Lutsk, Ukraine, 27 November 2025 — The new business brand of Volyn Oblast, created to strengthen investment attractiveness, support business development, and highlight the region’s economic potential, has been presented in the regional capital Lutsk.

The presentation took place during the “Business Brand of the Region as an Engine of Development in Wartime” conference, organized by the Volyn Regional Council and Regional State Administration, the Volyn Economic League Association of Local Self-Government Bodies and creative agency Partyzan, with support from UNDP in Ukraine and funding from the government of Japan.

The new brand is positioned as the first specialized economic brand of a Ukrainian oblast, or region, and was developed jointly by public and private partners. Its visual concept combines elements of heraldry, traditional ornaments, nature, and architecture, while the logo is based on the existing “Volyn Unique” tourist brand. 

The new Volyn business brand is strategically designed to boost the region's recognisability and enhance its attractiveness to investors, partners, and businesses. It unites Volyn’s tourism potential, digital promotion, and key business initiatives under a unified visual and conceptual identity, thereby forging a strong economic image for the region. The brand is intended not only to reshape Volyn's visual perception but also to serve as a clear and compelling "entry point" for partners and investors alike.

Under the slogan “Volyn — Powered by Business,” a comprehensive package of offerings has been developed: an investment catalogue, a bilingual online platform, presentation materials for companies and communities, a labelling system for Volyn-made goods in retail chains, success stories of local entrepreneurs, and new formats for promoting the region in Ukraine and abroad.

Hryhoriy Pustovit, Deputy Chairman of the Volyn Oblast Council, emphasized the symbolic component of the new brand: "We live in a country that has already become a brand itself,” he said. “We’re strong, smart, and capable of changing the world. And Volyn should demonstrate this just as convincingly."

Maksym Boroda, Project Manager for Economic Policy and Private Sector Development, UNDP, noted that the launch of the brand was the beginning of a task for the long-term:

"This is the first specialized economic brand of a region in Ukraine,” Boroda said. “However, a brand is not an endpoint, but a tool. There’s a lot of work ahead to increase the recognition of Volyn at the national and international levels." 

During the presentation of the brand, the region’s leading enterprises were given special “Business Brand of Volyn” awards. The awards were given in recognition of the contribution of micro, small, and medium-sized businesses to the region’s resilience, celebrating companies that demonstrate innovation, responsible business conduct, job creation, and export potential. The awards are intended to become a means for annually acknowledging the region’s business leaders, and for motivating other companies to join the brand’s shared ecosystem.

A seminar was also held at the conference on marketing tools for promoting the region. Representatives of government, business, the public sector, and the academic community discussed how the new brand aligns with the implementation of the Volyn Region Development Strategy until 2027 — particularly in terms of shaping a positive business image, developing tourism clusters and craft industries, and attracting investors.

Media inquiries: 

Yuliia Samus, Head of Communications and Advocacy at UNDP Ukraine, yuliia.samus@undp.org