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Hamadan

March 13th, 2007

Click here for a slideshow from our trip to Hamadan

Where are you from?” The traffic cop asked, leaning into the window.

“America,” I answered.

“No that is not possible,” he laughed.

“They’re Italian,” a passerby offered.

Habbakuk's tomb in HamadanMy travelling companion was exhausted after driving at night behind long lines of trucks on the 2-lane highway between Tuyserkan and Hamadan. “Just tell us how to get to the Ferdosi Square,” she said.

Eventually we wandered into our hotel — what was it’s name? — on Takhti street near Ferdosi Square.

Hamadan is a more interesting place than people give it credit for. For one, the drive to it is stunning. It is easy to imagine silk road travellers coming to this amazing place in the mountains and marveling at its riches: cool summer weather, water, trees, a gentle valley. It is easy to imagine the ancient city from today’s modern city. Ancient ruins pop up in the strangest places. There is the Alavian tomb in a schoolyard. Another tomb sits next to an apartment block.

I enjoyed visiting Avicenna’s tomb. What an amazing man he was! It is thanks to our philosopher friends Joep and Yeganeh that I know even the small amount I do about Abu Sina / Avicenna.

And, of course, there is the tomb of Mordecai and Esther. I don’t even care if Esther is not buried there. The monument is still great. We had the bad luck to visit it on the Sabbath and on Purim, so the tomb itself was closed.

Many travellers go to Hamadan expecting the ancient city of Ekbatan and are, therefore, disappointed. We went with lower expectations and loved it.

Click here for a slideshow from our trip to Hamadan

What others are saying:

About Hamadan

More about Hamadan
The account of a Russian spelunker about exploring caves near Hamadan
Quotes from Habakkuk
Habakkuk on Wikipedia

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Review of “Iran: View From Here”

March 7th, 2007

The first review of our book is online! Entitled A Love Letter from Iran, the review is by author Kamin Mohammadi. She writes:

In describing Iran one is in danger of wearing out that age-old cliché – this is a land of contrasts – and Tori and Kamran’s book does not attempt to explain away the complexity or many contradictions or try to make sense of them. But within the atmospheric range of images and bittersweet essays printed here, they beautifully capture and communicate the immense charm of Iran, its ability to enslave the heart, and the tenacity of its hold over the affections in spite of the frustrations of living there. Most of all, this book is a visual love letter to a country that can befuddle the mind and nourish the soul all at the same time.

Read the rest online at Payvand.

And don’t forget to buy the book!

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Thanks for buying our book

March 7th, 2007

We really appreciate it!

Watch for our next book: The Iranians. It is a book of photographs of the people we have met during more than three years in Iran. The book is an homage to Robert Frank’s The Americans (a book we love from a photographer we admire.)


Kermanshah. A family picnicking in the parking lot of Bisotun.

If you would like to be notified of the book’s publication, email us at tori.egherman (AT) gmail (DOT) com.

Thanks!

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Slide Shows

March 6th, 2007

Click on any of the links below to see a slide show of photographs taken during our travels in Iran:

Kordestan / Kurdistan

Kermanshah, Bisotun, Taqe Bostan

Vali Asr

Qeshm & Minab

Preview of the book Iran: View from Here

Trip to Hamadan

Qashqai

A trip to Saveh

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The Long Walk

February 26th, 2007

Pomegranite Juice

Pomegranite juice stand on Valiasr.

Click here to see a flash slideshow of featured images from our walk from the bottom of Valiasr Street to the top.

“What time 2morrow?” I smsed.

“8.”

“Yr nuts. 9.”

At 10:30 the next morning, Angus McDowall and I arrived at the foot of Valiasr street. It’s a bustling area that features Tehran’s railway station and a digital pollution monitor. The pollution was below the warning levels as we set off up the street.

Valiasr street is the longest, continuous city street in the Middle East. It runs the north-south length of Tehran from the train station to Tajrish.

At one point, Angus got pulled into a discussion about world affairs with a group of men who were gathered around a tray filled with dates and “denmarki” (delicious pastries named for Denmark). “We don’t want war,” one man told him. “But if war comes, we will fight. You have to remember that when we kill in war, we are victorious. When we are killed in war, we are also victorious.”

One of the young men Angus was speaking with tagged along for awhile, worried that we would get lost. I am not sure how that would be possible since we were planning to stay on one street for about 8 hours…

My favorite places were the fruit juice shop where I had amazing carrot juice followed by a chaser of sweet lemon juice (not lemonade: sweet lemons are an Iranian fruit unlike any other that I have ever tasted. Its taste is unlike a Myer lemon or any other sweetish lemon that I had before visiting Iran.) and the stamp shop with the owner and his one inch long pinkie nail and the 150 year old collection of stamps.Norooz Stamps

Oh yeah, and we had amazing Gemeh at a traditional restaurant off of Valiasr Square.

