Inspired by the Aspen concept: how Havas Village created an identity for Community and events of the Aspen Institute Kyiv

Sometimes a single event can change your outlook, inspire new achievements, and encourage you to implement ideas. Natalia Morozova, managing partner of the advertising and communications group Havas Village, says that the “Business and Society” and “Responsible Leadership” seminars for members of CEO Club Ukraine, were such a moment for her.

Natalia mentions that after the seminar, she felt a sincere desire to contribute to the development of the Aspen-community, an association of active graduates of the Institute. That’s why the Havas Village group set about creating a logo and corporate identity for the Community. “I felt that this project was a chance to say thank you for the experience I had gained,” Natalia admits.

Natalia identified clear and open communication with the team as a critical factor in the project’s success. The Havas Village team demonstrated a high level of responsibility and inspiration, presenting multiple identity options, conducting team meetings, and seeking the optimal representation of the Сommunity’s symbols. “The objective was to create a logo that would subconsciously convey the organization’s identity as the Aspen Institute Kyiv, symbolizing dialogue and diversity”.

The Aspen-community identity is just one example of the agency’s collaboration with the Institute. Last year, Havas Village formed a creative partnership with the Aspen Reunion, an annual gathering of the Aspen Institute Kyiv alumni focused on marathon sustainability. This year, Havas Village developed the identity for the Ukrainian Action Forum – 2024. Additionally, the Havas Village team created digital and print materials for the forum and became a creative partner of the event.

Havas Village is committed to engaging in various social initiatives. From the first day of the full-scale war, they launched information campaigns to counter disinformation and PSYOP of Russia, as well as to inform international partners about the situation in Ukraine. In the spring of 2022, Havas Village Ukraine established medical and emergency funds to support the team in challenging circumstances. In 2023, Havas Village established their own charity foundation, AIDA, with a focus on providing humanitarian aid to civilians and the military affected by the war.

We are pleased to see that graduates of the Aspen Institute Kyiv seminars are able to draw inspiration for new activities. This is an example of how dialogue and diversity of opinions can be effectively applied in new projects that have the potential to drive positive change in society.