Symbol & Brand Storytelling
Turning a Political Symbol into a Recognizable Brand Asset
A brand storytelling campaign designed to build recognition of the Wings of Unity political identity by transforming its winged bull symbol from a visual identifier into a recognizable brand asset with its own meaning and story.
Overview
—A brand storytelling campaign designed to build recognition of the Wings of Unity political identity by transforming its winged bull symbol from a visual identifier into a recognizable brand asset with its own meaning and story.
Role & Team
—Campaign created and led by Nune Hovsepyan, overseeing the campaign’s strategic communications, positioning, messaging and overall execution.
The campaign was delivered with the involvement of Arev Avagyan, Social Media Lead, and Tiruhi Bayburdyan, PR Manager.
Campaign Challenge
—As a newly established political party, Wings of Unity needed to build recognition quickly. The challenge was not simply to introduce a new name and visual identity, but to create a strong association between the party, its winged bull symbol, and its founders.
Strategic Approach
—Recognizing that a new political symbol becomes more memorable when audiences understand what it represents and where it comes from, we transformed the origin of the winged bull into a brand story.
Turn the Symbol into a Story
Drawing on its connection to the Sardarapat Memorial, we created a dedicated storytelling video linking the symbol’s cultural reference to the broader values and political narrative of Wings of Unity and its founders.
Build a Consistent Brand Association
The storytelling brought the Wings of Unity name, the winged bull symbol and the party’s founders together within one consistent narrative, strengthening the association between them.
Amplify the Story
The story was amplified across social media and earned media, extending the narrative beyond the original video and giving the symbol significant public visibility.
Impact
—The story generated 2M+ views and 150+ media and social media publications, giving the winged bull significant visibility and helping transform it from a visual identifier into a recognizable brand asset with its own meaning and story, while reinforcing the association between the Wings of Unity name, its symbol and its founders.