«Vyatka Hills» is a series of races held in Kirov since 2016. It includes four events: «Begotnya, ” „Laskovy May, ” „Nochnaya Vyatka, ” and „Vyatka Hills.“ The project brings together runners of all levels and promotes an active lifestyle in the region.
The race routes traverse the city’s hilly terrain. This characteristic makes the festival unique among other urban and regional races. It is no wonder Vyatka is called the city situated on seven hills.
Task: To develop a single, vibrant, and dynamic design system that unifies all four races and establish a recognizable brand.
Each festival run is designated by its own pictogram, reflecting its unique characteristics. «Begotnya» is a circle, symbolizing the arena and cyclical movement. «Laskovyy May» is a flower, an image of spring and the start of the season. «Nochnaya Vyatka» is a star, referencing the night-time format of the run. «Vyatskiye Kholmy» is a sign shaped like the letter «X, ” the first letter in the word „holmy.“
During the runs, the signs come to life, and dynamic, vibrant hills emerge from them—a symbol of the city’s topography.
Arrows on the central hills allow for the transmission of movement dynamics even on static media, and they can also serve as directional indicators.
Gold / Students / Communication Design / Branding