In 2010, the President of Kazakhstan Nursultan Nazarbayev signed a decree endorsing the 2015–2019 State Infrastructure Development Program Nurly Zhol [The Path to the Future]. The country managed to put it in place much ahead of time, so the project was reshaped and prolonged to 2050.
That sensible and expedient Program was however hard to understand by the Kazakhstani people. Thus, the government of Kazakhstan set us a task to get its fundamental principles across to people as easily and clearly as possible.
Since the project was to lead the country to a list of top 30 most developed nations worldwide, we highlighted key features of the Program and created the positioning strategy “Kazakhstan 2050. Our power”. We created the visual identity system and the idea of communication on behalf of the Kazakh government to be spread out all over the big cities out there.
