as opposed to photoshopping an entire poster from scratch, chapchinstudio has created the visual identity for the occasion of the 2014 tehran graphic design week by building a full scale structure. in response to the brief, which was ordered by the iranian graphic design society and sponsored by icograda, the process has led them to a 9-cubic meter installation consisting out of four diagrids around a square footprint. on two of its exterior surfaces, visitors are presented with a typographic element: one side features the event’s name in helvetica, and the other side mirrors the text using persian script. adding colors to each side are lights that hang across their faces as they change hues.
after photographing the installation, the group was able to produce different graphical mediums in accordance with their proposed branding standards. thus, attendees of the opening ceremony were able to simultaneously experience the project while reading posters, cards, and advertisements explaining information about the design week. each print out has its own defining aesthetic, exposing techniques that manipulate, enhance, and reconstruct the architecture. the work represents the philosophy that a concept can transcend across multiple disciplines, from of a two-dimensional representation created on the screen of a computer to a three-dimensional environment that occupies space in the real world.
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