A short story about a cap that leaked. How ENDY made "Slavyarik"

Content:

• Context, -a, m. — setting
• Research, -a; m. — study
• Realization, -i; f. — embodiment
• Instrument, -a, m. — tool
• Result, -a; m. - outcome
• Project team

In the spring of 2023, the ENDY branding agency presented a non-profit product that quickly went viral on social media, generating positive emotions among marketers. This project demonstrates a creative approach to branding and highlights the importance of unconventional solutions in marketing strategies. ENDY successfully attracted audience attention and generated discussion around its product, which testifies to the high effectiveness of their work.

Agency designer Nikita Nova and PR specialist German Gorodetsky shared the story of creating a unique dictionary that replaces foreign words with more expressive and original Russian terms. Their goal is to enrich the language and make it more accessible by using atypical Russian words instead of common borrowings. This project aims to popularize the Russian language and cultural identity, as well as to create a new linguistic space where every word has its own unique value.

Context, -a, m. - obstanovka

On February 28, amendments were made to Federal Law No. 52-FZ in Russia aimed at protecting the Russian language from the excessive use of foreign words and borrowings. These amendments emphasize the importance of preserving linguistic identity and cultural heritage, helping to reduce the influence of Anglicisms and other borrowed terms in everyday life. Legislators seek to support the use of the Russian language in various fields, including education, media, and business.

Recently, the need has arisen to replace foreign words with Russian equivalents, but clear recommendations on this matter have not been provided. Following the news, many began expressing their opinions on marketing platforms and in specialized publications, and the same question was raised almost everywhere: what should replace foreign terms? This situation requires active discussion and the search for optimal solutions for adapting the language to modern realities.

ENDY expressed interest in the event and the discussions that arose. According to the information received, work on the dictionary will continue for another two years.

Head of External and Internal Communications at ENDY.

We decided to contribute to the development of the advertising industry, because we ourselves are a part of it. In most cases, standard dictionaries are limited to typical vocabulary, but we strive to preserve and enrich the diversity of the language that already exists in our field. This will not only improve the quality of communication, but also make advertising more attractive and memorable for the audience.

We came to the conclusion that for each "harmful" word, three alternatives can be offered, each representing a different era in Russian history. We decided to play on this theme with humor, offering truly interesting and historically sound options that can be used in everyday speech.

Research, -a; m. - study

At the beginning of the process, a visual study was conducted, which differs from the standard approach based on references or competitor analysis. Nikita has just started working at ENDY, and creating this dictionary was her first task, giving her a unique opportunity to showcase her talents and skills.

Freelance designer ENDY offers professional services in graphic and web design. We create unique visual solutions that help brands stand out from the competition. Our team has experience working with various projects and guarantees high quality execution. We focus on meeting our clients' needs and strive to realize their ideas with the utmost precision. By engaging ENDY, a freelance designer, you receive not only a creative approach but also a reliable partner to achieve your business goals.

It was important to me to offer a unique and engaging solution.

I looked for inspiration not on Pinterest, but in the world around me, selecting metaphors and idioms that could serve as a visual basis. One example was the image of a fogged window: Anglicisms represent our window to Europe, but with the passage of this bill, it seems to have fogged up a bit. This metaphor emphasizes the loss of clarity and openness, which is important for understanding the impact of linguistic change on our culture.

I was working on an empty project in Figma. When an idea arose, I quickly wrote it down in a few words and made a simple visualization in half a minute. This made it easier for me to explain my thoughts to my colleagues. Sometimes I used an A4 sheet of paper and a pencil to display the idea in more detail.

I don't believe in the need for additional tools, methods, or mechanics. If the brain is capable of creativity, it can create ideas both on a sheet of paper and in sand on a table. The only important thing is to let your imagination work freely and not limit it to external factors. The creative process begins within and shouldn't be dependent on specific tools or methods.

The first pool of ideas was collected in an hour. After exhausting obvious visualization options for the dictionary—a book, a window, a manuscript, and cards—the designer began looking to her surroundings for inspiration. A rug with a bright geometric pattern immediately next to her desk chair caught her eye. This unexpected element became a source of new creative solutions for the dictionary’s design, demonstrating how interior details can inspire original ideas.

I imagined how the elements of its ornament could take different forms. This concept evoked a positive response from everyone.

The development concept arose quite quickly, but the visualization process turned out to be much more complex. It was important to convey the atmosphere of the carpet, the market and the advertisement, while maintaining a modern design and avoiding excessive variegation. It was necessary to find a balance between traditional elements and modern trends to achieve a harmonious visual presentation that would attract attention and create the right mood.

All the techniques used in "Slavyarik" are elegantly borrowed from other works. Aesthetically, the project does not offer anything unique - I simply collected elements that I like and integrated them into my creation. Like an ant that collects parts for its anthill, I carefully selected various solutions and details. I openly admit this approach.

Realization, -i; f. — embodiment

First, our colleagues compiled a list of the most popular words in the field of advertising. The selection criteria were not strictly defined: it included terms used in everyday practice, as well as words familiar to most people.

After this stage of the project, the most difficult period began - it was necessary to find replacements and select Russian terms that correspond in meaning to foreign words.

It was both funny and painful. In fact, such work is better left to philologists who could delve into dictionaries and encyclopedias. However, we did not have this opportunity, so we used Google. We entered queries like "words from the 1990s," "Old Church Slavonic words," and the like. We studied the meanings of the words we found and looked for suitable replacements.

