New Ani City is a virtual city of the future—a city not yet on any map. The only way to reach it is by reading its stories in new manuscripts hidden around the world. It matters not whether you speak Eastern or Western Armenian, or if you hail from Yerevan, Kars, Tiflis, California, or Moscow. Every dialect and every origin is respected.
This is where the coolest people live. When you become a citizen through discovery, your New Ani City visa or passport unlocks the city’s functions within a mini-app. You find the city, and the city finds you.
New Ani City is a city in the sky, so it has no borders with any other country. It possesses its own flag, futuristic architecture, and passport system.
New Ani City Display — Special custom font for the project
New Ani City is built on a fully engineered visual DNA. It is a complete system that defines how the city looks, feels, and behaves across every touchpoint. The system rests on four pillars: signature color palettes, recognizable character designs, a modular pattern library, and custom typography created specifically for the city.Because the code is fully canonized, the universe expands effortlessly. Whether we are creating an electronic Apple Wallet passport, printing a 3-card collector pack, manufacturing streetwear apparel, or raising a city flag, the visual identity remains unmistakable and instantly iconic.
MVP PRODUCT: CARD COMIC MANUSCRIPT & VIRTUAL STATE MINIAPP
NEW ANI CITY CAMPAIGNS
We also launched I ♥ New Ani, a campaign that unites Armenian cultural heroes from different eras and cities in New Ani City. Each billboard pairs a collectible portrait with one true, surprising fact about them, designed to make people stop, smile, and look them up.
The campaigns easily scale to any medium—such as apparel, tote bags, postcards, stickers, notebooks, and other SKUs.
Another campaign, «Unity in New Ani, ” is built on the idea that difference does not have to mean division. At its core are friendly dialogues between Eastern and Western Armenian speakers. The words change, the accents change, but the context remains the same:New Ani City, and our shared futureThrough these conversations, the campaign celebrates the diversity of the Armenian language while making one thing clear: we understand each other because we are building the same thing. The campaign spans posters, digital cards, and social content.
FUTURE OF NEW ANI CITY: THE FIRST LAUNCH