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The Cities We Live In
A story about how we built a brand for an infrastructure system that performs invisible yet essential work.
Brand platform for an urban infrastructure system
In B2B or B2G segments, it often seems that a brand exists only on letterheads, in tender applications, or on slides projected onto large screens. It’s easy to start thinking that branding is secondary here — that no one really needs it.
around, it becomes clear: Sergek has genuinely changed the life of my city. According to Sergek’s data, the number of traffic accidents in Astana has decreased by 4.5 times since 2012. This is not just a statistic — it is a powerful emotional foundation on which the brand should be built.
But if you lift your head and look
and look around, it becomes clear: Sergek has genuinely changed the life of my city. According to Sergek’s data, the number of traffic accidents in Astana has decreased by 4.5 times since 2012. This is not just a statistic — it is a powerful emotional foundation on which the brand should be built.
But if you lift your head
In B2B or B2G segments, it often seems that a brand exists only on letterheads, in tender applications, or on slides projected onto large screens. It’s easy to start thinking that branding is secondary here — that no one really needs it.
around, it becomes clear: Sergek has genuinely changed the life of my city. According to Sergek’s data, the number of traffic accidents in Astana has decreased by 4.5 times since 2012. This is not just a statistic — it is a powerful emotional foundation on which the brand should be built.
But if you lift your head and look
and look around, it becomes clear: Sergek has genuinely changed the life of my city. According to Sergek’s data, the number of traffic accidents in Astana has decreased by 4.5 times since 2012. This is not just a statistic — it is a powerful emotional foundation on which the brand should be built.
But if you lift your head
What we discovered:
We rethought the role of the brand itself — your city partner.
A partner is someone who takes on part of the responsibility and does so reliably.
We rethought the role of the brand itself — your city partner.
A partner is someone who takes on part of the responsibility and does so reliably.
need for safety is met, the city begins to open up: people walk, exercise, raise children. All of this happens within an environment you may not notice — but it works. And Sergek is one of its most important components.
When the basic
*the concept presented has not been approved by the client.
About the tone of voice
Sergek performs quiet but important work. While it may seem that the primary clients are government departments and city administrations, the real core audience is city residents — people who interact with the results every day: crossing streets, parking, driving, living their lives in the city.
Sergek performs quiet but important work. While it may seem that the primary clients are government departments and city administrations, the real core audience is city residents — people who interact with the results every day: crossing streets, parking, driving, living their lives in the city.
Results:
• A human-centered tone, because cities are where all of us live
• A formula that works for dialogue with both residents and city administrations
• A way for the brand to speak about itself without appearing as a “big brother”
• A platform that can scale to any city
• A formula that works for dialogue with both residents and city administrations
• A way for the brand to speak about itself without appearing as a “big brother”
• A platform that can scale to any city
• Built a semantic platform for the brand
• Conducted a semiotic analysis of how safety and surveillance are perceived
• Developed the concept of urban partnership
• Proposed ways to integrate the brand into the city environment: data systems, signage, navigation, and partnerships with city administrations
• Conducted a semiotic analysis of how safety and surveillance are perceived
• Developed the concept of urban partnership
• Proposed ways to integrate the brand into the city environment: data systems, signage, navigation, and partnerships with city administrations
What We Did:
The brand’s presence within the urban environment is important, but even more important is developing its meaning further: not just being present, but educating, explaining, and showing the value of collective work toward safety.
Contacts
Sometimes one conversation is already a beginning.
Write if you would like to discuss a task or inquiry.
Write if you would like to discuss a task or inquiry.
All rights reserved.
Meaning requires precision
ⓒ 2025
Meaning requires precision
ⓒ 2025
e-mail: yrysty@jas.agency
Contacts
e-mail: yrysty@jas.agency
Sometimes one conversation is already a beginning.
Write if you would like to discuss a task or inquiry.
Write if you would like to discuss a task or inquiry.
All rights reserved.
Meaning requires precision
ⓒ 2025
Meaning requires precision
ⓒ 2025