Champions make changes: Taktika has updated the Elina Svitolina Foundation

Creative agency Taktika has rebranded the Svitolina Foundation. The charity project of Ukraine's top tennis player got a bright new look, slogan, and mascot. The changes are intended to draw more attention to Ukrainian tennis and raise funds for its development from international and Ukrainian partners.

"This year, the foundation celebrates its 5th anniversary. We have significantly expanded our programs and actively cooperate with Ukrainian and international partners. And most importantly, we have plans and ambitious goals. Our team felt we needed changes reflected visually and communicatively. We shared our vision with the Taktika team and are happy that our cooperation has resulted in such a great outcome," commented Anna Popovchenko, director of the foundation. 

Taktika developed a new logo, colors, slogans, and a mascot for the foundation. The task of the creatives was to update the identity and turn the foundation into a modern sports brand that will resonate with everyone: from child athletes to large organizations, potential donors, and the sports community.

The agency developed a recognizable logo, some elements of which repeat the shape of tennis balls. The Svitolina Foundation has its mascot, the tennis ball Svito. The foundation also received new bright colors to help it become closer to a younger audience but remain relevant to the sports community and donors.

Typography became one of the important elements of the new identity. The Taktika team chose a font that makes communication accessible on various media: the website, social media, and printed materials. 

"We are very pleased that they trusted us completely. We collaborated with a top-level sports star, but the process felt very simple and open. The foundation's team was so sincerely impressed with the result and the identity they created together that they applied the new logo to Elina's playing sneakers. Now, a piece of our design will be seen on all the major courts and tournaments worldwide," says Ilya Pochkun.

The global goal of the Svitolina Foundation is to bring Ukrainian tennis to a new level. To be champions not only on the court but also in implementing changes in Ukrainian sports generally. Taktika added this core message to its laconic slogan: "Champions make changes." 

The Svitolina Foundation is a charitable organization that has been working hard since 2019 to identify and support young talent and create the right conditions for them for the future of Ukrainian tennis. In total, more than 1000 participants have taken part in the foundation's programs. After the start of the large-scale invasion, the organization launched new areas of activity: assistance to athletes and their families fleeing the war, a psychological support program for athletes, sports diplomacy, and a series of tournaments with grant support for Ukrainian children.

Taktika is a creative agency that makes clear and noticeable advertising. The agency cooperates with national and global brands, including Prom, PrivatBank, Favbet, and MasterZoo, and has been recognized by the Red Dot Design Award and Golden Drum.

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