This project is my contribution to the 'Un Week-end à l'Est' festival, which will take place in Paris in November 2024.
The festival celebrates cultural exchanges between Eastern and Western Europe, featuring visual arts, cinema, dance, literature, music, and intellectual debates.
I collaborated with Paprika, the creative agency responsible for the overall branding and layout, to create the festival’s key illustration.
Paprika established the design direction with a clean, professional layout and modern typography. My role was to enrich the visual identity with a bold and dynamic illustration that captures the essence of cultural exchange and artistic vibrancy, aligning with the festival’s theme.
I began by exploring motifs that bridge Eastern and Western aesthetics, drawing inspiration from beautiful Yerevan architecture - the Cascade monument.
The process involved several rounds of sketches and refinement, as I worked to create a visual narrative that resonates with the festival’s eclectic program. Below are video process showing the evolution of the design, alongside 4 different color options of the final artwork.
The final illustration brings together abstract forms and cultural symbols from Armenian culture, using bold colors to evoke warmth and energy. The illustration reflects the inclusivity and vibrancy of the festival, standing out as a visual anchor for the event.
