VEIP is the Eastern European Institute of Psychoanalysis, the oldest educational institution dealing with the topic of psychoanalysis in Russia. The VEIP diploma is highly appreciated among experts. Over 30 years of work, the Institute has developed its own approach to training and created a strong team of specialists. In recent years, the Institute has been paying more and more attention to the modern technological format of teaching, but at the same time the canons laid down earlier in teaching are preserved. VEIP is developing, and there was a need for updating at the brand level: it was necessary to determine its place in its category, structure the vision of the team into an ideological system and build visual and verbal communication with the audience on its basis.