The Ornithology Club «Klyuvik» is an open community of bird enthusiasts from St. Petersburg, established to promote birdwatching and ecological interaction with nature. Within the scope of this project, a flexible brand style has been developed, allowing participants to independently adapt the identity for their own initiatives—whether organizing excursions, publishing guides, or running local educational events.
The «Klyuvika» group on VKontakte is the heart of the community—a place where a casual interest transforms into a conscious love for birds, and individuals become a team.
Weekly feature: «Bird of the Week»
We are convinced that anyone can talk about birds—a teacher, a student, a retiree, or an office worker. Therefore, the identity system has been designed to be as simple as possible. Anyone can replicate it.
The «Klyuvik» branding is structured as a flexible, two-tiered system. At the professional level, the art director develops the foundation—a strict corporate identity and signature merchandise that sets the visual standard. At the same time, this specially designed system allows for grassroots interpretation: volunteers adapt the brand for local initiatives, creating vibrant, unique materials within the established guidelines. This way, we maintain recognition while granting the community freedom for creative self-expression.
Klyuvik is pleased to re-release a series of Soviet postcards. Three issues of colored postcard sets make up the photographic series «Our Feathered Friends» and contain 54 images of various species of avian inhabitants of the planet. The first issue of postcards included members of the sparrow family.
In addition to the postcards, there is a booklet featuring the text from the original 1975 insert that came with the cards.
Klyuk offers a field guide for beginners in urban ornithology. It features 30 of St. Petersburg’s most recognizable birds—from sparrows to swans—complete with elegant engravings and a space for notes. Users can log their encounters with birds, track their behavior and seasonal changes, gradually building a unique chronicle of urban nature and deepening their understanding of the city’s ecosystem.