Brand Designer & Art Director shaping brands through systems and storytelling.
₴2.5M+
funds raised for impact
80+
community growth
10+
media coverage reach
4
years of development
Slobidska Kolyada — Cultural Charity Project
Slobidska Koliada is a volunteer cultural initiative founded in 2022 by a community of neighbors dedicated to revitalizing Ukrainian winter traditions while raising funds to support the Ukrainian army.
For centuries, winter ritual celebrations — caroling, Malanka performances, and seasonal theatrical processions — have played a central role in Ukrainian culture. These traditions combine music, craftsmanship, performance, and symbolic storytelling, creating a deep connection between people, nature, and collective hope for renewal.
The identity, titled “Christmas Guard,” bridges ancient ritual imagery with contemporary visual expression.
At its core are masks inspired by characters from Ukrainian winter ceremonies — symbolic figures representing transformation, protection, and renewal. Rather than recreating folklore literally, the masks were reinterpreted through the traditional vytynanka technique, where forms are constructed through layered cut shapes.
Each mask became both a visual symbol and an interactive element, allowing participants to embody different ritual characters and turning the identity into a participatory cultural experience.
The visual language balances darkness and light, reflecting the symbolic cycle of winter traditions.
A deep, dark palette evokes the long winter night, while bright masks and red-orange accents represent warmth, energy, and the victory of light over darkness. Green introduces the anticipation of spring and renewal.
The modular mask system enabled flexible storytelling across posters, social media, performances, and community participation. Through a gamified approach, supporters could adopt visual identities themselves, transforming the audience into active contributors to the narrative.
Beyond graphic design, art direction extended into costume research, performance collaboration, and spatial atmosphere — ensuring visual consistency across rituals, digital communication, and live experiences.
The modular mask system enabled flexible storytelling across posters, social media, performances, and community participation. Through a gamified approach, supporters could adopt visual identities themselves, transforming the audience into active contributors to the narrative.
Beyond graphic design, art direction extended into costume research, performance collaboration, and spatial atmosphere — ensuring visual consistency across rituals, digital communication, and live experiences.
As Art Director and co-creator, I led the initiative’s creative direction, defining naming, strategy, visual identity, and campaign communication each year.
My role spanned concept development through execution — coordinating designers, performers, and production teams while shaping the narrative and emotional atmosphere across all touchpoints.
RESULTS
Through a community-driven and gamified visual approach, the project engaged 80+ collaborators across social platforms and local events.
Over four years, Slobidska Koliada raised ₴2.5M+ for the Armed Forces of Ukraine, turning cultural storytelling into measurable social impact. The initiative received coverage in 10+ media outlets, including The New York Times, bringing Ukrainian winter traditions to an international audience.
The project demonstrates how design can operate not only as communication, but as cultural participation — connecting heritage, community, and collective action.
CREDITS
Art Direction: Dmytro Shelestynskyi, Anya Yashenko
Design: Dmytro Shelestynskyi, Anya Yashenko
Creative Direction: Dmytro Shelestynskyi
Copywriting: Dmytro Shelestynskyi
Photo: Yevhen Borysenko, Krieger_ph