The article examines the possibilities of transforming Kostroma (and ideally the entire Kostroma region) into a modern city with a touch of antiquity, where not only adults and the elderly will want to move, but also young, promising teenagers, students who will be able to successfully develop in various fields of science and education. The branding will be aimed at Kostroma cheese, which will become one of the main business cards of the region, in addition to the sights, the house of the Snow Maiden and the magnificent nature. The article offers design options for the main square of the city, signage, signs, as well as billboards, stops, transport, souvenirs, on which an advertising campaign aimed at the development of the region as a whole will be located. The advertising campaign is also described below in the article.