An annual program and a rotation of debut collections, Starch Foundation hosts four to six young designers for an entire year, providing a space, in Saifi, Beirut, for the launching and sale of their new products. Among the designers chosen for the 2012|2013 season was Sevag Dilsizian whose 20 years of experience in the jewelry design field now bear fruit to an innovative product line of rings under the brand name DAS.

Kite created the strategy for the brand by elaborating the positioning of both the designer Sevag Dilsizian and his work. We identified models of representation ranging from value to personality. To produce a relevant identity for Sevag’s pieces, the process led us from a formal exploration of his methodology and artworks to the intangible thought sequence that inspired their creation. The elaborate struggle aligned with the intricate detailing and layering in each ring eventually led us to a symbol that accurately represents both the product and the designer behind them.

October 2012