FOND NEEDS U

ClientFOND
Category A02. Rebrand / Refresh of an existing Brand
TitleFOND NEEDS U
Product/ServiceCHARITY PROGRAMMES FOR YOUNG CREATORS
Entrant RUPORT Krasnodar, RUSSIA
Idea Creation RUPORT Krasnodar, RUSSIA
Production RUPORT Krasnodar, RUSSIA
Credits
Name Company Position
Nickolay Andreyev Ruport Creative Director
Aleksandr Milyunas Ruport Art Director
Ksenia Kantsurova Ruport Copywriter
Aleksandr Manzhulov Ruport Animation

Background

FOND is a non-profit organisation. FOND discovers young creatives with daring ideas and helps them to participate in many international festivals of creativity. The objective was to develop the corporate identity of FOND and the guidelines for its use for various media. Corporate identity should attract maximum attention to the organisation and represent it at the Cannes Lions competition.

Describe the creative idea (40% of vote)

FOND discovers young creatives with daring ideas. Those who have desire to be discovered, to be foUnd. The task was to create FOND’s identity. What we decided — is to put “u” in FOND and create new meanings.

Describe the execution (40% of vote)

Our idea is to inspire creatives and sponsors at the early stage of interaction with FOND's identity. The message is as simple as that — only u can achieve those things you desire, only u can change the future of the creative industry. The dynamism of the identity allows us to find many variations of use, kinetic typography has a wide potential for creating inspiring, cutting-edge animations. FOND and “U” together create new message “FOND found u”.

List the results (20% of vote)

FOND received positive feedback from its audience—young creatives. According to FOND, the organization is now happy to have a young and modern image, the identity indeed symbolizes the vanguard of Russian creative industry. Corporate identity attracts maximum attention of the target audience and increases awareness about it. The identity will also be used to present organisation at the Cannes Lions 2020 competition.