Developing the Identity and Communications for the “From Store to the Front Line” Project

What was u.comms tasked with?

EVA retail chain and the Dignitas charity foundation launched an initiative to collect hygiene products and donations to support the creation of mobile shower and laundry units for soldiers on the front line. The u.comms team was tasked with developing the initiative’s communications concept from the ground up – from naming and visual identity to media support.

Key objectives

• Naming and tagline: Create a memorable name and tagline that convey the shared contribution of shoppers, businesses and donors.
• Visual identity and POS materials: Develop a visual identity for use across EVA stores and on a dedicated project page on the EVA website.
• PR and outreach: Build a media map covering relevant regional and national outlets and identify a group of bloggers to help promote the initiative.

How did we bring the “From Store to the Front Line” project to life?

The project started with a brainstorming session and the development of a visual and messaging concept that clearly communicated why everyday comfort and hygiene matter for people serving on the front line.

• Naming – “From Store to the Front Line”: The name highlights the direct path of support from a shopper to a service member on the front line.
• Tagline – “Clean. Recover. Prevail.”: The tagline captures the core message: helping defenders restore their strength by taking care of their basic comfort and well-being.
• Visual concept: We developed a winding line motif symbolizing both the journey of the mobile shower and laundry unit and the movement of water. The visual language incorporated a camouflage vehicle, water patterns and hygiene products.
• Rollout across EVA stores: The campaign’s visual and messaging materials were deployed across EVA stores in 17 regions of Ukraine and on a dedicated page on the EVA website featuring detailed information about the initiative and an option to make a donation through the Dignitas website.
• Media and influencer outreach: We developed a regional media map based on relevant local outlets and engaged opinion leaders to promote the initiative on social media.

What results did the campaign deliver?

Thanks to the new visual identity and strategic communications, the “From Store to the Front Line” initiative launched successfully and continues to operate as an ongoing project, helping provide service members with access to showers, warm water, and laundry facilities, including during the winter months.

People can support the initiative by purchasing hygiene products at participating EVA stores (store locations are listed here) or by making a donation toward equipping a mobile unit through the Dignitas website.

Key results: