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News

03 July 2020, 09:30

Verkhovna Rada makes another great stride in bringing its rebranding strategy to life

( Information Department of the Verkhovna Rada of Ukraine Secretariat )

“The Verkhovna Rada of Ukraine has become more open to the public at large,” -- Olena Kondratiuk

On Thursday, July 2, there took place the second sitting of the VRU brand strategy task force. The meeting was chaired by the vice speaker Olena Kondratiuk.  She reminded that at the previous meeting there had been decided that the creative agencies involved would present their vision and concepts of a renewed brand of the Ukrainian parliament.

The creative agency “BelkaStrelka” and the international branding agency “Voronovagency” then presented their concepts. The BelkaStrelka concept’s highlight was that the refreshed brand ought to showcase the VRU as an institution which Ukraine’s statehood is reposed upon, whilst the second agency advocated the idea that the new brand should reflect ordinary human values, which compose the mental identity of Ukrainians. Having the code of ethics of a Ukrainian parliamentary as a vital ingredient of the new brand strategy was also high on the meeting agenda.

"The need for rebranding the Parliament is also driven by its becoming much more open to the general public. At the Verkhovna Rada, there has been recently launched the Educational Centre and the number of popular open excursions heads the records. Equally open are now parliamentary committees. Therefore, we have been faced with the necessity of bringing to people's minds that the Parliament is a legislative body that works for the interests of the people," O.Kondratiuk stressed.

Following the discussion, there was decided to have by the next meeting a brand implementation plan, statements of work for the "brand book" and a list of core lines of the brand strategy implementation.

Ukrainian MPs, the leadership of the Verkhovna Rada Secretariat, representatives of the UN Development Programme in Ukraine and the Director General of the All-Ukrainian Advertising Coalition (AAC) were in attendance as well.