Cian at 25: From 'Millions of People' to AI and 'Moving In' in the Slogan

2022: a unified platform. Seven years after its first federal campaign, the service moved from individual viral videos to a unified creative platform, 'The Easy Way Home'. 'Cian presented itself not just as a listings site, but as a technology platform that simplifies a person's complicated journey to a home of their own,' the service explained.

2026: new identity and goodbye to all caps. In June 2026, the company updated its visual style and dropped the 'acronym-style all caps' from its logo — the service is no longer the 'Central Real Estate Information Agency' it was registered as in 2001. The communication platform is built on the metaphor 'Cian helps you move in', with a double meaning: physically relocating and easily 'getting into' the nuances of the market.

An anniversary without nostalgia. The creative frame of the 25th anniversary is, according to the press service, 'dynamic, warm and festive, to reflect 25 years of change.' The tone is set clearly: 'Cian knows everything about real estate, speaks about complex things in simple language and looks to the future without excessive nostalgia.'

The mini-film for employees was created with the help of AI, but is 'anchored' in reality: the characters are based on real employees, and the footage shows the office and artifacts. A sculpture of David's head references the victory over Goliath. 'Everyone in the company remembers that we are the only stand-alone real estate platform, while our competitive environment consists of giant corporations,' the press service notes.

Among other activities: the art installation 'Fortress' with the Ostozhenka bureau at the Archstoyanie 2026 festival in Nikola-Lenivets and the media project 'Homes That Changed Cities Over 25 Years' with results to be summed up at the end of the year. Channels include digital, owned media, social networks, PR, special projects, offline and partner platforms. 'Different stories get different distribution formats,' the platform explains.

The main task is to strengthen its position as the leading digital platform for real estate transactions amid an expansion of services: property valuation, electronic deal registration, online rental agreements, a mortgage calculator, a smart camera with AR, 'Cian Assistant' and AI-based smart search. Some projects are aimed at partners — developers and agents. The company formulates its goal as follows: 'To become the first choice for solving any real estate question.'

Working on the project were: Nikolai Reutin (design director), Nikolai Davydov (brand and communications art director), Pavel Okhotin (lead designer), Denis Kuznetsov (PR director), Polina Melman (press secretary), Margo Kazaryan (PR manager), Anastasia Gordievskaya (internal communications), as well as Tanya Tishkova's RE (Super) Studio and Igor Linde's agency.