ARCHIFORMA • Design & Communication Theory
ARCHIFORMA is a visionary jewelry brand crafted specifically for architecture enthusiasts, professionals, and anyone captivated by the interplay of form, space, and structure. Founded on the bold concept of translating monumental architectural principles into intimate, personal adornments, the brand reimagines iconic buildings and styles as exquisite pieces of jewelry that can be worn daily without compromising elegance or comfort.
Rings inspired by Antonio Gaudi. Generated in Sora.
Communication in the field of design
Communication theory studies the processes of transmitting, perceiving, and interpreting information between people, groups, or systems. This science integrates knowledge from psychology, linguistics, sociology, and other disciplines, analyzing the essence of communication mechanisms, barriers, and their impact on society. This field helps understand how messages shape relationships and behavior.
Communication theory in design focuses on creating visual and interactive systems that effectively convey messages from a brand or author to the audience. It adapts classic models, such as Shannon-Weaver, to graphic and digital design, where key elements include signs, context, and feedback, minimizing «noise» in perception.
This approach, known as communication or visual design, helps form emotional connections and convey values through form, color, and structure.
Visual communication is used in branding, advertising, and UI/UX to convey values without words—through symbols and storytelling. Design semiotics analyzes how forms express ideas, solving communication tasks in web, print, and interactive media. This increases engagement, turning design into a tool for dialogue between the brand and the consumer.
ARCHIFORMA and Communication Theory
ARCHIFORMA pieces are inspired by various architectural styles. In the context of communication theory, it helps convey the story of architecture through visual signs (forms, textures, proportions), creating a dialogue between the brand and the audience, where the customer «decodes» the symbolism of styles—from Gothic to Modern—and associates it with values like eternity, innovation, or elegance.
Presentation for a general audience
Pop-up store interior. Generated in Sora.
Mission and values
At its core, ARCHIFORMA positions jewelry as a profound bridge between architecture’s grand spatial expressions and the intimate harmony of human adornment. Architecture sculpts environments that shape our perceptions and movements; ARCHIFORMA’s jewelry extends this into the personal realm, adorning the body with micro-versions of those same philosophies. This fusion celebrates harmony—not just aesthetic balance, but the rhythmic dialogue between macro-scale built forms and micro-scale personal expression, inviting wearers to carry fragments of architectural genius on their skin.
The mission of ARCHIFORMA is to translate architectural ideas into meaningful, wearable jewelry that connects people with the spaces and structures they love.
Core purpose
ARCHIFORMA exists to turn iconic architectural forms into everyday objects of personal expression. The brand’s mission is to preserve the spirit of great architecture—its proportions, rhythms, and silhouettes—and reinterpret it at the scale of the human body, so that anyone can «wear» fragments of buildings, cities, and movements as part of their own identity.
What the brand strives to do
Create jewelry that translates diverse architectural styles into simple, elegant forms, making complex ideas accessible and wearable. It builds a bridge between architects, design lovers, and a wider audience, turning each piece into a small «artifact» of architectural culture. The brand encourages people to notice shapes, lines, and volumes in jewelry that echo real buildings and urban details.
Design and ethical principles
• Clean, minimalist monochrome forms highlight structure.
• Durable materials match architecture’s longevity.
• Thoughtful consumption: meaningful, timeless designs over trends.
Ring inspired by Sheikh Zayed National Museum in Abu Dhabi by Foster + Partners. Generated in Sora.
Target Audience
• Adults roughly 22–45 years old, living mainly in big cities and cultural centers.
• Higher education or in the process of getting it, often in creative or analytical fields.
• Middle to upper-middle income: they can afford designer pieces and are willing to invest in meaningful objects rather than fast fashion.
ARCHIFORMA targets people who see jewelry not just as decoration, but as design, culture, and self-expression. Its audience is narrow, conscious, and visually educated.
Core Values of ARCHIFORMA
• Architectural Fidelity — Every piece precisely captures the proportions, silhouettes, and essence of its architectural inspiration, honoring the original designer’s vision with unwavering accuracy.
• Minimalist Precision — Clean lines, monochrome palettes, and negative space define the aesthetic—eliminating excess to let geometry and form speak clearly and powerfully.
• Wearable Heritage — Transforming monumental architecture into lightweight, durable jewelry suitable for everyday wear, making cultural icons accessible and personal.
• Intellectual Depth — Designs reward curiosity, inviting wearers to recognize and discuss references from Suprematism to Brutalism, fostering meaningful conversations.
