Graphic design studio by Yurko Gutsulyak

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18th Chestnut Run




Client:
DIALLA Communications

Area:
Sport event

Year of creation:
2010

Art director:
Yurko Gutsulyak

























The Chestnut Run is an annual sport and charity initiative that opens the Day of Kyiv celebrations and takes place every last Sunday of May on Maidan Nezalezhnosti. The funds raised within the project go towards the Infant Cardiology and Cardiac Surgery Center of the Ministry of Health of Ukraine to purchase the necessary equipment and medications.

The Chestnut Run is
— one of the most significant charity events in Ukraine
— sport competition included in the program of the State Sports Committee of Ukraine
— a festive event for the entire family

Task
To develop the visual strategy for a sporting event — the 18th Chestnut Run. The elaborated concept should combine Sport, City of Kyiv, Celebration, Family, and Society. The style should be easy to adapt to a wide range of communication components of the project. These are the promotional products — boards, city lights, posters, printed media, flyers; business and representative documentation — folders, leaflets, letterheads; the Internet – official website of the Run, banner advertising; souvenirs – number plates for the runners, CDs, and the traditional T-shirt souvenir. The T-shirt is assumed to be a fan-club attribute, which many participants collect from year to year.

Solution
The unique feature of the 18th Chestnut Run corporate identity is that using the simplest elements — both for human perception and graphics — we managed to create a vivid image and convey the very idea and atmosphere of the campaign. We have not invented anything new but merely showed something that people started to ignore: Kyiv in May and sincerity of human intentions.
The colors we used are the blue spring sky, the young green leaves, and the chestnut trees' pink flowers.
The pattern of equilateral triangles is a distinctive method of the graphical interpretation of the chestnut candles. Throughout history, the chestnut tree became an integral part of the recognizable symbols of our city. The same pattern is often used on the soles of athletic shoes.
Andriy Shevchenko's Oksana font is quite Ukrainian and incredibly humane. The designed style is very flexible, versatile, and lively. It does not limit but opens new opportunities.
The T-shirt depicts the Chestnut Run's traditional route – Maidan Nezalezhnosti, Bessarabska Square, Leo Tolstoy Square, the Republican Stadium, and back.

Result
For the first time in 18 years, the Chestnut Run campaign got a bright, memorable image that attracted attention and created a cheerful spring mood for the Run's participants as well as for the residents of our city. As planned, the T-shirt became a collector's souvenir desired even by people unrelated to the Run. In one day, the Chestnut Run 2010 set two Records of Ukraine. During the 18th sports and charity Chestnut Run, there were launched the record number of air balloons in the country, and the event itself became the most significant sports and charity campaign in Ukraine. 

Awards :
SILVER — Popok (Armenia), 2010, the Graphic Design Category 
SHORTLIST — KAKADU Awards (Ukraine), 2011, the Design Categor
SHORTLIST — KIAF (Ukraine), 2011, the Communication Design Category



See next work:
Logo, Identity / Design Shop oooo.com.ua

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