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WCIT 2019 | Rethinking the center | Yerevan



Creative Agency: Maeutica Branding Agency
Art Director: Karen Gevorgyan
Account Director: Marina Ghazaryan
Brand Strategist: Nika Yepiskoposian
Photography: Arnos Martirosyan
Video production: Trilogy
Project Type: Produced, Commercial Work
Client: UITE
Location: Yerevan, Armenia
Packaging Contents: Promotional Packaging
Packaging Substrate / Materials: Paper

CHALLENGE
In 2014 Maeutica helped UITE to present Armenia at World Congress on Information Technology 2014 in Mexico as an applicant to host the congress in 2019. The «Why Armenia» video clip along with the speech won jury's hearts and Armenia was chosen to host WCIT-19.

The next challenge set for Maeutica was to create WCIT Armenia's brand identity that would communicate both the congress' general idea, and idea that Armenia would invite the world to discuss and share thoughts on.

SOLUTION
The idea of rethinking the center and challenging the binary perception of the world and its division into first and third, into famous and unknown, big and small, center and periphery, was set in the base of the brand platform!

The idea was visualized by manifesting the relativity of the Center, the possibility and excitement of exploring new centers. Communication materials make people feel confused first and then realize the other option, other point of view on reality. Thus, the goal to rethink the center is being achieved on every step.







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