uk 
ru 
en 
Facebook 
Instagram Identity, brand strategy, advertising campaign
To say hello
- +380673177734
- info@beans.agency
- Zavodska, 31 (2nd floor), Lviv
Identity, brand strategy, advertising campaign
Idea
beans.agency
Managment
beans.agency
Earlier, we shared the story of how we created Lviv’s promo video and made it to the finals of the European Youth Capital competition (case). We didn’t win on the first try — but it happened.
In 2022, in the midst of the full-scale war, our TVORY! team decided that we had to speak on the international stage about the challenges facing Ukrainian youth.
As a result, we created the Freedom Guards project (read more here) — and eventually won the title of European Youth Capital 2025 for Lviv. We’re proud of it because never before had a city from a country at war achieved this victory.
Now we’re sharing how, after earning the title, we developed the visual identity, positioning, brand strategy, and communication campaign.
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.
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.
For this, we invited Franko to act as our copywriter. The “rock-breaking mode” is built into Ukrainians by default, so Franko’s words feel incredibly relevant — yesterday, today, and always.
We decided to hire the Kamenyar as our copywriter, and it turned out to be a perfect fit.
The video is in constant motion — and there’s a tram too.
As we joked in the team, it feels like we’re riding that tram all the time.
Something happens in it that makes you want to escape — but you can’t get off. And when the tram finally stops, it’s only so we can all push it together, keeping on breaking that rock even as chaos swirls around us. There’s simply no other choice.
Just a few months later, our first award arrived — Bronze at the ADC*UA Awards for this project. So yes, we successfully kept breaking that rock.
The following people worked on the video presenting the strategy for European Youth Capital 2025:
@tvory.lviv
Director @illia_halychanivskyi
Art directors @illia_halychanivskyi @on.misha
Copywriters Kamenyar і @vladamagotska
DOP/camera @yura_fedinchyk
DOP/gaffer @roman_petrusyak
Technical support @mcamera.rental
Light @taraskirichuk Zhora Sukhanov, Andriy Mykytyuk
Focus puller @dim.myslinchuk
Music&Sound design @ocean__t
Color @chernolyasov.color
VFX @paolo_impresso
Editors @on.misha @paolo_impresso
@urbancamp.lviv
@lvivelectrotrans
@lviv_university
@festrepublic
Today, Lviv — European Youth Capital 2025 is a fully-fledged brand…
A brand that inspires collaborations, sets its own goals and ambitions, and speaks not only to Lviv residents or those aged 18–25. It’s a brand that showcases the strength of Ukrainian youth and helps them keep moving — even when it’s truly, truly not easy.
