It's My City is a prominent media outlet based in Yekaterinburg, dedicated to highlighting events, places, people, and phenomena that shape the urban landscape. Founded in 2012, this platform targets engaged and educated residents, embodying the slogan The city is in your hands. The brand's mission revolves around empowering citizens to influence the city's development through the coverage of civic initiatives, public projects, entrepreneurship, urban ecology, and social issues.

Its My City emphasizes storytelling, showcasing the personal narratives of individuals affected by various local events and processes, while maintaining a commitment to factual and responsible journalism. With a monthly audience that consists of tens of thousands of unique visitors and a robust social media presence across platforms like Facebook, VK, Instagram, and Telegram, It's My City strives to keep its readers informed and engaged. Additionally, the brand provides regular updates on local news, ensuring that residents remain connected to their community.