Act I

Defining the Identity

An identity built to move before it was built to print.
Letterforms broke into modular glyphs and reassembled into a system designed for static and animated states alike. Color came rooted in cultural reference and contrast, supporting rhythm and adaptability at every scale. Restraint in the structure so the maximalism could sing.

Act II

The Vocabulary of Bloom

A system that repeats without repeating itself.
The identity expanded into a modular illustration language built to move, loop, and recombine across motion, print, and tactile formats, holding one visual rhythm while never sitting still. Scale without losing character.

Act III

Taking It to the World

Designed to be felt before it was experienced.
The launch led with art-directed video, talent, setting, and motion treated as primary storytelling tools, grounded by the system across a cohesive digital rollout. The campaign reels went on to pull 900K+ organic views. The room sold out days before the doors opened.

Act IV

The Experience

The night the system came alive.
Menus, printed details, motion moments, living art: every touchpoint an extension of one identity, built by 15+ collaborators across disciplines and captured as 200+ guests filled the space. The work moved from design into lived experience, and outlived the night.

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