Here they are, left to right: How Dotorg created the visual style for the Wednesday Summer Summit

Contents:

• Friendship Typography
• Family Photo Session
• A Joyful Project

Sreda Summer Summit is a unique design festival that has changed its format this year. Previously, it was a single summer picnic-style event, but now it has become a large-scale event spanning the entire year. The Wednesday Summer Summit kicked off on June 1, 2025, and will run until the grand finale in Moscow in summer 2026. This festival offers participants the opportunity to immerse themselves in the world of contemporary design, exchange ideas, and be inspired by creative solutions.

The Wednesday New Design Festival is organized to present contemporary design trends. The event's branding was developed in collaboration between two talented teams—Dotorg and Byurobookv.

We spoke with the designers and learned about the creative ideas they implemented in this unique visual style, filled with emotion and atmosphere.

The Wednesday Summer Summit is a unique event dedicated to the exchange of knowledge and ideas in technology and business. This summer conference brings together experts, entrepreneurs, and innovators to discuss current trends, share experiences, and network. Participants have the opportunity to attend lectures, panel discussions, and master classes that will help them develop their skills and expand their horizons. The Wednesday Summer Summit provides a platform for inspiration and new partnerships, making it a vital event for anyone interested in technology and entrepreneurship. Creating an open environment for the exchange of experiences among design professionals plays a key role in the industry's development. This platform facilitates interaction between designers, allowing them to share their knowledge and ideas. Sharing experiences not only helps improve participants' skills but also stimulates innovation, which in turn positively impacts the quality of the final product. This environment fosters the expansion of professional networks, which is essential for the career growth and development of every designer. Participation in such communities also allows you to stay up-to-date on the latest trends and technologies in design, making professionals more competitive in the market. The format includes a series of small events held throughout the year, culminating in a major final event. This approach maintains the interest and engagement of participants throughout the year, creating a dynamic atmosphere for networking and sharing experiences. The final event will be a vibrant milestone, summing up and celebrating achievements, strengthening the community and increasing its active participation.

Our organization's mission is to create positive change with you. We strive to improve the lives of individuals and society as a whole by actively engaging all stakeholders. Our goal is to facilitate the development and implementation of effective solutions that will have a positive impact on the world around us.

Summer is a time full of vivid memories and dreams. This season, nature reveals its most beautiful facets: the greenery of the trees, vibrant flowers, and warm sunshine create an atmosphere of serenity and joy. Summer days are filled with light and warmth, and nights are enveloped in the gentle whisper of the wind and a starry sky. Every moment of summer evokes nostalgic feelings, reminiscent of childhood days spent outdoors, by the water, or with family and friends. This is a time when all worries fade away, and you can enjoy life's simple joys. Summer adventures and discoveries become part of our story, creating unique images full of light and warmth. Summer is more than just a season; it's a state of mind that takes us back to the most vibrant and inspiring moments of our lives.

Typography "Friendship"

Typography plays a key role in this project. It not only influences the perception of information but also improves the readability of the content. The correct choice of fonts, their size, and style help create a harmonious visual perception, which helps attract and retain the audience's attention. Well-thought-out typography also improves SEO, as it makes the text more structured and easier for search engines to scan.

For the visual communications of the Wednesday Summer Summit, designers successfully combined Y2K-style 3D letters with grotesque elements complemented by sharp shapes. This creative combination of styles creates a unique visual language that attracts attention and reflects modern design trends.

The interaction of two typefaces became a key visual technique for the Wednesday Summer Summit identity. We agreed on a collaboration with BuroBookv for the project in advance. During the idea generation process, the metaphor of "interaction" emerged, and we decided to visualize it using two typefaces. This not only emphasized the uniqueness of our approach but also created a harmonious combination that became the basis for the event's visual style.

BuroBookv quickly presented over 30 sketches in response to our ambitious technical specifications. This was a true success of our collaboration.

Olga Kutovaya is the art director of Dotorg. In her role, she is responsible for the creation and implementation of creative concepts, managing the design team, and developing the brand's visual identity. Olga is actively involved in developing strategies aimed at improving user experience and increasing audience engagement. Her experience and professionalism allow Dotorg to remain at the forefront of design and branding.

The two teams collaborated to develop two unique typefaces. Sreda Summer Normis, a spiky display sans serif, was created by type designer Vitaly Shadrin of Dotorg. The second typeface, Sreda Summer Sussy, boasts a bold and charismatic style and was developed by the Bureau of Books team. Both fonts can be successfully used in various design projects, giving them individuality and character.

