Identity for the X5 Group charity foundation
"Vyruchayem" is a charity foundation of X5 Group, created to provide effective and systematic assistance to those in need. The foundation will solve social problems (from providing food aid to creating a safe environment) using the infrastructure, experience and technologies of X5 and its partners, uniting different stakeholders on its platform.
The corporate style of the foundation had to be different from the style of the parent brand, but remain within the framework of the entire ecosystem.
The green leaf, along with the black and green corporate colors, refers to the logo and identity of the parent brand X5 Group. The remaining components of the visual style of X5 Group are taken as a basis, but slightly modified. For example, in the foundation's identity, the additional X5 palette has become lighter and pastel, the illustrations have had their outlines removed and a craft texture added, and the style-forming squares have been rounded. All these adjustments differentiate the appearance of "Vyruchayem" from X5, making it more empathetic.
As part of the project, the LINII team developed the look-and-feel of the site and UI kits, as well as templates for communication media, presentations, and merch.
Dmitry Burenko, Development Director and Business Partner at LINII: "We have been working with X5 Group since the rebranding, that is, for several years now. And, of course, we warmly welcome our client's new initiative — to build a professional and effective direction of charity through the creation of a foundation. We were especially pleased to work on this project, to look for a solution for it within the perimeter of the X5 Group ecosystem, to participate in the creation of a brand that will change the world for the better."
