About Blago — Well-being

Blago (Well-being) is an employee-wellbeing program run by the HR department of a major Russian industry-forming enterprise — one of the country’s backbone companies. First launched in English as ‘Will Be’ and later renamed in Russian, it bundles several separate programs — training, master-classes and support that help staff with different parts of their lives, from managing personal finances to looking after their health. The programs were many and disparate, and the client needed one visual system to tie them together while letting each keep its own character. Wave began with a brand platform and landed the positioning: an employer that engages with the whole of an employee’s life rather than just paying a salary. The identity became a dynamic ‘halo’ around a word — the name of each program. Every program got its own animated halo with a distinct shape and brand color, and the colors were tuned to add up to a single shared palette; the umbrella program appears as the same halo on white, the sum of all the colors. The whole system runs on motion, built in Lottie. Wave delivered the brand platform and this complex of animated logos rather than separate carriers, and the client valued how modern, technological and coherent it felt next to their earlier in-house attempt.