2–3 visual concepts, a brief explanation of the idea in 1–2 paragraphs. Examples of adaptation: poster, social media, website.
Concept: “People who create life despite everything” or “Life continues because we do”
Key idea (core concept)
The visual should convey:
Ukraine as a living force — people who continue to create life during the war.
This is not about war as an event.
This is about the people who remain and do their work every day.
Main meanings to convey
Continuity of time (since 2022)
The feeling that war is not a separate period, but a state that continues. Time is “blurred,” but life does not stop.
👉 Visually:
People as the foundation of the country
Not heroes from posters
But ordinary people who:
👉 Important:
this is not pathos, but dignity through simplicity.
Creating life despite everything
Key message:
“We create life, even when it's hard.”
Authenticity and roots
Connection to ancestry, land, culture
Ukraine as a deep inner value, not a declaration
👉 Visually:
hints of tradition (but modern, without clichés)
depth, not superficial patriotism
Generations and continuity
👉 Possible images:
multilayered silhouettes
interweaving images
“chain of life”
The state of Ukrainians
There is fatigue, but there is also strength
There is pain, but there is also humor
There is fear, but there is also action
👉 Tone:
not dramatic
not tragic
strong, alive, resilient
Mood: major, not minor
Critically important:
This is not about pain. This is about strength.
👉 The visual should be:
bright or contrasting
with a sense of energy
not depressive
Emotion that the visual should evoke
After contact with the visual, a person should feel:
WHAT NOT TO DO
❌ Direct military images:
weapons
explosions
destruction
❌ Tragic or depressive tone
❌ Excessive pathos and “poster-like”
❌ Clichés:
WHAT CAN BE USED (directions for search)
A person as a central image
Hands (as a symbol of action, creation)
Light (as life)
Body (connection to medicine)
Textures (skin, fabric, earth)
Multilayeredness (as a metaphor for time and generations)
Style (guideline, not limitation)
Connection with ICAMPSThe visual should emphasize: