Recognize Artsakh

SCOPE OF WORK

Campaign Identity
Campaign Development
Digital Design
Print Design
Sound Design
Creative Direction

UN SUSTAINABLE DEVELOPMENT GOALS
#16 Peace, Justice & Strong Institutions

DEFENDING ANCIENT INDIGENOUS LANDS

The Republic of Artsakh is an autonomous state of Indigenous Armenian lands in the Southern Caucasus, where Armenians have lived for over 3,000 years. In September 2020, Azerbaijan launched a war against Artsakh (backed by Turkey and ISIS mercenaries and using weapons and intelligence provided by Israel), while the rest of the world was preoccupied with COVID and the US Presidential elections. The war resulted in the death of over 5,000 Armenian soldiers and civilians, and the capture and ongoing detainment of dozens of POWs. Awareness urgently needed to educate people on the situation and raise donations for the thousands affected and forcibly displaced.

RESPONSE

MEK created an activism campaign comprising of a graphics pack of print posters and flyers for urban areas and protests, social media campaign and a music release.

MEK‘s art director Nicolas produced a breakcore track Artsakh which samples the Yarkhushta, a traditional ceremonial martial folk dance of Western Armenia, and quotes by Charlie Weimers, the Swedish Member of the EU Parliament, and iconic Armenian-American revolutionary Monte Melkonian.

The flag of the Republic of Artsakh

INSIGHT

Our aim was to create a strong, bold logo akin to Extinction Rebellion, the BLM movement and the anarchy symbol. We incorporated the pixel-esque ‘<’ from Artsakh’s flag which represents its mountains, with the peace sign to create a simple yet powerful and effective design.