Background

Kremenchuk is a city with potential and ambitions that have not yet been fully unlocked.

The city has a rich history, but it is little known to the general public. Local residents love their city, but this love is often limited to everyday things and does not go beyond Kremenchuk.

The goal was to create a recognisable visual identification system for the city that would help promote its key areas: business in Ukraine and abroad, attract investors, increase tourist attraction and strengthen the local identity of citizens with their city.



Research

We started by collecting and analysing data from various sources to form a comprehensive vision.

We learned a lot about the city’s history: Kremenchuk is a ‘fortress city’ located at the intersection of historical nomadic, trade and travelling routes; the capital of the Chumak people. We learned about the Cossack Kremen and the legend of ‘Kremen! Have you heard?’. We learned about the granite rapper and, of course, about the legendary pike from Kremenchuk.



Analysis of media perception

From social media, we learned about the ambition of the locals to become a regional centre and the constant competition with Poltava



  • Oleksiy

    But Kremen is a cool city! I'm proud of my beautiful, chic Kremenchuk!

    8
    7 d. Like Reply
  • Dmytro

    I lived in both Poltava and Kremenchuk... In Kremenchuk, 50% of the industry of the entire Poltava region is concentrated. In summer, Kremenchuk is a Ukrainian resort town!

    10
    4 d. Like Reply
  • Natalia

    Why is it still Poltava region, not Kremenchuk?

    3
    2 d. Like Reply

Quantitative research

Then we conducted a quantitative survey of 3,167 people about the city’s strengths and weaknesses, associations with the city, and learned many other interesting things.

The form consisted of 89 questions, and their logic changed for different categories of people.



  • Opened the survey

    5,094

  • Percentage of completions

    62.2%

  • Filled in the survey

    3,167

  • Time to fill in the form

    22:12

Stories or symbols associated with Kremenchuk

  • Kryukiv bridge

  • Have you heard of Kremen?

  • Cossack past

  • Fortress

  • Flint-stone

  • KrAZ, car-building and others

  • ‘Pike from Kremenchuk’

  • Dnipro River

  • Trolleybuses

  • Peace gong

  • Grisha the stork

  • Geographical centre of Ukraine

Describe the city of Kremenchuk in three words

  • Green
  • Youth
  • Industrial
  • Beautiful
  • Clean
  • Native
  • Beautiful
  • Cosy
  • Comfortable
  • Modern

Colours associated with Kremenchuk

  • Blue
  • Light Blue
  • Yellow
  • Green
  • White

Key strengths

  • Industry and businesses

    Industry and enterprises are the most frequently mentioned strengths of Kremenchuk. About 40% of respondents named the industrial potential, the presence of a large number of plants and factories as the main strength of Kremenchuk.

  • Geographical location and infrastructure

    The second most popular factor was mentioned by about 22% of respondents. These include: location in the centre of Ukraine, near the Dnipro River, and a well-developed transport network.

  • People and community

    About 15% of respondents see the main strength of Kremenchuk in its residents - their hard work, patriotism, cohesion, creativity, etc.

What the city can become in the future when it unlocks its potential

  • Industrial / industrial centre

    This is the most common opinion, as the city has many enterprises that can give impetus to economic development and job creation.

  • City of innovation / start-ups / technology

    For some, Kremenchuk is seen as a future centre for innovative start-ups and technologies.

  • Regional centre

    Many respondents believe that Kremenchuk deserves the status of a regional city.

  • Tourist / resort town

    Given its location near the Dnipro River and the potential for developing various types of tourism.

  • Cultural / educational centre

    The city could develop these industries and become a centre for attracting young people, students, etc.

  • Logistics / transport hub

    Thanks to its favourable geographical location.

Qualitative research

We organised in-depth interviews with 10 participants from different socio-demographic groups.

The in-depth interviews were conducted with participants representing different socio-demographic groups of the city, including students, city researchers, public figures, entrepreneurs and local residents.

Each of them was organised in such a way that respondents could freely express their thoughts and feelings.

  • It's great that when I go down the subway in Kyiv, I see a Kremenchuk carriage. We definitely have something to boast about.

    — Artem

  • A city for relaxation. It is active, but there is no buzz like in big cities. I personally spend 80% of my time on the beach

    — Anna

  • The cultural potential lies in the fact that Kremenchuk has a fairly rich history, at least the Cossack one

    — Marco

  • The Dnipro is the very top of the list. And this legend that we have the longest beach. The cool thing about Dnipro is that there are many islands

    — Dmytro

  • I left Kremenchuk because it was very sad, boring and generally a rather depressing city... I wanted to find a new breakthrough, some more European values. I went to Lviv to get my degree. And then I realised that I still really love my hometown. There is so much there... and I really didn't want to lose it, because the city has a huge potential, but it's just that few people see it

    — Mark

Discussion with the community

An important part of brand development was discussing the research with the city’s community. A working group of representatives of the city council, entrepreneurs, public figures and volunteers was assembled.

The working group discussed important aspects of the city that should be reflected in the future branding of the city.

The OCB team also conducted an independent study of the city to feel its atmosphere and convey it in the branding.

‘The city has really great potential – beautiful beaches on the Dnipro, clean, quiet. A very pleasant feeling’



Brand identity

Positioning

Kremenchuk is a city that the locals affectionately call ‘flint’.

And this is no accident, because the character of the city and its residents resembles this strong stone in many ways. It is able to withstand any challenges.

And the ideas, energy and enthusiasm of the city’s residents become the driving force behind development in various areas: economy, culture, education, and technology. Each such spark has the potential to burst into a bright flame, lighting the way to the future.



Symbol

The symbol is based on the city's coat of arms, but it is embodied in a minimalist style that reflects the main symbols and characteristics of the city in a modern and stylish way.

