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.
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.
Photography: Arnos Martirosyan
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