Coca-Cola Belesteri (CCB): Empowering Women, Building Futures

Coca-Cola Belesteri (CCB) is a high-profile educational initiative in Kazakhstan, supported by the Coca-Cola Foundation, aimed at empowering rural women with entrepreneurial skills, social media literacy, and business fundamentals. The program includes training, resources, and a competition for the best business plan, helping women launch their ventures while celebrating their achievements on a national scale.

The project involved creating a cohesive visual identity for CCB and its three sub-programs, revamping the website and educational platform, and producing design collateral for events, social media, and outreach campaigns. The design challenge was to balance bold, modern aesthetics with accessibility, ensuring the platform effectively served its target audience with low computer proficiency.

Visual Identity: Developed a bold, mono-color branding approach for each sub-program, creating strong visual cues and fostering instant recognition

UI/UX Design: Designed an intuitive educational platform tailored to rural users, featuring straightforward user flows and a self-explanatory interface

Website Redesign: Transformed the CCB website into a multi-functional platform combining information, education, and a marketplace showcasing past winners' businesses

Event & Print Collateral: Designed materials for national conferences and regional events, ensuring consistent brand representation across formats

The pre-existing Coca-Cola Belesteri primary logo was updated as part of this brand refresh to follow the new, modern, clean typography direction while maintaining a clear visual link to the Coca-Cola Foundation throughout.

New secondary logo-abbreviature, CCB, was introduced and used extensively throughout the project's online and offline presence, seamlessly tying together the old and new phases of the branding and supporting the project's individual learning programs' branding.

In 2024, Coca-Cola Belesteri introduced three new educational programs:

Business Qymyz: Focused on providing foundational business education to rural women in Kazakhstan.

Business Orken: Designed to support and educate entrepreneurial youth.

Business Turar: A mentorship-driven incubator offering one-on-one guidance for startup projects.

Each program was branded in line with the updated visual identity of Coca-Cola Belesteri. This included the creation of tailored logo suites, bold and harmonious color palettes for strong visual distinction, and cohesive templates for social media and presentations. Together, these elements ensured consistency while allowing each program to stand out within the broader initiative.

The branding of these programs seamlessly extended to the redesigned website and educational platform, where each initiative was visually represented with its unique identity. The platform incorporates intuitive user flows, bold design cues, and program-specific content, creating a unified yet distinctive experience for learners. This integration reinforced brand recognition, making it easier for users to navigate and engage with the programs while staying aligned with Coca-Cola Belesteri's mission of empowerment and education.

Coca-Cola Belesteri's social media presence was established across multiple platforms, including Instagram, Facebook, YouTube, VK and Telegram, ensuring broad outreach and engagement. Custom-designed social media banners were created to clearly communicate the project’s key visuals while maintaining readability across all devices. To streamline on-brand posting, a comprehensive set of templates was developed in each program's unique color palette. These templates included wide-format posts, various layout options, Instagram stories, and standard posts, providing flexibility and consistency for visually impactful content across all platforms.

As part of the project, a wide range of supporting materials was developed to enhance communication and marketing efforts. This included educational presentations, pitch decks, advertisements, banners, and various day-to-day marketing collateral. These assets were designed to align with the project’s visual identity and meet the diverse needs of the Coca-Cola Belesteri team, ensuring a consistent and professional brand presence across all mediums

The 2024 CCB Winner’s Award Ceremony was a centerpiece of the VII Republican Forum of Kazakhstan Rural Women, held in Astana. This annual event brought together women leaders, government officials, NGOs, and international organizations to celebrate rural entrepreneurship and women’s empowerment.

This year’s forum prominently showcased the newly created Coca-Cola Belesteri branding, emphasizing the updated visual identity throughout the event. The bold and harmonious designs were featured across stage backdrops, signage, and presentation screens, creating a cohesive and impactful atmosphere. The branding also shone in the winner’s booth designs, where past recipients displayed their products, from sustainable agricultural goods to handcrafted textiles and modern interpretations of traditional crafts. The striking visuals helped draw attention to the program’s mission and reinforced its professional, cutting-edge image.

The forum highlighted over a decade of success, with CCB empowering nearly 100,000 women, facilitating the establishment of thousands of small businesses, and creating over 10,000 jobs. With its expanded initiatives in 2024 and its fresh, impactful branding, the program continues to lead in fostering entrepreneurship and economic independence for women and youth across Kazakhstan.

The revamped branding and platform positioned CCB as a cutting-edge initiative on the international stage. The educational platform offers a seamless learning experience, while the website celebrates the achievements of participants and connects them with supporters and partners. Through engaging visuals and an accessible interface, CCB continues to empower rural women to turn their ideas into successful businesses.

Under Brand Identity Sprint⚡️ for Coca-Cola Belesteri: 🤍 Logo Suite 🤍 Color Palette 🤍 Typography 🤍 Brand Manual Under Brand Identity Sprint⚡️ for Business Qymyz, Orken & Turar: 🤍 Logo Suites (x3) 🤍 Color Palettes (x3) 🤍 Typography 🤍 Brand Manual

Educational Platform UI/UX scope: 🤍 User Flow design 🤍 Wireframing 🤍 Low & High fidelity Prototyping 🤍 User Testing with focus groups 🤍 Development & deployment oversight As part of Social Media Kit: 🤍 Template range for Instagram (feed posts, stories, highlight covers, profile picture) 🤍 Social Media banners & profile pictures for Youtube, Facebook, VK and Telegram 🤍 Post templates for Facebook & Telegram Additional deliverables: 🤍 Website design 🤍 Print collateral design 🤍 Event & conference design 🤍 Learning material design 🤍 Pitch deck design 🤍 Social media ads