Edgar Gukasian (eedjhub)
Multidisciplinary Designer

Visual Identity
for AYL Hiking Club

Ayl Club is a hiking project based in Armenia that sees hiking not as an extreme sport, but as an accessible
way to connect with nature and people. The club brings together guided trips, offline events, media,
and its own line of functional objects, building a community around a shared culture and visual language.
The identity is based on Trchnagir, a medieval Armenian tradition of “bird lettering.” Its forms are reinterpreted
as artifacts discovered within the natural landscape, connecting contemporary
outdoor aesthetics with Armenia’s cultural heritage.

Branding for Dario Argento’s
film studio “Studio Profondo”

The identity for director and screenwriter Dario Argento’s film studio is based on the visual language
of his films, where fear meets beauty and color and composition become part of the tension.
The studio focuses on horror, thrillers, and mystery, turning genre cinema into a distinctive visual experience.
The identity is built around a contrast of red, black, and white, distorted typography, raster-treated imagery,
and the image of a bird with crystal-like feathers referencing The Bird with the Crystal Plumage.
Together, these elements convey the theatricality, unease, and sense of constant
observation characteristic of Argento’s cinema.

Print and digital menu design
for Daboo. Armenia

The project for Daboo included the development of print and digital versions of the main and bar menus.
The main goal was to preserve the visual coherence of the space, built around Art Deco and 1930s aesthetics.
I developed the typography and geometric grid, as well as references and composition guidelines
for food and drink photography, allowing all menu elements to work as one consistent system.

Branding for KMUNE,
a digital platform for residential
communities in Armenia

KMUNE is a digital platform for residents of apartment buildings in Yerevan, combining everyday services, building
management tools, and chats for communication between neighbors. The project aims to simplify daily tasks
while bringing back the close neighborhood relationships traditionally important in Armenian culture.
As part of my work at MAROG Studio, I contributed to the development of the identity and visual system,
communicating the ideas of comfort, open communication, and community.