Portfolio

Project Overview: KAYT approached us with a mission to revitalize Armenian traditional culture by integrating it into modern life. We were tasked with developing a holistic branding strategy, visual identity, and positioning that would resonate with both Armenian heritage and contemporary audiences. Over a six-month period, we worked in close collaboration with KAYT, undertaking multiple iterations to refine the strategy and create a cohesive brand identity.

Visual Identity: The core visual element of the brand is a logo inspired by a branch bearing a pomegranate, a powerful symbol in Armenian culture representing the tree of life and fertility. The pomegranate fruit is abstracted into an octagonal shape, with its fractured outline hinting at the richness within, and an eight-pointed star at the center symbolizes the burst of sweetness from the fruit. The star’s design also holds the brand name “KAYT” within it, signifying the blend of tradition with modern storytelling.

The bottom half of the logo showcases the branch that carries the fruit, with three pairs of upward-pointing leaves representing growth and renewal. The structured, geometric arrangement emphasizes the brand’s alignment with Armenian aesthetics, while simultaneously offering a modern interpretation of cultural motifs.

Positioning: Our strategic goal for KAYT was to position it as a guardian of Armenian traditional culture, ensuring that it transcends generations while staying relevant in the modern world. We positioned KAYT as both a cultural preserver and a creative innovator, cultivating an environment where tradition could flourish in everyday life.

The mantra we crafted—”Reviving Tradition, Inspiring Generations”—underscored this dual focus. The brand was designed to evoke a sense of pride and connection, blending cultural heritage with forward-thinking values.

Mission: KAYT’s mission centers around ensuring the continuous life cycle of Armenian traditional culture by creating a space for recognition, expression, and development. We crafted this mission to highlight the brand’s focus on making culture accessible, engaging, and an integral part of everyday life, ensuring its natural transmission from generation to generation.

Vision: Our long-term vision for KAYT is one where every Armenian becomes an active bearer of their traditional culture, passing it on through generations and ensuring its natural perpetuation. We believe that through education, artistic expression, and cultural accessibility, KAYT will foster a future where Armenian traditions are not only preserved but flourish in a globalized world.

Brand Development Process: This project spanned over six months of close collaboration and iterative refinements. We began with in-depth research into Armenian culture, understanding the rich symbolism and traditional elements that would be integral to the brand identity. This informed the initial concept for the visual identity and strategic positioning.

During the process, we navigated numerous strategic redirections and iterations to ensure the brand’s messaging aligned perfectly with the vision. We conducted extensive feedback sessions with stakeholders, redefined key messaging, and aligned the brand’s mission and vision to better reflect the evolving cultural landscape.

By the final iteration, we had honed a visual identity and brand strategy that not only captured the essence of Armenian tradition but also resonated with a modern audience. The logo became a symbol of cultural pride, and the overall brand identity conveyed a sense of timelessness, relevance, and authenticity.

Conclusion: Through our work with KAYT, we helped to create a brand that embodies both the heritage of Armenian culture and its potential for future growth. The visual identity, mission, and positioning work together to ensure that KAYT stands as a symbol of cultural revival, ready to inspire and engage future generations.