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The modern educational process exists in an interactive information world. Modelling educational virtual media for mass involvement of learners in the process of formation of relevant competences. Digital visual art approaches form a holistic visual image of a virtual medium to actualize the subject of learning for learners. Examples of the implementation of the approaches in the creation of virtual media by Boxglass (Izhevsk) in educational institutions are described.

Statement of the problem. The aim of the study is to analyse the basic elements of creating visual comfort in the urban environment in the conditions of the renovation of the existing development of Russian small towns. Results. The main results of the research are the development of the syntactic context of architecture in urban space; the definition of the architectural language as the basis for the formation of compositional characteristics of visual comfort in urban space. Conclusions. The significance of the obtained results lies in the novelty of the approach to the mechanism of updating the architectural environment of cities based on the reform of the visual characteristics of the existing buildings; in the interpretation of architectural forms that reveal the original qualities of urban architecture. The use of the methodological basis of the mechanism of visual renewal of the architectural environment and the formation of urban space as a meaningful context that reveals individual characteristics to the viewer who is in the space of the city. At the same time, the visual-figurative context of the architectural environment of cities acquires a meaningful meaning, which allows us to comprehensively consider the process of renovation of existing buildings, including the tool for visual-spatial construction of architectural solutions.

As of this date, territorial branding is a key tool to increase the attractiveness of the territories of cities, districts, settlements. By dint of branding, the competition between territories for resources – financial, economic, labor, demographic – is intensified. Territorial branding is a marketing strategy to increase the competitiveness of cities, regions, settlements, revealing the potential of the selected territory and, thus, expanding its capabilities and creating a basis for sustainable development of a city. Presently, the main achievement of territorial branding is to stimulate the social activity of citizens. Growing interest from different social and age groups of population to creation of an urban brand contributes to sustainable development of cities. The authors consider territorial (re)branding as a multidimensional design algorithm including architectural and design solutions as a single strategic concept. The indicated approach to the formation of a comprehensive concept is a sequence of proposed procedures performed in a certain order, according to the following requirement: predesign analysis; creation of the conceptual model of development; implementation of design documentation; the formation of a high-quality visual-perceived environment of the urban area.

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