Keep:Going Charitable Foundation

Studio Suprasoul Tibor Tovt — designer, creative director Daryna Zadorozhnia — designer, animation

Overview: Keep Going is a Ukrainian charitable foundation that utilizes media to spotlight civilians who have transformed their businesses to support the Ukrainian Armed Forces amidst the ongoing conflict. Originally business owners, these individuals have adapted their operations to supply the army with essential equipment and support. Through compelling video storytelling, Keep Going raises awareness of their endeavors, encouraging public support through donations, purchases, and equipment provision. Design Concept: The identity design centers on a simple yet profound word mark: Keep:Going. The colon serves as a pivot, emphasizing the dramatic shift in these civilians' activities—'Keep' representing the continuation of their spirit and 'Going' dynamically changing to verbs like fighting, donating, sharing, and supporting. This dynamic call-to-action reflects the adaptive and resilient nature of their missions. Visual Style: The design is minimalist, focusing on a black and white color scheme that brings the stories of these heroes to the forefront. The typography is clear and impactful, with the colon symbolizing the connection between their past endeavors and their current contributions to the war effort. Subtle blurring is used to separate visual elements, ensuring that the focus remains on the individuals and their stories. Objective: This identity aims to not only highlight the resilience and adaptability of these brave civilians but also to foster a deeper public engagement. By illustrating the significant changes in their lives and their unwavering commitment to the cause, Keep:Going inspires ongoing support, mirroring the continuous effort needed to bring victory closer.