When searching for a replacement for the word "landing page," a problem arose: we couldn't find a suitable word. In such cases, it's important to engage creative thinking. A landing page can be thought of as a space where specific information is concentrated. Where else in life can something like this be collected in one place? Perhaps a store. The word "store" may seem outdated or slangy, but it accurately conveys the essence.

This is just one example, but there are more than twenty such logical connections.

In some cases, finding equivalents was quite simple. However, resources for this side project were limited, and it was necessary to simultaneously focus on other tasks. As a result, we decided to limit ourselves to 18 words, although we initially planned to include more.

We did use words from the French language as replacements, and some critics pointed out this lexical shortcoming. They are right. However, this project is a joke, and our goal was not to create a serious work.

Instrument, -a, m. — instrument

Nikita was involved in design development, creation of prototypes and layouts of POS materials, as well as preparation of a presentation for Dprofile using Figma. In the early stages of the project, she also experimented with generating carpets in Midjourney, but these works were not integrated into the final product.

The designer of the Slavyarik project applied the single-page interface technique, which is her usual approach in web and UX/UI design. The site does not have scrolling, which allows users to focus on the content placed on a single screen. This solution reinforces the carpet metaphor, which serves as the conceptual basis for the entire story of the project. This approach not only simplifies navigation but also makes interaction with the content more intuitive and memorable.

The project stands out for its extensive and varied animations, activated when hovering over words. Each animation and image serves not only a decorative purpose but also contributes to a deeper understanding of the content. They enhance user interaction with the material, making them more engaged and interested.

Animation arose for four main reasons. First, it allows you to visually convey information, making content more attractive and memorable for users. Second, animation helps improve the user experience by creating dynamic interfaces that attract attention and retain interest. Third, animation helps illustrate complex processes and ideas, making information easier to perceive. Finally, animation can highlight key elements, which facilitates effective navigation and interaction with content.

• I sometimes choose strange references for my work. And I'm probably inspired by things that a decent modern designer shouldn't be. For example, in "Slavyarik," I wanted to convey the mood of "Ptuch," the ticker tape on TV in the 2000s, the vibe of a store on a couch, and blazing ads.
• Even if someone isn't interested in reading our site, let them watch the movements—maybe they'll see something interesting. This is an additional way to engage with the content, catch their eye, and keep them on our site.
• Animation creates an additional interaction mechanic—a game-like one. The user understands that each bar is a mini-story: for example, money has disappeared somewhere, while a discount is growing somewhere else. There's a thrill in clicking every button and seeing everything.
• Of course, I want to stand out. Not just for me as a designer, but for "Slavyarik" as a whole as an online space. We're used to the web being minimalist, black, aesthetically pleasing, and calm. But what if we did the opposite? Black, as the project's foundation, maintains a connection to something modern and digital. Otherwise, we go wild, surprising everyone with the process of interaction.

Result, -a; m. — Exodus

The "Slavyarik" project became a catalyst for increased traffic to the agency's website and brought its creators satisfaction with their creative work. It helped the company stand out from the competition, which drew attention to their capabilities. Now the team is preparing several joint projects, as clients have seen a successful example and are confident in ENDY's ability to develop bright ideas both for themselves and for their clients.

As a PR specialist, I believe that the key criterion for success is talkability. When colleagues reported that teachers discussed Slavyarik in their classes, I realized we had managed to create something viral. It's important for content to generate interest and become a topic of conversation, which demonstrates its relevance and appeal to the audience.

Project team

A branding agency specializing in unlocking business potential through effective branding tools. We help companies create a unique image that increases recognition and trust with customers. Our team of experts develops strategies aimed at building a strong brand, which, in turn, increases competitiveness and promotes sales growth. We believe that high-quality branding is the key to successful business development.

Nikita Nova is a professional designer with experience in various fields of visual arts. He specializes in creating unique and attractive graphic solutions that help brands stand out in the marketplace. Thanks to his creative approach and deep understanding of modern trends, Nikita Nova develops designs that are not only aesthetically pleasing but also functional. His portfolio includes work in web design, graphics, and illustration, confirming his versatility and ability to adapt to client needs. Nikita Nova is committed to continuous development and is ready to offer innovative ideas for your project.

German Gorodetsky is a specialist in PR and communications. With extensive experience in this field, he successfully develops and implements strategies for reputation management, public opinion shaping, and media relations. His professionalism and creative approach help companies effectively promote their brands and achieve their goals in a competitive market. German Gorodetsky actively utilizes modern PR tools, including social media and digital platforms, allowing him to attract attention to projects and enhance their visibility. Zhenya Gran is a creative director with extensive experience in marketing and branding. Her work focuses on developing unique concepts and strategies that help businesses stand out in the marketplace. Zhenya effectively manages a team and inspires colleagues to achieve high results. Her creative approach and attention to detail enable her to create successful advertising campaigns and memorable brands. With her help, companies are able not only to attract attention to their products but also to establish strong connections with clients. Dima Sheiko is a professional art director with extensive experience in design and creative solutions. He specializes in developing visual concepts that help brands stand out in the marketplace. With a deep understanding of aesthetics and functionality, Dima successfully manages projects and a team of designers, ensuring high-quality execution and originality. His approach to art direction combines innovative ideas and strategic thinking, making him an indispensable specialist in the field of visual communications.

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