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.







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.






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







Dramatic Signage