Act I

Defining the Identity

The identity was shaped through motion, structure, and restraint. Letterforms were broken into modular glyphs and reassembled into a flexible system designed to work across static and animated states. Color was introduced with intention—rooted in cultural reference and contrast—supporting clarity, rhythm, and adaptability at every scale.

Act II

The Vocabulary of Bloom

The identity expanded into a modular illustration system built to move, repeat, and recombine. Elements flowed across motion, print, and tactile formats while maintaining a consistent visual rhythm—allowing the system to scale without losing character.

Act III

Taking It to the World

The launch was led through a sequence of art-directed video pieces supported by a cohesive digital rollout. Talent, setting, and motion were treated as primary storytelling tools, with the visual system grounding each asset into a unified release. Together, these elements framed the introduction of the event as a moment—designed to be felt before it was experienced.

Act IV

The Experience

The identity was realized through the live event itself. From menus and printed details to motion-led moments and candid interactions, every touchpoint was designed to feel cohesive and intentional. Food, drinks, and atmosphere became extensions of the visual system—captured through real moments as the space filled, the night unfolded, and the work moved from design into lived experience.

Credits

Creative Direction & Brand Design Pooyan Alizadeh
Art Direction Pooyan Mehraban
Social Media Design Diego Law
Project Management Paria Ross
Public Relations Vintage Mamani
Motion Design Ali Kavousi
Photography Ghazaleh Babaei Lakeh, Mohammad Moghaddasi, Khashayar Farahani
Videography Mehrad Haghighi
Set Design Behrad Sajasi, Negar Pashai
Sound Design Behzad Sh
Modeling and Styling Ailin Moghaddam, Cimia, Tina
Artists Neena Roe, Nunez, Shen, Mahan
Venue OBJX Studio

A collaboration between The Persian Magazine and Art& Studio