Community 0: the identity we hope to retire

Please take a moment to read about this project — it is very dear to the team behind it. Community 0 is a volunteer initiative that works with non-media military units, helping them with branding and communication tasks. Seeing “branding” next to “military unit” may sound unusual, but this is a reality created by the war. Due to shortages of people and resources, Ukrainian units often have to communicate publicly to recruit people, attract support, and build visibility — much like brands in the civilian world.

The problem is that most military professionals have no experience in communications. As a result, units with influential figures or strong networks receive more attention and resources, creating an uneven distribution within the army. Community 0 was created to address this imbalance by helping units develop their own brands so they can recruit stronger teams and attract support. Because every soldier deserves to stand on the front line alongside equally capable and committed people.

The project was founded by the creative agency 9.8, together with a former infantry soldier who spent more than two years fighting in the war. This makes the initiative not only a creative effort for the military, but also a project shaped by personal frontline experience.

The name combines two meanings: “Community” as a collective of creatives united around supporting the army, and “0” as military slang for the front line. The identity is built around a simple frame referencing the number zero and the visual language of military map markings. Its restrained aesthetic contrasts with the loud communication of civilian brands, making it stand out through clarity and purpose.

The creators sincerely hope that one day projects like this will no longer be necessary. But for now, this is the reality we live in — and our way to make the world a little better.