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Nochlezhka is a charitable organization that helps homeless people. In 2020 the project turned thirty years old. In honor of this Nochlezhka together with the online-store Gen and we realized a project of the anniversary collection of merch, 25% of sales of which will go to support projects to help homeless people.
Merch design for Nochlezhka charitable organization

Merch design for Nochlezhka charitable organization

Nochlezhka is a charitable organization that helps homeless people. In 2020 the project turned thirty years old. In honor of this Nochlezhka together with the online-store Gen and we realized a project of the anniversary collection of merch, 25% of sales of which will go to support projects to help homeless people.
Merch design for Nochlezhka charitable organization

Nochlezhka's team had an idea: the collection should be based on quotes from great poets. According to the idea, behind the lines of poetry you can see the stories of real people who came to Nochlezhka during the three decades of its existence.

This is reflected in the collection's title, "It's been all over 30 years".

It's been all over 30 years

We selected and offered poets and quotes. Nochlezhka chose eight, each with a line: Blok, Akhmatova, Esenin, Brodsky, Mandelstam, Mayakovski, Pushkin, and Pasternak. Such different authors and people, with different styles, different destinies. But united by their ability to see the main thing and find the right words even in the most difficult moments of life.

In the design of the prints, we combined the stylistics of street art with book graphics, that is, we gave visual and semantic references both to life on the street and to classical poetry. The portrait images are supported by quotations in the spirit of modern calligraphy, in a large, jagged, and vivid way.

The prints become a motivational, inspirational message from the writers to all who find themselves in difficult situations. The result is a whole message of understanding, acceptance, and support.

The collection includes shoppers, T-shirts, sweatshirts in four colors: white, black, yellow, and gray. You can buy merch and support Nochlezhka's mission at gen.ru.

Creative team
Art-director Sergey Samofalov
Copywriter Anton Borisov, Alexsander Pushkin, Alexander Blok, Anna Akhmatova, Sergey Esenin, Joseph Brodsky, Osip Mandelstam, Vladimir Mayakovsky, Boris Pasternak
Illustrator Valeriy Golubcov
Project Manager Anna Artemova
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