The Rear Echelon campaign

Тиловики 2.0 (“The Rear Echelon”) is a social project aimed at raising funds for the Ukrainian Armed Forces Azov brigade. The project was created to allow any Ukrainian citizen to contribute to fundraising and engage their audience in the cause. People from all cities in Ukraine, with various professions, ages, and social statuses, come together for a common goal and successfully raise millions to purchase armored personnel carriers (BTRs) for their defenders.

On their website, creative studio 2KA write about design following the campaign goals:

In the second round of fundraising, the stakes increased. This time, the team aimed to raise 77.7 million hryvnias to buy five M113 (armored personnel carriers). To achieve this, it was necessary to involve more people and attract companies and businesses. For this purpose, we created a flexible design system in which each card differed slightly from the previous one in terms of layout. We also introduced the possibility of conducting team fundraisers, joining other people’s teams, and collecting smaller amounts.

For the design of the logo, social media pages, and merchandise, 2KA chose to work with KTF Compact from Kyiv Type Foundry. The informational content is set with Murs Gothic by Maxym Kobuzan.

Creative direction: Vika Moskofidi, Danya Nesterevych
Design: Vika Moskofidi, Danya Nesterevych, Sima Shpin