The "Switch On" Summer Fest branding
S7 Airlines
The goal was to create a modern and engaging identity for a large-scale summer festival for S7 Airlines employees. The event needed a memorable name, a distinctive visual language and a flexible branding system capable of bringing the festival experience to life across merchandise, print materials and event communications.
Industry: Airlines
Company size: 4 000+
Location: Russia
Year: 2025
The name Vklyuchaysya ("Switch On") was created around the idea of activation — a simple action that sparks connection, energy and shared experiences. Inspired by the metaphor of a switch launching a larger system, the festival invites every participant to become an active part of a vibrant ecosystem built on friendship, innovation and care.
Vklyuchaysya became the central idea of the entire event identity. Guests were encouraged to "switch on" emotions, interactions and new experiences, activating festival zones, participating in collective activities and contributing to a shared space of values and positive energy.
Vklyuchaysya became the central idea of the entire event identity. Guests were encouraged to "switch on" emotions, interactions and new experiences, activating festival zones, participating in collective activities and contributing to a shared space of values and positive energy.
We created a bright and contemporary visual identity inspired by the spirit of summer, energy and human connection. The system was built around a large floating 3D switch — a recognizable interface element reimagined as a symbolic invitation to turn on emotions, experiences and participation. Its realistic glass material and smooth translucent surfaces were complemented by a family of volumetric objects inspired by modern product design aesthetics, creating a sophisticated yet approachable visual language.
The identity combined the brand’s signature lime green, yellow and sky-blue colors, resulting in a fresh and uplifting atmosphere that evokes sunshine, clear skies and the feeling of walking barefoot on fresh summer grass. The overall visual style balances technological precision with warmth and lightness, reflecting both the innovative culture of the company and the joyful spirit of the festival.
We designed a distinctive event logo built around an activated switch icon — the central symbol of participation, energy and engagement. Combined with the event year and descriptor set in the brand typeface, the logo forms a flexible identity system that is both recognizable and easy to adapt across digital and physical touchpoints.
The simple yet expressive composition reflects the idea behind Vklyuchaysya ("Switch On") — encouraging people to connect, participate and become part of a shared experience.
The simple yet expressive composition reflects the idea behind Vklyuchaysya ("Switch On") — encouraging people to connect, participate and become part of a shared experience.
We extended the festival identity across a wide range of branded touchpoints, creating designs for hoodies, T-shirts and tote bags, along with screen graphics and large-format banners. Each item was developed as part of a cohesive visual system, helping bring the festival atmosphere to life and ensuring a consistent experience across both digital and physical environments.
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