The metaphor of our project is based on the interaction we convey through typography. We demonstrate the relationship between designers through typefaces. In some respects, we act as colleagues, supporting each other, reliable and stable, as reflected by the Normis typeface. In other cases, we become competitors, playful and daring, breaking each other's boundaries, like the Sussy typeface. This contrast in typography highlights the diversity of interactions within the design community and creates a unique creative atmosphere.

We've maintained a warm relationship with Burobookv since the "Transfiguration" project, which was based on the Wildfire font. This font hadn't yet been released, and we were able to obtain it directly from the pen of type designer Tanya Cherkiz. Since then, we've been eager to continue our collaboration with Burobookv. This time, we decided not to use a ready-made font from the catalog, but to create new fonts specifically designed for the Wednesday Summer Summit project. This will allow us to make the event's visual identity unique and memorable.

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Portal, Firebird, Light is the first rural biennial of contemporary art, which draws attention to important aspects of cultural development. The event brings together artists, curators and viewers, creating a platform for the exchange of ideas and creative expression. The Biennale offers a unique opportunity for rural residents to experience contemporary art and its diversity. This event not only fosters the artistic scene but also strengthens local communities through art, inspiring new achievements and discoveries. Participation in the Biennale opens new horizons for the interaction between art and nature, emphasizing the importance of cultural dialogue in modern society.

Two fonts interact like designers: they can both complement and contrast each other. On the one hand, the fonts exchange visual elements and styles, creating harmonious compositions. On the other hand, they can compete, striving to stand out and carve out their own unique place in the design. This interaction creates a dynamic environment in which each font finds its own path, reflecting the individuality of the projects and the preferences of the viewers.

Olga Kutovaya is a renowned specialist in her field. Her experience and professionalism help many people achieve their goals. Olga actively shares her knowledge through various platforms, making her an expert in the field in which she works. Her approach to training and consulting is based on an individual approach to each client, which ensures a high degree of effectiveness. Olga Kutovaya continues to develop, following the latest trends and new methods in her field, which allows her to stay at the forefront and offer relevant solutions.

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Lettering is the art of creating unique and expressive lettering, which is becoming increasingly popular in design and advertising. It allows you to convey atmosphere and mood, adding personality to any project. Unique lettering can attract attention, evoke emotions, and make information more memorable.

To create beautiful lettering, start by choosing a style that matches your idea. Experiment with different fonts and letter shapes. It's important to consider composition and color scheme to ensure lettering harmonizes with the overall design. Use high-quality tools, whether a pen, brush, or graphics editor, to achieve the desired result.

Don't forget to practice—the more you work on lettering, the better your skills will become. Study the work of professionals, get inspired, and develop your own style. Unique lettering, created with love and attention to detail, can be a true highlight of any project.

Family Photo Shoot

Photos play a key role in the Sreda Summer Summit branding. They not only attract attention but also create an emotional connection with the audience. High-quality images help convey the atmosphere of the event, highlight its uniqueness, and create a memorable visual style. The right choice of photos can significantly increase brand awareness and attract the target audience. It's important that each photograph reflects the values ​​and ideals of the Wednesday Summer Summit, creating a positive image and promoting it effectively.

The photo style reflects the concept of interaction, where real and live designers physically intersect, interact, and connect. This process of exchanging ideas and creativity creates unique visual solutions, emphasizing the importance of teamwork in design. Interaction between designers promotes the development of new ideas and creates a dynamic environment for creativity.

From the very beginning, we realized that this project would be implemented using typography. This approach has become fundamental to our work: first, we analyze whether we can solve the problem with a font.

While creating compositions and working with drafts, where fonts that were not yet final were used, we realized the need for a photo style for the project. The question arose: who should be photographed? Naturally, it should be designers. While searching for a human image for the layout, we noticed that placing a photograph in a frame—be it a square or a rectangle—detracts attention from the typography. This solution has already become habitual and hackneyed. People should be presented as separate graphic elements, like the graphemes of letters, without a background, so as not to distract from the main visual content.

A person doesn’t necessarily have to pretend to be a letter; it is enough to establish interaction with another designer. Effective collaboration between designers can significantly improve the quality of work and lead to more creative solutions. The exchange of ideas and experience fosters development, which is important in the world of design.

Victoria Trubitsina is a talented specialist with extensive experience in her field. She is known for her professionalism and high level of competence. Victoria actively participates in various projects, demonstrating her skills and bringing fresh ideas. Her approach to work combines creativity and analytical thinking, which allows her to achieve effective results. She is always open to new opportunities and strives for continuous development. Victoria Trubitsina - This is a name that is associated with quality and innovation in its field.

