Design > Brand-building

KHORTYTSIA - THE ISLAND OF A MYSTERY

BICKERSTAFF.734, Kiev / KHORTYTSIA ISLAND / 2022

Awards:

Bronze Cannes Lions
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Supporting Images
Supporting Images
Presentation Image
Supporting Images
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Case Film
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Overview

Credits

Overview

Background

Khortytsia Island occupies a special place in the history and geography of Ukraine. Its age is 3 billion years. This is the home of the legendary freedom fighters - Ukrainian Cossacks. And much more...

But no one knows what exactly. The association of the Museum of the Cossacks firmly established itself behind the island and supplanted all its other attractive aspects. As a result, only those people who are interested in the Cossacks come to the island.

We were challenged to develop a tourism brand with 0$ media budget that would open the island to internal and external tourism, show its diversity and encourage people to explore Khortytsia.

Describe the creative idea

Yes, Ukrainians don‘t know a lot about the island of Khortytsia, but what if this is an advantage, not a disadvantage? What if a travel brand wouldn’t talk about the delights of the place, but will rather create intrigue and will become an incentive for a person to explore the island himself?

The most important task for us was to tell the story of our Khortytsia to other Ukrainians and to the whole world. We actively involved the media, and we were also supported by the Office of the President of Ukraine.

Describe the execution

All design elements were created based on the real attributes of Khortytsia: flora and fauna, historical artifacts, images from myths and legends, bronze, water, stone and other materials that make up the inner world of the island.The X sign is the first letter in the name of the island in Ukrainian and is also a symbol of mystery, its meaning may be different for everyone.

We took X as a basis and created 24 different logos.Additionally, we have developed a accidental font based on the shape of the roots to highlight the ancient history of the island. Khortytsya at all times was of particular importance for local tribes and peoples.The “curtain” effect, that reveals the deep essence of Khortytsia to a person is easily scalable and works with graphics, illustration and photography in typography as well.

This principle unites all parts of the identity and makes the island’s brand recognisable.

List the results

Our merch became recognizable and the administration of Khortytsia for the first time launched its social networks, where the audience began to become more involved in the history of the magical island.

For the first month the project has got 8M media impressions. 51 media mentioned us.

Thousands of people discussed it on social nets.It appeared in the news reports all over the country with the participation of the president and the First Lady.

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KHORTYTSIA ISLAND, BICKERSTAFF.734

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