ON THE ISSUE OF TERRITORY BRANDING (THE EXPERIENCE OF THE SIBERIAN STATE INSTITUTE OF ARTS NAMED AFTER DMITRY HVOROSTOVSKY)

The article examines the role of graphic design as a key tool of territorial branding aimed at forming and strengthening the regional identity. Based on the analysis of the experience of the Design Department of the Siberian State Institute of Arts named after D. Hvorostovsky, as well as the systematisation of pedagogical and socio-economic literature, the main principles of creating effective projects that contribute to the transformation of the territorial image have been identified. Special attention is paid to case studies (such as Krasnoyarsk. 380 project, conceptual mobile application OPENART, and others), which demonstrate a comprehensive approach to the development of the visual identity of cities. The scientific novelty of the research lies in the detailed analysis of graphic solutions aimed at enhancing the competitiveness of regional brands. The results emphasise the importance of integrating creative and innovative approaches in order to create a strong territorial brand capable of attracting attention to the region’s potential and distinguishing it from other territories. As a result, it is concluded that the Department, through its creative approach and innovative projects, demonstrates the importance of collaboration and the integration of efforts to achieve a common goal — to create a strong and unique brand that can stand out from other regions and draw attention to the territory’s potential.