With Russia’s invasion of Ukraine in 2022 the organization, the Russian American Business and Culture Council, was in sudden need of a new brand identity. As a group dedicated to fostering education, events and citizen diplomacy between the West and the former Republics of the Soviet Union, a delicate and inclusive approach to rebranding was especially important. After raising a giant Ukrainian flag and making its position in support of Ukraine clear, the organization was renamed East-West Connections and called on us for a new brand identity.
We decided broad representation was the best strategy going forward. So the logo is made up of the colors of the flags from each new country of the former Soviet Union. The circle represents their continued equal seats at the “cultural round table.”
Clients were overjoyed by the reception of the new identity. Even their Russian language specialists were pleased with the bold compromise and total inclusion of all the stakeholders. In a year where the board expected financial support to drop severely, they were able to maintain their annual budget and no programs had to be dropped.