When the war began, thousands of people changed what they do: entrepreneurs started working for the army, craftsmen began forging gear, volunteers kept the home front going. keep:going tells their stories and helps them get support. The initiative's social media identity was a finalist of Ukrainian Design: Best of Branding 2024 in the Graphic Design and Branding category.
SERVICES
IDEA
keep:going
Identity for action
The colon in the keep:going name is the moment of change: the point where everyday work turns into support for the army. “Keep” holds strength and endurance, while “going” changes into a specific action: fighting, donating, sharing. This way the mark shows that everyone can find their role and keep going.
About the project
keep:going is a platform that supports civilians who are bringing Ukraine's victory closer. The initiative tells the stories of people who do not ask for help but need it, and calls on its audience to help with donations, equipment or by spreading the word.
Requirements for the visual identity
The keep:going wordmark works as a flexible system of phrases: keep:donating, keep:sharing, keep:helping. The structure stays the same, and the second part names an action every time, so each message immediately suggests how to get involved.
The black-and-white palette brings people and their stories to the front. A subtle blur separates the visual layers and keeps the focus on the heroes, and the restrained palette works equally well across all digital channels.
A typographic system and templates for video covers, posts and stories let the team publish new stories quickly. Each piece is recognizable in the feed, and the hero and their need always stay at the center.
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