Vasken Kalayjian
Now that the Armenia Country Branding team has completed the
discovery, analytic and strategic phases of building a brand identity
for Armenia, it is working full speed ahead to put a face on it. This is
where the creative process takes center stage.
Nonetheless, before arriving at a winning creative execution, meaning
a logo and tagline, for Armenia, several more exploratory exercises are
involved. After all, encapsulating 2000 years of history and the
promise for the future in a few words and images is no easy feat.
However daunting this may sound, our discovery phase has uncovered a
goldmine of compelling material to work with. The real challenge is to
identify which of Armenia’s many national attributes best resonate with
key stakeholders and primary audiences.
