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Advertising | 2016
Befarma Campaign
Befarma, the Peace Social-Connection campaign, used a word rooted in Iranian hospitality to serve as both an invitation and a message of openness. Aligned with UNDP Goal 16, the campaign adopted a visual identity inspired by the UNDP color system, centered on Persian Blue (#1C39BB), a color associated with sincerity and trust. Photography highlighting natural human interactions supported the campaign’s aim to present Iranian generosity beyond political narratives. The Persian Blue square formed the core visual element, acting as a minimal and strong symbol of dialogue and balance. Flexible typography and modular color layouts allowed the identity to adapt across social media, posters, and exhibition formats.
Challenge
The main challenge in this project was transforming a politically sensitive subject into a message of unity and understanding without introducing cultural bias or the appearance of propaganda. The team needed to communicate sincerity and optimism through visuals that were simple and universally readable. By emphasizing gestures, expressions, and the emotional effect of color instead of direct slogans, the project avoided political interpretation and focused on creating a sense of human connection that could be understood across different cultures.
Collaborative Team
Team Members
• Sara Pirahmadian
• Saleh Amini
• Elnaz Lashkari
• Amir Shameli
Supervisor
• Amrollah Farhadi
Academic Project
• Vije School of Design & Communication
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