“What we stand for is what we fight for.” With this message we created the large-scale light media art installation The Power of Values, which illuminated the Motherland and became the culmination of the Brand Ukraine International Conference — the main annual event that shapes Ukraine’s image in the world. The event was held at the National Museum of the History of Ukraine in the Second World War, which further highlighted the importance of the conference’s theme.
This year's conference theme was “Country Brand as a Shield: Values Guarding National Security,” at which our art director and founder Mykola Kabluka spoke as a speaker. Other speakers included influential figures such as Kirill Budanov, Mykola Serga, Serhiy Zhadan, and JerryHeil. Among the invited guests were representatives of NATO in Ukraine.
We created a visual embodiment of Ukraine’s brand through an artistic expression of the values our nation stands for and strives to communicate to the world: Freedom. Resilience. Unity. Love. Justice.
This is the first large-scale project on a monument of this magnitude where we combined 3D graphics with a depth effect on the mirrored surface of the statue, along with laser graphics in the sky above it. This technological symbiosis amplified the holographic sensation, allowing us to “lift” our symbols above the city.
During the show, spectators saw the Trident, the map of Ukraine, abstract crystalline forms, while the laser graphics emphasized the sacredness and elevation of our values. Each of the five values was paired with its own musical composition, developed in parallel with the light effects, so that imagery and emotion formed a single whole.
We acted as patrons of this project because we believe in the importance of such initiatives. For us, this is not just a light installation but an investment in shaping Ukraine’s strong cultural and value-based image. It is a way to fill the country’s brand with powerful meaning, making it both inspiring for Ukrainians and understandable to the world.
