The most ambitious international campaign of Ukraine
Ukraine now – is a grand-scale international marketing campaign of the Ukrainian government starting in 2018. Its aim is to form the Ukrainian global brand, raise foreign investment in country and improve its touristic potential.
27 experts from the Commission on the popularization of Ukraine in the world participated in the preparation for the campaign. With their help, the maximum amount of data and materials were gathered to create a brand that will demonstrate the attractiveness of Ukraine for tourism, cultural interaction and business.
Why does country need a brand?
Today, if a country does not have a brand, people form an opinion about it based on what they have heard or read occasionally. And this is bad for Ukraine. Because we can not influence such random information. Worse still, it's often negative.
With the support of the British government, a study was conducted on how Ukraine is perceived abroad. It turned out that the three most popular associations with Ukraine are "corruption", "revolution" and "war".
People who have never been to Ukraine see Ukrainians as closed, aggressive and intolerant. This image is shaped largely from what they see and hear in the news. With such a reputation it is difficult to attract investment and tourists to the country.
But those who have been with us at least once, change their minds and celebrate the hospitality of Ukrainians, wonderful landscapes, culture and architecture.
To change the perceptions of Ukrainians and convince more people to come to us, Ukraine needs a brand. Such a brand will demonstrate us as an open modern country, where everything is most interesting right now.
Ukraine is now-nation
"Now" is the most important word for Ukraine today. It is the basis of the new campaign and branding idea. Right now Ukraine is changing and gradually becoming what we want to see it.
Modern Ukrainians are about "now." They do not wait, do not hesitate. They act now and create new companies, new progressive businesses, new cafes, restaurants, festivals, new factories, new creative schools and innovative technology parks.
We want to attract the attention of the same modern people from all over the world, tourists and investors. For them this moment of change is important. And according to the research, this magic word "NOW" attracts them very much.
The aim of the new branding is to tell about "now". It is dynamic, open and positive. Minimalism makes it easy to use.
The logo was made like this because we wanted to "highlight" by means of a yellow marker the main word of the message – “NOW”. And the blue element of logo resembles the alerts we see in social networks. This is a symbol of something new, something that attracts attention. And Ukraine is really worth attention now.
As a result, the brand was made bright and modern. It expresses young good energy, energy of action.
Branding is situational. The final element of each layout is pictogram. Each time it adapts to the context and complements of the layout plot.
The Ermilov font was specially created for Ukraine Now brand. This is a modern massive geometric grotesque with a special bevel in the corners of the letter. The author of typeface was inspired by the work of Ukrainian constructivist artist Vasyl Yermilov.
This is an app that provides live broadcasting from different parts of Ukraine right now. See real Ukraine, but not Ukraine from news.
The brand of the country you want to explore
The brand is optimistic, bright and sincere. This is the brand of the country you would like to get acquainted with. It helps us to demonstrate Ukraine as we love it to the whole world.
Film advertisement created by Banda, Ukraine for Ukraine, within the category: Hospitality, Tourism.