Situated at the intersection of place branding and the concept of timelessness,
the aim for my project was to understand how can a graphic language
strategically change the perception of a country. The main objective was
to bring past to future, to make past visitors of Greece lose the sense of time,
to connect them with the country in a more cultural and conceptual way,
to make them feel that Greece is a place that evokes the spirituality of
timelessness and time travel.
The big brand idea is “Greece: Past events,
future feelings” and it emphasizes the core brand promise of creating a
connection between what my audience has experienced in Greece
already and how they will remember it in the future.
The Past
Throughout the book, the reader can discover stories about immortality,
divinity and eternity in ancient Greece. The unique design element of
“The Past” is its grid and format that are based on time and sequence,
on the sundial and hence, the position of the sun. The use of tracing
paper plays a leading role since it reveals the passage of time.
The chosen paper stock creates time layers, faded text and
memories both literally and metaphorically respectively.
The Present
The present shows current and modern Greece, it represents the
continuity of the Greek alphabet, the script that has been used to
write the Greek language since the 8th BC. The book conveys two
ideas. Firstly, the large overlapping letters and the use of colorplan
paper show one of the most popular aspects of Greece, its natural
colors and geographical features. Secondly, a closer examination
of the cut out letters leads to a reflection on the time of Greece,
a connection between the past, present and future.
The Future
The third book of my output is based on the art of memory,
the elaborate system created by the ancient Greeks.
It is presented as a “hidden” photo album with just white pages.
In contrast to the past, where the text fades away, I intended to
do the exact opposite here; to forecast the future memories of
past visitors of Greece and make them stronger, by creating a
blank french-folded book.