• Timeless Craftsmanship — High-quality materials like sterling silver and titanium ensure longevity, reflecting architecture’s enduring nature rather than fleeting trends.
Presentation for a professional audience
Ring inspired by Walt Disney Concert Hall by Frank Gehry. generated in Sora.
ARCHIFORMA aims to position jewelry as wearable architecture, educating design-savvy audiences on architectural styles while sparking recognition and conversations that link grand buildings to personal expression.
How we deliver the message
Central Route (High-Involvement Audience)
Detailed architectural references: Product descriptions explain specific inspirations.
Educational content: Instagram Reels, blog posts decoding styles from Constructivism to Deconstructivism.
Behind-the-scenes: Videos of design process—sketches from building blueprints to final CAD renders.
Peripheral Route (Low-Involvement Audience)
Striking visuals: Monochrome Architecton models with jewelry integrated, instantly recognizable silhouette.
Memorable tagline: «From Facades to Fingertips» repeated across all touchpoints.
Clean aesthetic: Consistent black-white-gray palette creates strong visual identity at a glance.
Dual Route Processing
High elaboration: Architects/designers engage with technical details, proportions, historical context.
Low elaboration: Casual viewers attracted by minimalist luxury look, geometric intrigue, subtle sophistication.
Billboard for brand ARCHIFORMA. Generated in Sora.
Visual principles
• Minimal text: Core message + one architectural reference maximum.
• High contrast: Black backgrounds amplify white geometric forms.
• Strategic spacing: Negative space mirrors architectural void relationships.
Branding elements for ARCHIFORMA. Generated in Sora.
Main communication channels
• Instagram* Grid
A meticulously curated 3×3 visual feed featuring monochrome product shots, architectural model integrations, and subtle storytelling posts. High-contrast black-and-white imagery with the tagline «From Facades to Fingertips» creates instant brand recognition and rewards design-savvy followers.
• Website Deep Dives
Detailed product pages with architectural breakdowns (e.g., «Inspired by Melnikov’s House: proportions and geometry explained»), CAD renders, and essays linking jewelry to Suprematism or Brutalism. Serves as the central hub for high-involvement education.
• Pop-Up Installations
Temporary urban spaces with large-scale white Malevich-inspired Architectons displaying jewelry in integrated vitrines. Concrete/metal finishes and empty-city aesthetics generate buzz through photos shared by visitors, blending physical experience with social amplification.
* The social network Instagram is banned in Russia. Meta Platforms Inc. is recognized as extremist in Russia.
instagram feed
«Decode the Architecton» Challenge
Users are invited to identify the architectural inspiration behind a featured jewelry piece or Architecton installation via Instagram Stories polls, Reels quizzes, or website interactive sliders. Correct answers unlock exclusive content like CAD blueprints, historical context, or limited-edition discounts. This gamifies intellectual curiosity, turning passive viewers into active participants who share their «decodes» with #ArchiformaDecode, creating user-generated content that amplifies brand storytelling and community among design enthusiasts.
The use of Communication Theory in the project
Rings inpired by Konstantin Melnikov’s house. Generated in Sora.
The communication strategy of the ARCHIFORMA brand was developed through the combination of communication theories that are directly applicable to our particular niche.
Semiotic Tradition
Jewelry pieces act as signs/symbols encoding architectural styles. Customers decode forms/textures as meanings like «innovation» or «eternity,» creating shared understanding. Brand visuals transmit meaning without words, like luxury ads.
Rhetorical Tradition
Posters, taglines and pop-ups use persuasive geometry/non-verbal rhetoric to influence without overt sales. Influences high-involvement audiences (architects) via structured arguments (proportions/history); sparks dialogue in urban/Instagram contexts.
Rings inspired by Walter Gropius and Mies Van Der Rohe. Generated in Sora.
Politeness Theory
Social media/customer interactions preserve positive face via subtle compliments. Avoids FTAs in educational content, building community without direct selling.
Elaboration Likelihood Model
Central route: Architects decode detailed references for deep engagement.
Peripheral route: Casual viewers attracted by striking visuals, tagline, minimalist aesthetic. Predicts persuasion via involvement level.
Ring inspired by Tadao Ando. Generated in Sora.
The project is based on materials from the Communication Theory course.
All images that were used in this project were generated by AI. We used Sora and Ideogram. All prompts are added in a Google document. The link to it is also attached down below.
