Aesthetics of Russian Media: floristics as language

Aesthetics of Russian Media (ARM) is an independent outlet on the Russian media market — and a consulting agency, under the same name, for launching media products. I run the project as its publisher and the author of the idea; the brand's visual language we put together with designer Alyona Meshcheryakova, and built the whole thing around floristics.

Context and task

Aesthetics of Russian Media was born as a voice on the making of a new media market in the country — told through the stories of people, companies and brands. The project has strong substance, and the brand needed an identity that reads as a medium in its own right, with its own character and temperature.

We describe media projects as living organisms, each with its own temperature and form. Out of that grew the brand's central idea: the identity shows the reaction itself — the moment a raw impulse turns into a living, structured system. That form needed an image, and the image became a flower.

Solution

The Aesthetics of Russian Media identity is built around transformation, and the flower is its result. Floristics became the brand's language: tulips, a butterfly and a star-flower gather the energy of the media market into a calm, living system. The base is deep black; over it, orange-red and warm yellow-orange gradients, and a large "Aesthetics of Russian Media" wordmark.

• The "Aesthetics of Russian Media" wordmark and the signature star-flower
• Floristic art direction: tulips, a butterfly, macro shots of flowers
• Templates for social and outdoor, plus merch with stickers
• The outlet's own website, aestheticmedia.ru

What is a brand's visual language?

A brand's visual language is the system that makes a brand recognisable without a logo: palette, typography, art direction, motifs and tone, all working together. For Aesthetics of Russian Media that language became floristics — the flower and the warm palette turn the subject of the media market into a living, recognisable image that holds on any surface.