Brand Development for Hurtom ta Vshchent Podcast

Hurtom ta Vshchent ("Together and Beyond Repair") is one of Ukraine's most recognized podcasts.

Hosted by Serhiy Prytula—founder of one of the country's largest wartime charities—alongside comedian Anton Tymoshenko, it does something critical: gives people relief from the stress of war while raising money for defense and recovery.

The foundation has mobilized tens of millions of dollars. The podcast had built strong brand recognition.

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Ivan Vashets - Project Partner, Marketing and Creative Direction Mark Symkin - Team Lead Elza Berdnyk - Brand Design Iryna Weber - 3D Illustration

Logos got used inconsistently across platforms. No brand guidelines existed. The team had merch, but it was limited—no creative direction, no strategy for what to produce next.

This wasn't just a design problem. It was a missed revenue stream and a lost connection point with their most engaged audience. Fans wanted items tied to podcast moments, inside jokes, the hosts' personalities.

We spent dozens of hours watching the podcast. Studied Serhiy and Anton—their humor, their backgrounds, what fans actually respond to.

Brand Guidelines: Logo system, color palette, typography. Clear enough that anyone on the team can stay on-brand without needing design skills.

Visual Identity Updates: Redesigned the background neon sign. Built a new 3D video intro. Created multiple logotype versions and a logomark that works across contexts.

Merch Strategy: Pulled concepts directly from the podcast itself. Pitched ideas rooted in specific moments, recurring jokes, and the personalities people tune in for. Worked with the foundation's team to finalize what would sell and what could actually be produced.