Sreda Summer Summit is a summer festival that immerses participants in the atmosphere of summer for designers. What is summer in the world of design? It features a green meadow reminiscent of the Windows XP "Serenity" screensaver, as well as a Y2K aesthetic with bloated letters and outlines evoking nostalgia for childhood and summer vacations. The event brings together creative people seeking inspiration, exchange ideas, and create unique projects in a relaxed atmosphere. The Wednesday Summer Summit is not only an opportunity to enjoy the summer spirit but also a platform for professional growth and experience sharing.

We decided to organize a photo shoot featuring key representatives of our industry. During this photo shoot, the participants will interact with each other, creating unique shots and highlighting the importance of collaboration in our field.

We had an amazing photo shoot, full of fun and creativity. For four hours, we relived our childhoods, creating funny poses and performing acrobatic stunts. This experience was not only a source of joy but also a great way to capture the brightest moments of our lives.

As a result, 30 interesting photographs were created and integrated into the design media. These images bring uniqueness and creativity to the projects, highlighting their style and concept.

Olga Kutovaya is a specialist in project management and business analysis. She has extensive experience in developing strategies, optimizing processes, and implementing innovative solutions. Olga successfully implements projects aimed at increasing business efficiency and improving customer service. In her work, she uses modern methods and tools, which allows her to achieve goals and ensure sustainable growth of organizations. Olga Kutovaya actively shares her knowledge and experience at professional conferences and seminars, which contributes to the development of the industry and the improvement of the skills of colleagues.

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Y2K: Fashion, Graphics, Interfaces, Interiors, and Objects

Y2K, or the year 2000, became an important cultural phenomenon that had a significant impact on fashion, graphics, interfaces, and interior design. This style is characterized by bright colors, futuristic elements, and high technology. In the fashion world, Y2K manifested itself through features such as body-hugging clothing, vibrant accessories, and unique prints. Y2K-style graphics are characterized by the use of bright, saturated colors and neon accents. Designers often turn to elements of digital aesthetics, creating 3D and animation effects. Interfaces created during this period also reflect the spirit of the times, combining simplicity and functionality with elements of visual art. Y2K interiors feature a fusion of styles, where technology and comfort are combined with unusual shapes and textures. Bright colors and unusual furniture pieces create an atmosphere reflecting optimism and hope for the future. Thus, Y2K has become not only a style but also a symbol of the transition to a new technological era, which continues to inspire designers and fashionistas around the world. Metaphor plays a key role in each project, serving as the foundation connecting all the elements and carriers of the style. This "project idea" permeates the entire process, ensuring unity and harmony. It helps create a holistic perception and makes the project more memorable and meaningful for the target audience.

The value of this project lies in the fact that its idea was realized not only in the visual execution, but also in the process itself. This allows us to create a unique experience that reflects the essence and concept of the project, making it more meaningful and memorable for participants and viewers.

When I mention the metaphor "interaction," I immediately imagine two people interacting with each other. This realization prompted me to think about the need for photography with people involved in the project. We regularly conduct photo shoots to create case studies, and I wanted this familiar and beloved tool to become not only part of our process but also the visual language of the project itself. Visualizing interaction will help better convey ideas and emotions, which, in turn, will make the project more appealing to the audience.

The question arose about who would represent our team in this project. We typically use photos of our team for case studies, but in this case, we're creating an identity for an event for designers. This means that the shoot should feature not only well-known figures but also young, promising industry professionals. This will showcase the diversity and dynamism of contemporary design and highlight new talent.

The team's first reaction is often denial. This is a natural response to unexpected changes or crises, when employees cannot immediately accept the new reality. Denial can manifest itself in various forms, including mistrust of information, doubts about management's actions, and reluctance to change. It's important to understand that this reaction is a normal stage that takes time to overcome. Effective management should help the team cope with these emotions by providing support and open discussion of the situation. This will help create an atmosphere of trust and reduce stress, which ultimately leads to more productive problem-solving.

How can you convince Vova Lifanov or Vanya Velichko to show up in the middle of the workday and pose in unusual poses? It's entirely possible! They might enjoy it, and the process will be interesting. It's important to carefully consider your approach and offer them attractive conditions. It's important to create an atmosphere of fun and creativity so they want to participate.

Denial, anger, bargaining... The next day, we're actively working on layouts, exchanging files, and discussing compositions. At the same time, we're creating a font and assigning tasks to the ByuroBukv team to develop a second display font. This is a complete collaboration process.

We present the concept to Vadim Bunkov, the festival's general producer, and ask for help organizing the shoot. We carefully review the technical specifications, compile a lookbook, and collect pose references. We also handle studio bookings. Vadim is responsible for inviting guests and handling all organizational matters.

