Social media
BRICS Russia is the national selection of contestants who will represent the country at the international MISS BRICS beauty pageant. The project brings together the Miss, Mrs and Little Miss categories and includes castings, an educational programme, a reality format and the final selection of Russia's representatives.
Create a distinctive identity for the Russian selection while developing a scalable system for every country in the project. The identity, websites and digital tools had to adapt easily to Russia and 16 other participating countries, preserving both the unified MISS BRICS style and each national selection's character.
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 not only the visual identity for the Russian selection, but also a branding system for 16 other MISS BRICS participating countries. The shared visual architecture unites the national projects while allowing colours, symbols and communication to adapt 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 content, interviews, stage results and key moments. This format lets the audience follow the project as it unfolds and gradually get to know the future MISS BRICS contestants.
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.
