Social media
BRICS Russia is the national selection of participants who will represent the country at the international BRICS beauty pageant. The project unites the categories Miss, Mrs., and Little Miss and includes castings, an educational program, a reality format, and the final selection of Russia's representatives.
To create a standalone identity for the Russian selection while simultaneously developing a scalable system for all participating countries. The identity, websites, and digital tools had to be easily adaptable for Russia and 16 other participating countries, maintaining a unified BRICS style while preserving the national character of each selection.
At the research stage, we studied national beauty pageants, cultural codes of participating countries, and visual solutions of international projects. It was important to create a modern system that would differ from the classical aesthetics of pageants and could scale across 17 national selections simultaneously.
The BRICS Russia concept is based on a contemporary interpretation of national imagery. The matryoshka became the central symbol of the project: recognizable, emotional, and easily adaptable to different participant categories, digital formats, printed materials, and event design.
We developed a corporate identity not only for the Russian selection, but also a branding system for 16 other participating BRICS countries. The overall visual architecture unites the national projects while allowing adaptation of colors, symbolism, and communication to each country's cultural context.
A separate website was created for BRICS Russia with information about the competition, categories, selection stages, jury, and participation terms. A similar structure was adapted for websites of other countries, enabling the formation of a unified international digital ecosystem of national selections.
The project is built on 1C-Bitrix using JavaScript and PHP, and the interface design was developed in Figma. The platform architecture is designed for a large volume of content, applications, and national versions of the site with a unified management principle.
1c_bitrix
JavaScript
php
figma
Online participant questionnaires with personal data, photos, and necessary materials upload are implemented on the sites. An application processing and systematization system was created for the project team, and automatic email newsletters accompany participants at different selection stages and notify them of application status changes.
A unified digital communication system was developed for the project: casting announcements, participant and jury introductions, news, partner materials, and coverage of key stages. The content adapts to different platforms and maintains the recognizable style of the national selection.
During castings and events, the team manages the project in real-time: publishing backstage, interviews, stage results, and key moments. The format allows the audience to follow the project's development in real-time and gradually get to know the future participants of BRICS Russia.
For the project, we developed branded merch, clothing for participants, and a complete set of printed materials. The system included invitations, badges, certificates, welcome kits, packaging, navigation materials, and products for castings and events.
All items were designed in the unified BRICS Russia style and became part of the project's visual experience — from the participant's first contact with the brand to the final events of the national selection.
