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Identity, brand strategy, advertising campaign
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beans.agency
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beans.agency
Not on the first try, as we initially planned, but it finally happened. And we are proud because this victory is truly unique—never before has a city from a country at war won this title.
We’re sharing how we got here and what the brand looks like today.
The year is 2022. Full-scale war is raging. The title of European Youth Capital seems far from a priority. But then, the TVORY! team asked themselves:
“If we have the opportunity to speak on the international stage about the challenges Ukrainian youth face, why should we stay silent?”
So we started speaking up, taking action, and preparing.
They can cut off our electricity, but we still see who the real enemy is. Missiles and drones target us daily. We face bombings, fear winter without heat, homelessness, and the loss of loved ones. But we keep fighting because freedom runs in our blood.
Each of us are freedom guards.
Everyone who continues to defend, work, volunteer, create… live.
This was the message of our video, our speech, our entire campaign. It’s hard to call it a promotional video because every frame was real. Every person played their actual role, doing what they do every day, living their lives in wartime. Just as it is.
Lviv is all about lions—big lions, little lions, lion-themed brands, and lion-inspired names. And who are we to break tradition? Especially in Lviv. So instead, we reimagined this city symbol, making it stylish, modern, and, of course—youthful.
Back in 2021, we pitched Lviv with the slogan Easy to move. But just a year later, nothing was easy for young people in Ukraine. Still, movement was necessary. And everyone kept moving, no matter how hard it was.
From this everyday reality, a creative platform was born, along with the slogan for the European Youth Capital 2025: Not easy but move
We even created merch that people actually want to wear.
It collaborates with partners, sets goals, and resonates not only with Lviv locals or just 18-25-year-olds.
It’s a brand that showcases the strength of Ukrainian youth and helps them keep moving.
Yes, even when it feels impossibly hard.
