Astana Brand Strategy
BRAND STRATEGY, VERBAL IDENTITY
ANALYSIS
Commissioned by the Bruketa&Žinić&Grey agency, I have developed the brand strategy for Astana, the capital of Kazakhstan. The project was developed in collaboration with Horwath HTL Croatia, a consultant company working on the Astana destination strategy for seven years. Astana is among the youngest capitals in the world, founded in 1997. Over the course of 20 years of rapid development, Astana has transformed into the 'little Dubai' of Eurasia.
Due to its local characteristics, Kazakhstan's historical heritage, and the striking architecture developed over the past two decades, Astana possesses a distinct identity that remains largely unknown and unrecognised beyond the borders of the state. The main objectives of the project were to create a brand strategy for the capital city of Kazakhstan, an emerging market, that challenges the distorted international perception of Kazakhstan while raising awareness about the new capital.
CAPITAL OF GLOBAL NOMADS
The core of the brand and the main message of 'The Capital of Global Nomads' are therefore situated right on the border between Kazakhstan's nomadic past and its innovative future. This country has a long tradition of nomadic life characterised by great hospitality, freedom, and tolerance. On the other hand, the nomadic way of life, which was nearly entirely abandoned in Central Asia, is becoming a global trend in the Western world. Globalisation has turned a significant number of city dwellers into cosmopolitans, or global nomads.
The term 'global nomad' is most commonly associated with concepts of travel and personal growth, seeking employment outside one's place of permanent residence, and working in innovative industries that attract the creative class, such as entrepreneurs, engineers, scientists, or medical professionals. With the advancement of new technologies, more and more people are becoming cultural, digital, and global nomads. Astana is working to become a city that provides opportunities for experiences, work, or life to anyone who considers themselves a global nomad or a citizen of the world.
