. The result is a long-term visual system that eliminates the need for annual reinvention, elevates perception in the market, and provides PIR EXPO with a confident, future-proof identity.

Credits

Polina Vasilyeva — Head of Strategy Department
Angelina Sorokina — Strategy Analyst
Artyom Semyonov — Creative Director
Alexander Shibaev — Designer
Maria Chestnova — Designer
Daria Panyukova — Designer
Anton Andreev — Designer
Varvara Strelnikova — Designer
Valeria Goch — Project Manager
Case Designers:
Artyom Semyonov
Daria Panyukova