Kapan City
DATES
September – December, 2024
Client
Kapan Municipality
Service
Strategic Communications, Branding & Research
Category
City Branding & Development
Overview
SPRING PR was entrusted by Kapan Municipality to implement a comprehensive communication, branding and visibility programme under the Mayors for Economic Growth (M4EG) Facility project, funded by the European Union. The initiative aimed to enhance the city’s recognition, showcase its cultural and natural heritage, and support Kapan’s long-term development vision.
Located in the heart of Syunik, Kapan is one of Armenia’s most distinctive regional centers, combining centuries-old history with dramatic nature, rich cultural heritage and strong potential for tourism and regional development. The collaboration began with extensive consultations with the Mayor and his team, who set a clear objective: to increase Kapan’s recognisability, reveal its yet-undiscovered potential and present the city as a vibrant, modern and forward-looking destination.
Strategy
To meet Kapan’s strategic communication and visibility goals, SPRING PR implemented a multi-layered approach that combined branding, storytelling, research and content development. The project was designed to present Kapan as a modern, dynamic and opportunity-rich city, while ensuring that all communication tools reflected coherence, authenticity and long-term value. The work unfolded across several interconnected phases.
Brand Identity Development
SPRING PR created Kapan’s full brand identity — colours, narrative, tone, style and visual system — designed to reflect a progressive, resilient and evolving city. The resulting concept provides a unified communication framework for all future projects, publications, campaigns and municipal messaging.
Promotional Video Production
A major city film was produced together with director Artak Igitian to capture Kapan’s authentic character: its landscapes, history, natural beauty and the warmth of its people. The decision to feature real young residents of Kapan ensured an honest, lived perspective. The video serves as a contemporary visual portrait of a city “you always want to return to.”
Economic & Business Research Study
SPRING PR conducted a comprehensive analysis of Kapan’s business environment, investment opportunities and key economic sectors. The resulting report offers a strong analytical foundation designed to support the city’s long-term development, strengthen economic resilience and serve as a basis for new investments and sustainable growth initiatives.
City Book Development
A comprehensive city book was created to present Kapan’s history, heritage, landmarks, natural wonders and local stories. More than an album, it serves as an engaging guide for both residents and visitors, positioning itself as a key asset for tourism promotion and a compelling invitation to explore the city.
Throughout all phases, SPRING PR ensured close cooperation with the Municipality, maintaining consistent communication and providing full creative, strategic and production support. The collaboration remains ongoing, with new initiatives under development — all aimed at ensuring that Kapan’s voice is heard, its story is told and its potential is recognised.
Kapan has much to say, much to show — and we are proud to help tell its story.