City Branding Campaign

Shiraz – Where Life Becomes Poetry

This project is an international tourism branding and campaign design for the city of Shiraz, Iran. The aim is to reposition Shiraz beyond a purely historical destination and present it as a living, poetic experience rooted in culture, humanity, and timeless beauty. The project includes logo design, visual identity, digital presence, and a full range of brand applications.

Concept & Idea

Shiraz is one of the oldest cities in the region, surrounded by some of the world’s most ancient archaeological sites. At the same time, it is widely known as the city of poetry, and human warmth. The core idea of the campaign is to bridge ancient heritage with contemporary life, presenting Shiraz as a place where history, poetry, and everyday moments coexist naturally.

The campaign speaks to international travelers through emotion rather than information, using visual storytelling to communicate a universal feeling that transcends language.

Logo Design& Concept

The logo is built around the griffin, an ancient Iranian symbol found in historical sites near Shiraz. The griffin represents protection, strength, wisdom, and guardianship of culture.
By reinterpreting this symbol in a modern form, the logo connects Shiraz’s deep historical roots with a contemporary visual language.

Soft, flowing lines were used to reflect the city’s poetic character and to create a balance between myth, history, and modern design.

Visual Identity

The visual identity combines:

  • Soft, organic lines inspired by poetry and movement

  • A restrained, modern layout system

  • Human-centered photography focusing on real moments rather than monuments

The identity is designed to feel timeless, calm, and emotionally engaging, allowing the city’s atmosphere to speak for itself.

Design Approach

The design approach avoids typical tourism clichés and heavy visual decoration.
Instead, it focuses on:

  • Minimalism and clarity

  • Emotional storytelling through photography

  • Subtle branding that supports, rather than dominates, the visuals

Text is intentionally removed from most images, allowing visuals to communicate freely and universally

Color & Cultural Significance

The color palette is inspired directly by Persian culture and the city of Shiraz:

  • Persian Red symbolizes warmth, energy, cultural richness, and human connection

  • Turquoise Blue is inspired by the iconic mosque tiles of Shiraz, representing spirituality, calmness, and architectural heritage

Together, these colors create a strong emotional and cultural connection while maintaining a modern aesthetic.

Brand Applications

The identity is applied consistently across a wide range of touchpoints, including:

  • Website design

  • Gadgets and merchandise (mug, T-shirts, pens, tote bag, cap, mouse pad)

  • Stationery set (business cards, letterhead, folder, business card,)

  • Brochure, tourist guidebook

  • Posters, billboards, stands, and way finding

Each application reinforces the same poetic and cultural narrative, creating a cohesive and recognizable brand experience.

Instagram & Campaign Design

The Instagram campaign is built entirely around realistic, documentary-style photography.
Images focus on:

  • Light and shadow

  • Quiet moments

  • Human presence

  • Everyday poetry

No text is placed on images. Captions remain minimal and poetic, allowing international audiences to connect emotionally without the need for translation.

The overall campaign presents Shiraz not as a destination to be consumed, but as a state of mind to be experienced.

Instagram post

Feel the Poetry of Life.

"Sometimes poetry is just light, and a quiet step."

#Shiraz
#MoreThanHistory
#Shiraz_Travel

Instagram post

More Than History.

"History lives here. But so do smiles, stories, and people."

#HumanStories
#Shiraz
#Shiraz_Travel

Instagram post

Shiraz.
Where life becomes poetry.

"Here life doesn’t rush.
It listens."

#Shiraz
#FeelThePoetryOfLife
#MoreThanHistory

Instagram post

Shiraz Is a State of Mind.

“This is not about a city. It’s about a feeling.”

#LifeInShiraz
#Shiraz
#ShirazIsAStateOfMind
#MoreThanHistory

Outcome

The final outcome demonstrates how tourism branding can move beyond informational promotion and instead create meaningful emotional connections, inviting visitors to experience Shiraz not only as a place to visit, but as a state of mind.

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