The Healing Stage Identity

Saatchi & Saatchi Ukraine Kosta Schneider Executive Creative Director Sergiy Biloshytskiy Creative Director Anna Seniuk-Kachanovska Associate Creative Director Oksana Vovkovinska Creative Group Head Dmytro Moloshnikov Head of Design Daria Hrytsenko Graphic Designer Dmytro Pokrason Motion Designer Aliona Khorolska Motion Designer Marian Levchenko Motion Designer Tetiana Slyvko Managing Director Olena Orlovska Client Service Director Taras Dzumaha Producer Yulia Meduna PR Manager Client Oleksandr Tkachuk Senior Officer of the Communications Department of the Territorial Defense Forces Command of the Armed Forces of Ukraine Theatre of Veterans Yevhen Malyukevych Head of nongovernmental organization “Theater of Veterans”, Creative Director Oleksii Dmytrashkivskyi Co-founder, Head of TDF Media Maksym Kurochkin Head of Educational Course, Lead Playwright Akhtem Seitablaiev Artistic Director Maksym Devizorov Chief Producer Alina Sarnatska Mentor, Playwright Olha Semioshkina Director, Choreographer Liena Liahushonkova Curator of the Dramaturgy and Educational Program Natalka Vorozhbyt Curator of the Dramaturgy and Educational Program Viktor Dontsov Production Designer Andrii Metelnytskyi Marketing Specialist Anna Zakharenkova Communications Manager, SMM Specialist Arina Matsarska Communications Manager, SMM Specialist Yurii Matsarskyi Communications Manager Vladyslav Volynets Technical Director Mykola Kobyliuk Creative Manager of the “Eneida” Project Kseniia Dubych Psychologist

Ukraine’s veterans face severe psychological trauma, but 92% reject traditional therapy due to deep-rooted military stigma. They refuse to be labeled as clinical "patients" or victims. To deliver help, we disguised evidence-based therapy as the "Theatre of Veterans"—moving treatment from hospitals to the stage. But for this disguise to work, the visual identity had to be flawless. Our design idea was to bypass medical stigma by packaging rehabilitation as a premium cultural brand. We built the identity around a powerful visual metaphor: a custom double font. This typographic duality directly mirrors the veterans' divided reality between military and civilian life, visualizing how deeply hidden trauma becomes visible on stage. Engineered for inclusivity, the typography is adapted for veterans with combat concussions. By replacing clinical symbols with bold art, the design became a stigma-free invitation, turning patients into proud creators.