Visual identity and website design for the band “Hulajniki”
What is it about?
The project involves a comprehensive rebranding and website development for the “Hulajniki” children and youth regional folk group. Created within Graphic Design and UX/UI studios, the work merges traditional branding (logo, social media, brand book) with modern digital solutions that optimize the user journey. The visual layer of the project draws from folk motifs, interpreting tradition as a cyclical process of knowledge transfer. Here, the designer acts as a link in this cycle, allowing highlander heritage to flow seamlessly into the modern world while preserving its authentic values.
Why was it created and for whom?
The project was created for the group members, their parents, and the local community to “re-enchant” folklore and present highlander culture as appealing to younger generation. The goal was to reposition the group’s brand so that tradition is no longer perceived as a rigid record of the past, but as a living, dynamic process. The new identity facilitates communication with audiences raised in a digital reality, encouraging participation in regional culture. The project fosters generational continuity by engaging children and parents through modern design that builds pride in their roots.
