The Shape Beneath: Armenian Designer Artem Muradyan’s Multiscript Campaign for Cultural Inclusion

In May 2026, Artem Muradyan, an Armenian communication design student from Tongji University, unveiled his graduation project: Ձևի Հիմքում / The Shape Beneath / 形之下. The project is an inclusive cultural campaign identity concept developed for the Matenadaran museum in Armenia, designed to introduce Chinese Song dynasty calligraphy to Armenian audiences through a multisensory experience—visual, audio, tactile, and interactive.
The graphic system begins with a single calligraphic character, which is then deconstructed through analysis of its structure, outline, negative space, and visual weight, before being reconstructed into simplified block forms. Each resulting shape is derived from the internal logic of the original character, preserving its essence while making it accessible across cultures. The typography integrates Armenian, English, Chinese, and Braille into a single unified system, creating a more inclusive approach to brand identity. The entire system is built according to accessibility frameworks, ensuring that the content remains accessible to all users regardless of ability.
The project garnered significant interest from Chinese audiences, who were particularly fascinated by the distinctive Armenian script and the bold visual integration of these two very different writing systems.