Total Drama: Architectural June 2024
Festival Branding / Visual Identity / Copywriting
June 2024
TOTAL DRAMA marks the debut of the Architectural June festival in Yerevan, an annual celebration of the intersection between art and architecture, curated by the Electric Architects agency. The 2024 edition, themed Theatre, transforms the city into a stage where architectural forms and artistic expressions merge.
The festival’s visual identity juxtaposes retro nostalgia with digital aesthetics. By reimagining tradition and questioning established narratives, it offers a provocative invitation to experience classic mediums through a nouvelle lens.
Overview
In Yerevan, everyday life, people, dialogues and even architecture scream DRAMA. When the summer heats roll, the whole vibe gets an extra dose of theatrics. And in the heart of June, as Yerevan cityscape transforms into a stage, the first Architectural Month unfolds as a journey, where the echoes of "total theatre" reverberate through the intertwining realms of architecture and drama, showcasing a diverse array of events that push the boundaries of traditional storytelling.
In Yerevan, everyday life, people, dialogues and even architecture scream DRAMA. When the summer heats roll, the whole vibe gets an extra dose of theatrics. And in the heart of June, as Yerevan cityscape transforms into a stage, the first Architectural Month unfolds as a journey, where the echoes of "total theatre" reverberate through the intertwining realms of architecture and drama, showcasing a diverse array of events that push the boundaries of traditional storytelling.
Pre-Launch Campaign
We created and distributed a series of print visuals across the city to get the word out, directing the viewers to the social media accounts.
Event Posts and Posters
Brand Applications
Design Process as an Exhibit
We were invited to present our creative journey in shaping the visual identity of TOTAL DRAMA as part of the exhibition. Through a curated showcase, we distilled the key moments from the four stages of our design process, offering a deep dive into the conceptual thinking that underpins the festival's visual identity.
We were invited to present our creative journey in shaping the visual identity of TOTAL DRAMA as part of the exhibition. Through a curated showcase, we distilled the key moments from the four stages of our design process, offering a deep dive into the conceptual thinking that underpins the festival's visual identity.
Socials / Organic Shares
Exhibition Archive: Musæum by
Rambalkoshe
The “Museaum” exhibition was the largest among the series of the festival events. It took place in a soon to be demolished abandonded building. The exhibition featured dozens of artist from different creative disciplines.
Exhibits
Ara Harutyunyan
Arman Harutyunyan
Khoren Matevosyan
Vahan Stepanyan
Victor Melamed
yerevantropics
Sculpture
David Khodjamiryan
Roman Grigoryan
Performing Arts
Babken Shahbazyan
Mikayel Abrahamyan
Valentina Davityan
Immersive Installations
Eager Wobistdjetzt
Karen Badalian
Maria Melikyan
Marianna Karapetyan
Shahen Khasikyan
Tigran Gevorgyan
Concept Stores
The Main
Vajrapar
Tumo Studios
Voch Luys Voch Mut
Rambalkoshe
The “Museaum” exhibition was the largest among the series of the festival events. It took place in a soon to be demolished abandonded building. The exhibition featured dozens of artist from different creative disciplines.
Exhibits
Ara Harutyunyan
Arman Harutyunyan
Khoren Matevosyan
Vahan Stepanyan
Victor Melamed
yerevantropics
Sculpture
David Khodjamiryan
Roman Grigoryan
Performing Arts
Babken Shahbazyan
Mikayel Abrahamyan
Valentina Davityan
Immersive Installations
Eager Wobistdjetzt
Karen Badalian
Maria Melikyan
Marianna Karapetyan
Shahen Khasikyan
Tigran Gevorgyan
Concept Stores
The Main
Vajrapar
Tumo Studios
Voch Luys Voch Mut
Dramatic Signage