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  • AASSTTIINN
2015
AASSTTIINN Design Platform
Art Direction, Identity, Print, Web
Copywriting by MEEZ, Interior design by Tehran Platform
 AASSTTIINN is a multidisciplinary creative platform collaborating with Iranian artists and designers worldwide, at the intersection of fashion, lifestyle, and design. The name means sleeve in Persian, the hidden fold of a garment where tricks are kept and possibilities wait. That spirit shaped the identity's core: unconventional and built to surprise. The doubling of each letter mirrors this duality, a repetition that lives in both the voice and the eye.
               Studio Melli developed the brand identity from its foundations, building a grotesque typographic visual language that became distinctly recognizable across the region, influencing the broader graphic language of the brand, its merchandise, and productions. The system was conceived as a counter-branding gesture, deliberately irregular and resistant to convention, reflecting a platform that exists to challenge the boundaries of fashion and lifestyle. Over years of close collaboration, the identity evolved across motion, digital content, event and exhibition design, and spatial experiences including pop-up stores developed with Tehran Platform, where the graphic language took physical form.

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