The task was developing a brand identity system and website for a social initiative Twinning. The identity started by creating a standalone mark that is defined by its bold character, mirroring that it’s a real-life collaboration between two equal and valuable partners. I assumed the mark should be straightforward and clear for an international audience.

 

The twinning logo with the letter based on the Ї ї (Yi) letter shapes from the Ukrainian alphabet is a nod to Ukrainian unique roots. It is allusion to people supporting each other as well. It doesn’t look like a logotype because its mission is to be always integrated into messages, to be just the name of the project. In our case, the sign is the main visual shape which helps make a lot of quirky variations.

 

Every other part of the brand system, from the color palette to the typography makes the striking point that Twinning is a global initiative that is all about partnership between people and between companies in creative fields. For example, half of the color palette was based on warm human skin tone colors. Other colors were based on UK and Ukrainian flags (according to the RedBee and Twid studio locations). In this way, the brand is designed to act as a strange attractor to people from the creative area.

 

About Twinning:

Because of Russia’s invasion to Ukraine, talented agencies are closing and creators are losing their clients. Ukraine’s Economy has shrunk by over 30%. On 12th March 2022, Twid received an email from London’s creative agency RedBee with support and friendship suggestion. These agencies became friends quickly. They gave their newfound relationship a name Twinning. So they’ve Twinned.

 

Twinning is a project for foreign creative companies to support Ukrainian creative companies. It’s a project to find your own Twin for a company. Twinning is about friendship and it’s people coming together when there’s a lot of wrong in the world. Ukraine's creativity is continuing, but two heads are better than one. Ukraine still has a lot of creativity to help the economy. Ukrainian creative agencies are key to the economy. They generated a 3.7% growth of GDP in 2019. So this project exists to help them power back up to that.

 

For foreign agencies, collaboration with a Ukrainian agency will help them hire Ukrainian talent, collaborate on an upcoming project, or just find someone to brainstorm with. For Ukrainian agencies, collaboration with a UK agency will help them find creative inspiration, gather new work opportunities, and forge friendships in the UK.​

 

The aim is to forge a committed caring friendship with the purpose of mutual economic growth and increased richness of creativity. And help win the war.