More than 550,000 people with disabilities live in Belarus and seek active lives, vivid experiences and freedom of movement. Alfa Bank expanded the traditional sponsorship model by adding lifestyle, equal opportunities and the energy of adventure. The bank developed and transferred a new brand system to the project free of charge, connecting its mission with the “For Those Capable of More” philosophy.
Problem
The project needed a contemporary, coherent visual language that would convey the energy of long-distance road trips and show that every participant is capable of more. The task was to create the identity, make the project more visible in media and social networks, and brand the cars, merchandise, social content and documentary materials. The project also needed a distinctive identity to help attract current and potential sponsors.
Solution
The identity was built around the metaphor of the road. A flexible graphic line symbolized movement, connected points on a map and became the basis of the logo, patterns and image graphics. Alfa Bank developed and implemented a comprehensive brand system: Line philosophy: three line weights — dense for backgrounds and panels, medium for routes and supporting elements, and thin for accents — plus hand-drawn lines for outlining silhouettes in photographs. Logo and palette: full, wordmark and symbol versions; turquoise as the project’s primary colour, blue as the colour of freedom, sky and water, Alfa Bank red, and gradients combining blue, turquoise and white. Typography and patterns: Avenir Next for clear layouts, Kontrabanda for accents, a pattern based on the stylized word “Special,” arrows, location markers and the hashtag #дружбанаколесах. Applications: project cars, clothing and accessories, social-media templates and documentary visuals. The system was designed for consistent use across physical and digital channels and to remain useful to the project after the partnership ended.
Results
A complete brand system was developed and implemented. It united the project’s mission with Alfa Bank’s philosophy and created a single visual language for the project’s physical and digital assets.
