The urban visual identity campaign in Riga, dedicated to the 36th anniversary of the restoration of independence of the Republic of Latvia, seeks to connect the younger generation with their family heritage, revealing the link between the values we inherit from generation to generation and carry forward, and our own contribution, which interact to ensure the development of a strong and sustainable country.
The urban campaign on the 36th anniversary of independence is a visual and emotional story about generational continuity, identity and family values in modern society. It focuses on a contemporary Riga youth in their work and study environment, complemented by a photograph of their family ancestor from the first stage of Latvia’s independence, creating a symbolic dialogue between the past and the present.
Riga’s 4 May campaign reflects the professions and lifestyles of today’s young people in the urban environment, while preserving and updating family archives. It fosters interest in family history, strengthens a sense of belonging and encourages dialogue between generations.
The project is realised in the form of a diptych, two images side by side: a young person in the present and an ancestor-family image in the past, respecting the archival material and highlighting contrasts – clothing, working environment, technologies. The visual design of the urban environment was created by photographer Reinis Hofmanis, and graphic design was done by Matīss Zvaigzne.
Latvia is not just a geographical territory on a map. It is a set of cultural, linguistic and historical experiences that shape a person’s sense of belonging. Latvia’s history is a story shaped by many generations, in which freedom has not always been a given. Despite various challenges, the Latvian people have preserved their identity, language, and culture. Latvia’s past is closely linked to its present, and every member of society is part of this continuity.
Family heritage is not just a testimony to the past, but an important resource for personal growth. It gives you a sense of belonging, inner stability and an understanding of your place
in society. Looking to the future, young people are aware of their responsibility not only to preserve their family and national heritage, but also to develop it.
Riga Municipality invites everyone to share photos of themselves in their professional environment – in the office, workshop, hospital, on stage, playing sports, studying or elsewhere – on their social networking platforms by adding the hashtag #manadzimta, along with a photo of a family ancestor from the time of Latvia’s first independence, thus telling their story and the story of their family.
The campaign slogan “My Latvia. My Responsibility” is an initiative of the Latvian National Guard to encourage each of us to think about our personal role and actions in strengthening Latvia.
Information was prepared by Ineta Miglāne, Project Coordinator, External Communication Division of the Communications Department of the Riga City Council, e-mail: ineta.miglane@riga.lv.