The minimalist approach allows the logo to be versatile and easy to use on various media, such as paper, websites, posters, clothing, etc.

Logo

Horizontal format

Main

Vertical format

Variability

English version

Variability

English version

Variability

Colour palette

For registration

Colour combinations

  • Anti-flash White

  • Blue de France

  • Oxford Blue

  • Black

Font to logo

Country Ukraine

Font author Ivan Tsanko-Khlibovich

Year 2022

Work Sans is a universal sans serif font with a basic set of Latin and Cyrillic characters.

Font for media design

A modern typeface. Montserrat has a clean, modern look and is characterised by its simplicity and clarity.

Country Argentina

Font author Julieta Ulanovsky, Sol Matas, Juan Pablo del Peral, Jacques Le Bailly

Year 2010 - Present day

Montserrat Regular

M Regular

City on the Dnipro River

Montserrat Bold

M Bold

Kremenchuk: A picturesque land with a rich history and modern development

Montserrat Medium

M Medium

Although Kremenchuk is often perceived as an industrial city, it also attracts with its scenic beauty and cultural richness. Located on the banks of the Dnipro River, this major regional centre of Ukraine offers a rich range of experiences for travellers and locals alike.

Kremenchuk is famous for its history, which dates back over a thousand years.

Anatomy of icons Grid 11х11

Line thickness 1х1

The icon system was developed to create a unified visual style for the city, which is combined with the main identity.

These icons can be used for city navigation, identification signs that will simplify the search for bus stops or city attractions.

Icons can be used in the following materials:

  • Navigation poles
  • Tourist booklet
  • Public transport stops
  • Navigation in the middle of the event
  • Tourist spots
  • Signs for business meetings

Symbols of the city

  • Kryukov bridge

  • Sign at the entrance

  • Gong of peace

  • The observation wheel

  • Grisha Stork

  • Flint stone

  • Monument to plumbers

  • Kryukov pigeon

  • Light and music fountain

  • The heart is the Wedding Palace

  • Lover's Island

  • Fortress

  • ‘Pike from Kremenchuk’

  • Embroidery on the squarec

Business

  • International market

  • Statistics

  • Structure

  • Target

  • Statistics

  • Statistics

  • Briefcase

  • Cart

  • Announcements

  • Documents

  • Confirmation / Consent

  • Cancellation

Industrialism

  • Mechanism

  • Industrialism

  • Protective helmet

  • Tiles

  • Fencing

  • Barrel

Water / Port

  • Dnipro River

  • Steering wheel

  • Anchor

  • Ship

  • Boat

  • Boat

  • Life preserver

Culture

  • Flag

  • Kozak

  • Mace

  • Coat of arms

  • Wreath

  • House

  • Church

Transport

  • Bicycle

  • Stop

  • Trolleybus

  • Bus

  • Shuttle bus

  • Shuttle bus

  • Shuttle bus

  • Car

Navigation

  • Human

  • A person with a disability

  • The point of indestructibility

  • Park

  • Historic buildings

  • Museums

  • Monuments

  • Charging station

  • Person - Running

  • Exit

  • Public toilet

  • Woman

  • Male

  • Hotel, hostel

  • Cafe

  • Bar

  • Restaurant

  • Shop

  • Pharmacy, Hospital

  • Doctors

  • Wi-Fi

  • Car park

  • Information board

  • Navigation around the city

  • Photo zone

  • Post office

  • Coordinate, location

  • Navigation arrow

  • Navigation arrow

  • Navigation arrow

  • Navigation arrow

  • Navigation arrow

  • Navigation arrow

  • Navigation arrow

  • Navigation arrow

Styles

Three-dimensional graphics

  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-01.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-02.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-03.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-18.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-06.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-04.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-05.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-14.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-07.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-15.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-11.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-10.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-13.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-16.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-09.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-12.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-21.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-17.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-08.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-23.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-22.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-19.png
  • https://kremenchuk.ocb.works/wp-content/uploads/2024/05/K3D-20.png

You can play with any shape.

Identity

The team

Project team
«OCB Agency»

  • Kirill Onatsky Project manager
  • Margarita Garyazha Art director
  • Daria Markova Strategist and researcher
  • Mykola Ganysh Chief designer
  • Maria Vasilenko Brand strategist
  • Kateryna Mokrovolska PR manager
  • Yevhen Shvets Video maker
  • Daria Matviychuk SMM manager
  • Marian Slabopshytskyi Operator
  • Daria Babliak Assistant
  • Nika Sin Copywriter

The composition of the working group and the KP team ‘Kremenchuk Development Institute:

  • Yuriy Hrytsenko
  • Ruslan Protsenko
  • Tatiana Proshakina
  • Maria Buriak
  • Irina Vologodskaya
  • Marina Demian
  • Mikhail Zagirnyak
  • Sergey Kaptan
  • Oleg Kolesnikov
  • Vitaliy Kotlyar
  • Andriy Melnyk
  • Evgeny Perevozentsev
  • Svetlana Puchuta
  • Olga Ponomarenko
  • Olesya Razumna
  • Serhii Sytnyk
  • Vitaly Smirnov
  • Natalia Yushchenko

Project moderator
from GIZ

  • Natalia Mala Project moderator

Researchers

  • Olivia Kapatiya
  • Artem Ryasa

Documents for download

https://kremenchuk.ocb.works/wp-content/uploads/2024/05/partners.png

The website has been produced with the support of the EU4Business: SME Recovery, Competitiveness and Internationalization Programme, co-financed by the European Union and the German Government and implemented by the German Federal Agency Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.

The contents of the site are the sole responsibility of OCB Agency and do not necessarily reflect the views of the European Union, the German Government, or GIZ.

    Ok, let’s do it 🚀