Hotburo case study: promo landing design for Etnodim | Freedom is never free with United24 — interactive 3D vyshyvankas, ornament navigation, animation.
Etnodim | Freedom is never free is a joint project of the ethnic clothing brand Etnodim and Ukrainian companies working at the intersection of fashion and technology. It honours everyone who stood up to defend Ukraine’s freedom and shows international support: how partner countries’ cultures blend with Ukrainian ethnic art in vyshyvankas (embroidered shirts). Hotburo designed the promo landing page.
- Project: Etnodim | Freedom is never free, in collaboration with United24
- What we did: promo landing page design
- Key idea: interactive 3D vyshyvankas
- Partners: Etnodim, DressX, Public Kitchen, Smplfy, Bickerstaff.535
- Website: etnodim.ua/freedom-is-never-free
Concept: tradition + technology
The site is built on a blend of tradition and modern technology. The focus is on 3D vyshyvankas: each is based on traditional Ukrainian ornaments but adapted to contemporary design, so the project speaks to a global audience.
Design details
Navigation uses ornaments from traditional embroidery. Animations follow the movement of a needle, so the page feels like a living canvas. The interactive 3D models can be rotated, recoloured and given different ornaments.
Colours
The palette draws on the traditional colours of Ukrainian embroidery: red for love and energy, black for the earth and family roots, white for purity and spirituality, blue for the sky and freedom.
Typography
The main typeface is a geometric grotesque that reads easily and feels modern. Decorative Cyrillic-inspired typefaces add ethnic character and underline the Ukrainian roots.
The result
Created in collaboration with United24, the site is both a tribute to Ukraine’s defenders and a platform for spreading Ukrainian culture worldwide.
FAQ
What is Freedom is never free?
A project by Etnodim and Ukrainian tech and fashion companies that honours the defenders of Ukraine’s freedom through a collection of vyshyvankas.
What makes the website special?
Interactive 3D vyshyvankas you can rotate and customise, ornament-based navigation and animations that imitate a moving needle.
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