With its rich cultural history and strong-willed witty people, Gyumri has a myriad of stories to tell—from its mortarless stone structures to the city’s fabled history as the hub of entertainment—a new identity was developed to re-empower the earthquake ridden city with its former vigor.
While working closely with the city’s locals, diaspora, and ministry of tourism—multi-phase workshops were conducted to generate data on which to formulate a brand strategy. Aiming to unite the cities stories, their settings and punch lines, under one umbrella to make them recognizable and widely known as authentically “Gyumri.”
A respective hashtag “#OpenGyumri” speaks to the notion that the city is open to tourism, investments, realizations, and innovation.
The brand pays homage to the many layers of Gyumri, both of its past and present. Work done through a CSR program and in collaboration with DEEM alongside Hjörtur Smárason.
