I led the “Tavana” (Empowered) marketing campaign, inspired by the poetry of Ferdowsi, which ran for two months. Leveraging AI tools, I designed all campaign materials, incorporating artistic elements that reflected the depth and spirit of Ferdowsi's work.
For one part of the campaign, which involved a competition for applicants to technical courses, I developed a concept inspired by Ferdowsi’s story “Haft Khan” (The Seven Adventures). In the story, the protagonist must overcome seven trials to achieve redemption.
In collaboration with the campaign executives, we structured the competition into seven stages, each representing one of the protagonist’s adventures in Ferdowsi’s story. This approach allowed participants to experience the journey as a series of progressive challenges, building engagement and anticipation at every step.
Visually, we maintained a unified campaign identity, ensuring consistency in color, typography, and design language, while crafting tailored representations for each stage. These visual treatments highlighted the unique theme or challenge of each adventure without breaking the overall cohesion, creating a dynamic yet harmonious experience that guided participants through the narrative while reinforcing the campaign’s core aesthetic and storytelling principles.
Additionally, we designed a visual grading system for the courses, drawing inspiration from the life cycle of a tree. Each stage of the system corresponds to a phase of growth: Seedling, Sapling, and Fruiting Tree. Within each phase, participants progress through three levels—Beginner, Intermediate, and Professional—represented visually through the plant’s development and vitality. This system not only provided a clear and intuitive framework for tracking progress but also reinforced the campaign’s storytelling, connecting personal growth in the courses to the natural, organic journey of growth and achievement.
