Brand identity update and national-scale rollout for a pioneering women's entrepreneurship initiative in Kazakhstan, supported by the Coca-Cola foundation.

Coca-Cola Belesteri (CCB) is an award-winning program funded by The Coca-Cola Foundation in Kazakhstan. Its mission: to empower rural women and young entrepreneurs through education, mentorship, and business incubation. By 2024, CCB had supported over 100,000 women, catalyzed the launch of thousands of small businesses, and contributed to the creation of more than 10,000 jobs across the country.

I was brought on to lead the full-scale visual transformation of the initiative - crafting a modern identity system, intuitive educational platform, and cohesive communications ecosystem across web, social, and events. The challenge was twofold: elevate the program's visual language to match its impact and ensure that every touchpoint remained accessible to users with low digital literacy.

Building on the equity of the original Coca-Cola Belesteri mark, I introduced a modernized identity with clean typography and strong system logic. A new submark - CCB - was added to create visual cohesion across the digital platform and offline materials, allowing for seamless brand continuity across evolving campaign elements.

In parallel, I developed distinct but harmonized sub-identities for three newly launched educational programs:

Business Qymyz – Foundational business education for rural women

Business Orken – Entrepreneurial skills training for youth

Business Turar – A mentorship-driven startup incubator

Each program was assigned its own mono-color palette and visual assets, making the system scalable, easy to navigate, and instantly recognizable.

The CCB website was completely redesigned into a multi-functional platform combining program information, application portals, educational content, and a showcase of alumni success stories. I conducted UX research and led user testing with focus groups to ensure the experience was intuitive and accessible - even for users unfamiliar with digital platforms.

The final product features clear user flows, bold iconography, and a frictionless learning journey, empowering participants to engage confidently with the platform while staying anchored in a professional, aspirational brand world.

To extend the visual identity across public touchpoints, I created a comprehensive social media toolkit with branded templates for Instagram, Facebook, VK, Telegram, and YouTube. This included feed post systems, story templates, channel banners, and more - each customized by sub-program color palette to allow both consistency and flexibility.

I also designed full event systems for national forums and award ceremonies, including branded stage visuals, signage, print materials, certificates, and winner showcases. The new branding was featured prominently at the 2024 VII National Forum of Rural Women, broadcast on national television and attended by government officials, NGO leaders, and international partners.

The refreshed identity elevated CCB's profile both nationally and internationally, allowing it to be positioned not just as a charitable initiative - but as a strategic, scalable model for women's economic empowerment. The new platform design enabled broader accessibility, while the strong visual system helped unify and strengthen outreach across all digital and offline channels.

Master identity system + CCB secondary logo

Three program sub-brands with unique palettes and assets

Brand manuals for consistency across partners and outputs

Website redesign and deployment

Educational platform UI/UX, including user flows, prototyping, testing

Oversight of development handoff and QA

Social media suite: post templates, banners, profile assets

Event collateral for forums and award ceremonies

Print and digital learning materials

Certificates, pitch decks, ads, and day-to-day outreach tools