Identity for the «The Heart Beats» Initiative

Saatchi & Saatchi Ukraine has developed the naming and brand identity for the initiative «The Heart Beats».

«The Heart Beats» is an initiative aimed at promoting transplantation and organ donation, launched in 2024 by the Heart Institute to raise awareness among Ukrainians about advancements in this field of medicine and to encourage donors to help save lives. The initiative’s crucial mission is reflected in its brand identity.

Since 2019, organ transplantation has been possible in Ukraine, with around 5,000 people requiring transplants annually. The situation is especially critical for pediatric transplants due to a lack of donors. In 2024, the Heart Institute launched «The Heart Beats» to educate people about medical advancements and encourage donor participation in saving lives.

Despite significant progress, awareness remains low, and many misconceptions and fears surround organ donation. People are often unaware that Ukraine’s healthcare system has the necessary resources to perform transplant operations and that there is an established legal framework allowing individuals to bequeath their organs for donation.

When a person becomes a donor, they often save multiple lives. This concept is visually represented in the initiative’s identity through interconnected lines and pathways, forming the shape of a heart.

The creative team developed a minimalistic and simple infinity pattern to symbolize life’s continuous journey. These lines represent paths taken by individuals, emphasizing that as long as a heart beats, life continues. Anyone can help extend this line of life – not only for others but, in a way, for themselves as well.