Visual «chemistry» in the identity of UCS 2024

Publicis Ukraine developed the identity and communication campaign for Ukrainian Creative Stories 2024.

The quality of communication is determined by people’s reactions. Awe, surprise, joy, and even envy or indignation can create entire stories. Indifference, however, is capable of nothing. Based on this platform, Publicis Ukraine built the identity and communication of Ukrainian Creative Stories 2024 and supplemented it with the slogan «Reactions create emotions, emotions create stories».

Ukrainian Creative Stories (UCS) is a platform that unites national and international advertising festivals in Ukraine, namely the Kyiv International Advertising Festival, ADC*UA Awards, Ukrainian Design: The Very Best Of and MIXX Awards Ukraine.

The identity of UCS 2024 is visual «chemistry», a reaction triggered by a cool idea. It’s a powerful release of hormones – dopamine, serotonin, oxytocin, norepinephrine. The agency’s team stylized their chemical formulas, adding a touch of Ukrainian authenticity and creating branding elements with various emotional spectrums through diverse combinations. The identity unfolded across different formats and media to attract as many creators as possible to participate in the festival program.