4ME499 Multimedia Project Seminar · FIS VŠE · 2023–2024
Tvoje Vltava
A brand identity and short documentary-style video built around Prague's Vltava riverfront — created in partnership with IPR Praha (the Prague Institute of Planning and Development) to close the gap between 25 real revitalization projects along the river and how few people actually know about them.
Role
Brand Identity & Video Production
Tools
Graphic Design, Motion Design, Video Editing, Sound Design
Context
Prague's Vltava riverfront is currently the site of 25 real revitalization projects — new bridges, parks, and cultural venues — but the average Prague resident can name only about two of them. For the 4ME499 Multimedia Project Seminar, in partnership with IPR Praha, the brief was to close that awareness gap: build a brand identity for the initiative and produce a short video that makes people care about what's happening along their own river.
25
real riverfront projects underway or planned
~2
known on average by Prague residents
Goal
The brief set a hard deadline and a measurable bar for success, agreed with IPR Praha as the project's client.
- Create a short video by mid-May 2024.
- Test it with the target group — everyday Prague residents.
- Verify that it sparked real interest in what's happening along the river in at least 70% of the target group.
- Earn a positive evaluation from the client, IPR Praha.
Process
01
Research
Target audience: everyday Prague residents
Content grouped into sport, recreation, culture
02
Identity
Logo, wave motif, sound design
Connecting stroke echoes the river's flow
03
Production
On-location filming at real project sites
Explanatory maps paired with footage
04
Testing
Focus group with real respondents
Reviewed and approved by IPR Praha
Validation
What the target group — and the client — said
The focus group's reaction was exactly what the brief asked for: people found the video easy to watch and came away wanting to visit the places it showed.
"The length was just right, it was snappy, well-edited, nothing got stuck, and I liked how it flowed gradually from south to north — I liked the video and enjoyed it…"
— Ondra, student (26)
"What caught my attention most was the Dvorecký most bridge… There was a lot to see around it… I'll definitely want to look at that again and visit the place."
— Petr, IT (27)
"The video is professional-level and communicates a lot of expert, interesting information about these locations in an engaging way."
— Marek Kundrata, Projektový manažer, IPR Praha
Real-world impact
IPR Praha approved the video and confirmed it will be used in their upcoming public communication project, "Komunikační systém říční krajiny v Praze" (River Landscape Communication System) — turning a seminar assignment into a deliverable adopted by the city's own planning institute.
The project was created in partnership with IPR Praha and the FIS VŠE Multimedia Department.
