LOGO DESIGN // IG: @mpz2023
МПЗ 2023
Міжкрайова Пластова Зустріч
INTERNATIONAL PLAST GATHERING | ROCK CREEK, OH
Project Overview
The Міжкрайова Пластова Зустріч (MPZ 2023) was an international gathering organized by Plast Ukrainian Scouting Organization, bringing together scouts and leaders from across the United States, Canada, and abroad for a week-long camp experience in Rock Creek, Ohio.
Held in August 2023 at Beaumont Scout Reservation, the gathering carried deep historical and emotional significance. One of its primary purposes was to mark the 110-year anniversary of Plast, founded in 1912, and to celebrate its enduring role within the global Ukrainian diaspora and scouting community.
Equally important, MPZ 2023 served as a long-awaited moment of reconnection. Following years of pandemic-related disruption and amid the ongoing war in Ukraine, the gathering created space for youth to reunite, rebuild relationships, and reconnect through outdoor, community-oriented programming rooted in shared values and cultural identity.
CLIENT
Plast Ukrainian Scouting Organization
DELIVERABLES
MY ROLE
Lead Designer & Creative Director
AI TOOLS USED (For Mockups):
Nano Banana Generative AI model in Photoshop
SLOGAN
Будуймо велике завтра!
Let’s build a greater tomorrow!
CHALLENGE
The visual identity needed to reflect the weight of the moment without feeling ceremonial or distant. It had to honor Plast’s 110-year legacy while still feeling contemporary, accessible, and relevant to youth participants. The branding also needed to perform across a wide range of physical formats, from apparel to environmental signage to keepsakes that scouts would carry forward after the event.
Most importantly, the identity needed to feel emotionally grounded. This was not just a celebration, but a reunion shaped by resilience, continuity, and connection across borders.
LOGO MEANING & INSPIRATION
The logo was inspired by the Carpathian Mountains of Ukraine, a landscape deeply tied to Ukrainian history, folklore, and cultural identity. Rather than using literal symbols, I embedded this reference directly into the typography itself.
The custom letterforms were designed to feel mountainous and grounded, with angular structures, subtle peaks, and an uneven rhythm that mirrors the natural rise and fall of the Carpathian range. This approach allowed the typography to act as a quiet visual metaphor, representing endurance, strength, and connection to land.
By drawing from geography rather than iconography, the logo reflects both the outdoor spirit of scouting and the deeper sense of heritage shared by participants across generations and regions.
Why This Project Matters
This gathering reunited scouts after summers without camps due to the pandemic and created a shared space where refugees from Ukraine, who had fled the war, connected with the U.S. diaspora community through culture and the outdoors.
BRINGING THE LOGO TO LIFE
The logo became the foundation for a flexible brand system designed to live in the physical world. It was applied across event T-shirts worn by scouts, volunteers, and leadership; large outdoor banners placed throughout the campgrounds; commemorative pins awarded to participants at the conclusion of camp and worn on official uniforms; and additional collateral such as stickers and water bottles. Designed for the moment, the collateral reinforces connection and shared identity during and beyond the gathering.
IMPACT
The visual identity helped unify a diverse, international group under a single, meaningful mark. Beyond its functional role during the gathering, the branding became a lasting symbol of pride and belonging, continuing to live on uniforms and personal collections long after the event ended.
MPZ 2023 succeeded as both a large-scale scouting gathering and a meaningful cultural milestone, honoring 110 years of Plast while reaffirming connection and continuity during a pivotal moment for the global Ukrainian community.
