Creative memorial installation “Roots of Strength” — part of a psychological corporate project to honor fallen colleagues, support staff, and transform grief into strength.
The main objective was to respond to a deep psychological crisis inside Kyivstar after years of war. Employees felt apathy, exhaustion, and guilt, which affected morale and performance. The company wanted to show empathy, to support its people not only as professionals but as human beings.
The goal was to create an initiative that would acknowledge pain, give strength, and foster unity. The company aimed to transform grief into resilience and turn remembrance into a source of motivation.
The expected impact: employees would feel supported, proud of their company, and more connected to each other. Kyivstar wanted to be perceived not just as an employer, but as a place of humanity and care — a company that stands by its people in the hardest times.
The creative concept was born from insights provided by psychologists after group sessions with employees. The key finding: to move forward, people needed a collective ritual to process grief. We proposed the Day of Life, a company-wide moment of remembrance and resilience.
Its culmination was the installation Roots of Strength in the Kyiv office. A massive stone split open, pierced by a living tree growing through it. The stone embodies trials and pain; the tree — life that continues; the roots — strength, pushing through darkness to reach the light. The installation was designed by a young Ukrainian sculptor who himself endured the war, adding authenticity and raw emotion to the work.
For the first time, a corporate memorial was placed directly inside an office — turning remembrance into part of everyday corporate culture. Regional offices will continue the concept with mini-installations: tree branches breaking through the wall, symbolizing life that cannot be stopped.
