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Expo Playbook

A system for preserving a distinctive spatial brand identity as a network grows across different locations.

Who It Is For

For brands with a network of showrooms, dealer spaces, corners or branded zones that need to remain recognisable across different footprints, budgets and local conditions.

What the Client Buys

Not one site and not a generic PDF, but a licensable system of rules, typologies, reference solutions, implementation tools and version control.

What the System Includes

  • The core of the brand in space: principles and unacceptable deviations.
  • Typologies: formats, footprints and levels of intervention.
  • Reference projects and proven solutions.
  • Implementation tools: input-data forms, checklists, substitution schedules and exception procedures.
  • System management: versions, change log, training, audits and updates.

Possible Routes

An Expo Playbook may precede a reference showroom, follow one, or emerge from a series of exhibition stands and dealer spaces. It is not an obligatory ‘next step’ after every project.

Pricing Basis

The fee is determined by the number of typologies and reference solutions, the depth of technical detail, the scale of the network, the scope of implementation and the usage rights. Page count is not the primary unit of pricing.

Usage Rights

The agreement defines the number of formats and sites, territory, distribution to dealers, adaptation rights, term and update procedure.

Outcome

Not a promise of absolute uniformity, but managed variation: local projects change while preserving the recognisable core of the brand.

When Another Format Is a Better Fit

If a company needs only one showroom and has no recurring rollout brief, a full Expo Playbook may be premature.

Next Step

Describe the network structure, site types, number of future implementations and current documentation. We will define the appropriate depth of the system.

Discuss Your Project

The name Zariza

Engraving of historic Tsaritsyn by Adam Olearius, 1636

In 1663, a book by Adam Olearius, a German scholar and secretary to the Holstein embassy to Russia and Persia, included a plate with six engraved views of Russian cities.

Tetus, Samara, Soratof, Zariza, Tzornogar, Kusmamedianski. Olearius passed Tsaritsyn on 6 September 1636.

Partners and clients sometimes jokingly associate our name with royalty. We do not mind, although for us it is rooted above all in the history of a place.

The city’s name is associated with the Tsaritsa River. One explanation traces it to the Turkic “sary-su”, meaning “yellow river”; another links it to “yellow sand”.

The fortress in the engraving stands at a meeting of currents: goods and embassies travelled along the river, and routes crossed here. This image resonates with us. Design and implementation also form a system of many factors, whose parts need to work together.

The studio’s name is tied to the history of Tsaritsyn, a city at the confluence of the Volga and Tsaritsa rivers. Our first office opened here, near the Architecture University. The studio began work on 21 December 2012, the day a 5,125-year cycle of the Maya calendar came to a close.

“Art” was added later, when we registered the domain. The name retains our connection to our place of origin, while the studio’s work has long reached beyond its geography.

Brand Identity

Brand identity is a combination of visual, verbal, and emotional characteristics that make your brand recognizable and unique. It is a holistic system of meanings, images, and values that reflects the essence of the company and shapes how it is perceived by the audience.