«Black and White”—an exhibition celebrating the 80th anniversary of the Tractor Hockey Club: from its name and emblem to its uniforms and proprietary apparel brand.

May 2027, Larisa Depershmidt Gallery. A year marking the club’s 80th anniversary and the year that Chelyabinsk will be recognized as Russia’s cultural capital.

The project is developed in collaboration with the club and draws upon the visual research „Hockey Uniforms as a Source of Street Style.“

In 2027, two events coincide for Chelyabinsk: Traktor celebrates its 80th anniversary, and the city becomes a cultural capital of Russia. Hockey jerseys, meanwhile, have long existed outside the arena. Fans wear sweaters in the city, and the club has its own apparel brand, Traktor Apparel.

At the center of the exhibit is a hockey sweater. Four sections trace the evolution from the club’s name in 1947 to its design as a fashion code for 2027. Surrounding the exhibition is a weekend program for fans, families, and the fashion-conscious audience, featuring lectures and a kids' competition.

Break down the solution into clear steps and stages of application.

Show the path from start to result in a logical sequence.

The clearer the process, the lower the barrier to decision-making.

Formulate exactly how the audience can continue working after the presentation.

Remove ambiguity—show the steps, the format, and the entry point.

The individual must understand what to do next and how accessible it is to them.

Capture the core value proposition in a short, memorable statement.

Tie the conclusion back to the initial motivation presented in the «Why» section.

The final screen must sustain the message and gently guide the user toward continued engagement.