NASHi.etc / Identity & Marketing case

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INTRODUCTION

NASHi.etc is an innovative cultural project in Kyiv, Ukraine. Founded in 2023 by my best friend Romana Isabella Soutus, it helps young independent theatre artists fulfil their most desired ideas on stage. And what's also important, NASHi.etc brings Ukrainian theatre to the world. Its values are based on independence, collaboration, DIY and storytelling.

Here's what Vogue wrote about NASHi👀

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The whole branding and design process took us 10 weeks.

Since then AGENCIA joined the project on full-time basis.

We do believe it's an outstanding and unique project and

we're extremely proud to give it our dedication.

IDENTITY

This is the main brand logo. It is based on a custom-made lettering and inspired by Ukrainian traditional motives combined with futuristic shapes and textures. Each letter is different but they also have something in common — a powerful personality.

Just like with NASHi. Inclusivity is the main idea: we all might be different, though there is a place for us to fit together and enhance each other’s qualities — and the place is called NASHi.etc.

PRINTED MATTER

"A Border-Crossing Cabaret" was the first show by NASHi.etc. And graphic design was a huge part of its promotion.

Each show attendant received an envelope with a ticket, two letters (one from the team, another one from NASHi's CEO Romana Soutus), as well as some stickers.

In total, there were more than 800 printed samples of each piece. Below you might see the prototypes vs printed originals.

Here's the opening of NASHi debut show - "A Border-Crossing Cabaret".

SOCIAL MEDIA APPEARANCE

Catchy design is one of NASHi's most powerful tools. And we made an emphasis on social media appearance of the brand, creating a deep, vibrant and dynamic picture. Digital presence is vital for staying in touch with the audience and engaging them to join the NASHi.etc community.

Here's the original Instagram concept that was designed prior to the brand's launch.

And here's where it went🌪

Eventually, we ended up with two different Instagram feeds: the one with the posts, and the one with the reels - that both have to be planned and designed carefully with the use of some Ukrainian black magic. Easier to see it with your own eyes actually.

GO CHECK NASHi INSTAGRAM YOURSELF

MARKETING

A wise marketing strategy is the key to achieving the best results in brand's performance. But only when it's followed carefully step by step.

Now we have a team of people involved in implementing the developed strategy: a copywriter, a photographer, a video editor, junior SMM, TikTok manager, Telegram manager and two talented PR specialists. And it goes pretty well actually!

We won't give out all the NASHi's strategical secrets, though we are glad to give you a sneak-peek and share some metrics that say it all. 🌚