NGO “Moye Misto” (Моє місто)

[ABOUT]

NGO “Moye Misto” is a non-governmental organization that fosters civil society, bringing together local initiatives, activists, and businesses to implement social and urban projects.

[TASK]

The task was to create a cohesive, flexible, and scalable visual system that:

  • unites all areas of activity under a single brand;
  • easily adapts to various formats and channels;
  • enhances trust and brand recognition.

[BRAND STRATEGY]

Brand strategy: (1) Insight — People lack a clear sense that positive change in the country is possible, and that they themselves have the power to make it happen. (2) Big idea — A beacon. A beacon shows the way, provides a sense of safety, and gives confidence that there is a safe harbor ahead. (3) Strategic message — Don’t wander in the dark. Follow the path toward change in your country. (4) Positioning — A nationwide Ukrainian civic organization that serves as a beacon for change in the country. (5) EVP — A clear direction forward and the power to shape the future of your country today. (6) Mission — To shape a future where everyone understands which direction to take and how to create meaningful change in their country.

[LOGO]

The central focus of the logo is the heart of the lighthouse: the Fresnel lens, which makes the beam of light brighter, more powerful, and therefore highly visible.

Fresnel lens inside a lighthouse

[ALTERNATIVE LOGO]

Moye Misto alternative logo in Ukrainian and in English, on white, cyan and orange

[GRAPHICS]

The key visual device is the intersection, symbolizing the organization’s collaboration with various initiatives, as well as the lighthouse beam being refracted. At the intersection, something new emerges — a new perspective and a shift in people’s mindset.

Moye Misto graphic system: logo variations, the logo broken into basic shapes, and patterns built from them
Moye Misto billboard in an underpass
Moye Misto crowdfunding poster on an outdoor screen
Moye Misto billboard against the sky
Moye Misto event banner on a square frame
Moye Misto brochure cover
Moye Misto Instagram carousel posts
Moye Misto Instagram profile on a phone
Moye Misto Facebook page on a laptop
Moye Misto Instagram posts on phones
Moye Misto Instagram stories
Moye Misto keychain with a flashlight
Moye Misto wall clock
Moye Misto matchbook
Alyona

[CONTACT]

No brief?
No problem. Say hi.

alencamomila@gmail.com