Only a week passed from the moment the idea for the photo shoot arose to its successful implementation.

Katya Antonova is a talented specialist in her field. She possesses in-depth knowledge and experience, which allows her to successfully cope with various tasks. Her professional skills include analytical thinking, a creative approach to problem solving, and excellent communication skills. These qualities make Katya a valuable member of any team. Her work is always distinguished by a high level of responsibility and attention to detail. She strives for continuous development and training, which allows her to stay abreast of the latest trends and innovations in her field. Thanks to this, Katya Antonova becomes a reliable partner for clients and colleagues.

On the day of the shoot, we were extremely nervous. The night before, I barely slept because I was so worried about how the whole process would go. However, thanks to careful preparation, we felt confident. The guests quickly got into the spirit of the event and participated willingly, showing initiative. As a result, the shoot exceeded our expectations.

My motto in life is "to be afraid, but to act." I am glad that my team shares this principle.

Katya Antonova is a name that has become famous thanks to her contribution to a specific field. She has established herself as a professional with significant experience and knowledge. Katya is actively involved in various projects, focusing on the quality and effectiveness of her work. Her approach to work includes meticulous planning and analysis, which allows her to achieve high results. Thanks to this, she attracts the attention of not only colleagues but also a wide audience. Katya Antonova continues to develop, striving for new achievements and expanding her horizons.

Project for joy

The second photo shoot, which took place in a picturesque clearing, was especially noteworthy in the project. By this time, the project had fully formed and had already taken its place in our consciousness. We had already created numerous physical media and realized how exactly our corporate identity functions and how effective it is.

A new website was launched, offline events were organized, T-shirts, stickers, and posters were released. We held a presentation of the festival identity in our office. At the event, we saw the effective use of typography and photography, as well as design elements. We discussed how to create layouts using all branding tools, mixing them on one medium, or choosing a simpler approach using a single element.

Our event posters include a variety of elements, while the stickers are designed exclusively in orange typography and images of people. However, regardless of the chosen visual components, the viewer always recognizes that this is the Wednesday Summer Summit.

On a sunny day, 20 designers gathered in a clearing. The green hills we dreamed of and created in 3D models came to life and blossomed behind us.

Wednesday brings people together and creates unique opportunities for communication and interaction. It is a day to meet with friends, share ideas, and exchange opinions. Wednesday serves as a connecting point in the middle of the week, allowing us to evaluate achievements and outline plans for the future. On this day, it is important to find time for communication, which contributes to strengthening connections and making new acquaintances. Use Wednesday as an opportunity to develop personal and professional relationships, because it truly brings people together.

Victoria Trubitsina is a name that has become synonymous with professionalism and success in her field. She has established herself as an expert with deep knowledge and experience in her field. Thanks to her commitment to excellence and constant self-improvement, Victoria has achieved significant success and become a role model. Her work and achievements inspire many, and her professional skills enable her to effectively solve complex problems. Victoria Trubitsina continues to actively develop and contribute to her field, opening up new horizons and opportunities for future success.

The technical specifications for the visual style of the Sreda Summer Summit gave the team complete creative freedom: "Create whatever you want!" This became a serious challenge that inspired new ideas. I am especially pleased that the metaphor of "interaction" manifested itself at all levels, both in the design layouts and in the work process itself. Thus, we were able to create a harmonious visual presentation that captured the essence of the event and engaged participants in a collaborative atmosphere.

Creative directors, art directors, and designers from various teams participated in the project, including the Sreda Festival, Dotorg, Byurobukv, Suprematika, ESH Gruppa, Shchuka, ONY, Omsky, Depot, DDVB, Ohmybrand, Samolet, Drinkit, Sber, Setters, Beta, and Bolditalic. Each participant made a unique contribution, enabling innovative solutions and enhancing the quality of the final product. The collaboration of such professionals facilitated the development of creative concepts and effective strategies, which laid the foundation for the successful implementation of the project.

We thank everyone for their support and participation! Your input is important to us and helps us develop our projects. We appreciate everyone who is with us and look forward to further collaboration. Your feedback and ideas make us better. Thank you for being with us!

Olga Kutovaya is a professional in her field, with extensive experience and deep knowledge. She has established herself as an expert in providing high-quality services and solutions. Her approach attracts clients and builds trusting relationships. Her work involves not only completing tasks but also continuous development, allowing her to stay on top of current trends and innovations in her field. Olga Kutovaya strives for excellence and is always looking for opportunities to improve her skills and expand the range of services she offers.

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