Sport Zihrivaie

Charitable foundation brand development

Sport Zihrivaie – (ua. Спорт зігріває, lit. Sport that Warms Up) – is an initiative of the “Ukrainian Sports Standards” charitable foundation supported by the Italian brand of sports equipment Macron.

The main purpose was to raise funds and equip as many Ukrainian soldiers as possible with thermal underwear and help them survive the winter.

Here's what we did:

Positioning

Naming and slogan

Brand identity

Positioning

Research revealed an interesting fact. Before the war, fans supported athletes, cheered for their favorite team, and expected victories in sports. After the war started, the situation changed. Now, athletes organize charity matches, hold meetings, and support fans, many of whom have joined the military.

This formed the basis of the Boomerang positioning. Previously, fans supported athletes to achieve victory in sports, and now athletes support fans to win the war.

The key message in communication

Our goal is to unite people around sports and use all the media levers of ambassadors to raise funds and new donors, which will be followed by partners and brands. We want our defenders to keep their as*es warm.

Brand identity

The logo of two boomerangs symbolizes mutual assistance and the fact that good always comes back.

We also suggested creating a National Donation Team. And to recognize all those involved in the project with symbolic chevrons and stickers with the number 12, because fans are called the “12-th player” in football.