Look at what others have to say about Valiasr:

First read what Angus had to say about our walk: Vali Asr
Avenue Vali Asr
Sycamores of Valiasr Street
Inside Tehran
Photos from Sa-ee Park

Click here to see a flash slideshow of featured images from our walk from the bottom of Valiasr Street to the top.

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Announcements

February 26th, 2007

FOR IMMEDIATE RELEASE

IRAN VIEW FROM HERE

Photos by: Kamran Ashtary & Tori Egherman
Text by: Kamran Ashtary and Tori Egherman with an afterward by Thomas Erdbrink
Design by: Kamran Ashtary
Published by: Ashtary Design & Deem Communications
Printed: Armenia 2007
ISBN: 978-99941-2-067-3

Contact:
Kamran Ashtary
kamran.ashtary (AT) gmail (DOT) com
Tori Egherman
tori.egherman (AT) gmail (DOT) com
For high-resolution images, for purchase information, for interviews, or for any other information about the book, contact Tori Egherman.

Download a pdf file of the press release with text and images (509 kb)

Everything that you can say about Iran is true.

Perhaps the biggest cliché about Iran is the truest: that it is a country of paradoxes, surprises, and contradictions. A man raises his fist into the air, shouts Down with America, and then welcomes an American into his house. A woman in a chador advocates for an end to Iran’s restrictions on women’s dress while the one in the tight jacket and barely-there scarf claims that she has no problems with the restrictions. Mullahs provide dating services and write Weblogs. A snowy day in north Tehran looks like a winter wonderland postcard.

Iran: View from Here features photographs taken over three years of living in Iran. It is a personal account that features images of Iran that not only include the snow-covered mountains and desert expanses that surround the county but also images that illustrate the culture of Iran: images of mourning and celebration, of day-to-day life, and of special events. The book captures an Iran that eludes the casual visitor and often escapes the notice of professional photographers.

Like many returning Iranians, Kamran returned to his home country when his mother fell ill – his first visit in the twenty two years since he had left. A few months later he made another visit, this time bringing his wife, Tori, along. What was meant as three-month tour became a three-year odyssey.

This book visually documents their last three plus years in Iran: the time when they called Tehran “home.”

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We have a new store of Norooz gifts

February 10th, 2007

We have set up an online store at CafePress with some of our Norooz gifts. Please give it a visit.

Norooz t-shirt

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Contact Us

February 14th, 2006

The best way to reach us is by email. You can email us at info AT ashtarydesign.com.

For those of you who would like to telephone us. We can be reached at +31 (20) 77 120 99.

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Design Portfolio & Services

February 14th, 2006

Services

Exhibition design

Visual design & marketing materials

Presentations and websites

Branding and marketing plans

Market investigations

Design

Ashtary Design designs. We design logos, identities, websites, presentations, and exhibits.

Exhibition Design

We design for small-budgets (we’d love to do some big-budget projects of course, who wouldn’t?) which makes us resourceful at finding the creative solutions to customer’s needs.

Take a look at some of our recent work for the Embassy of the Kingdom of the Netherlands:

Ashtary Design was asked by the Embassy of the Kingdom of the Netherlands to design an exhibit of Rembrandt’s etchings for display at the new National Library and Archives in Tehran.

We had less than one month, a limited budget, and a number of design constraints including a prohibition against hanging anything on the walls.

Click on the image to see a slideshow presenting our design along with some images of the construction of the exhibit. Enjoy.

Visual Design & Marketing Materials

Take a look at some of our design work

A flash slideshow of some of our work is now available for your viewing pleasure.

Making a Good First Impression

First impressions are often based on the way you look. Is your shirt ironed? Do your socks match? Are you wearing jeans or slacks? Are you stylish or trendy?

Your organization also makes an impression based on the way it looks.

What is The First Thing People See?

Is it a billboard, a business card, a letter, or a website? Do all of these send the same message about your organization? If you do not know, then take a look yourself. Imagine that you know nothing about your organization. Imagine that you are seeing your business materials for the first time. What do you see?

A Strong, Consistent Look Sends a Strong Message

If you want your organization to send a professional image, then you need to have a consistent look to all of your business materials. A presentation given by one member of your organization should have the same look as a presentation given by another member of your organization. This is true even though the content will be different.

Strong Organizations Send Consistent Messages

 

Presentations and Websites

We can help you present yourself better whether it is through your website or through your presentation. We can help you make sure that you get your message across.

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Branding and Marketing Plans…

…Involve research and audits. An effective plan means understanding your audience and understanding how they see your product or service.

How do you get to know your audience? Well, you can start with a communication audit.

Communication Audit

How do you get to know your audience? Well, you can start with a communication audit.

What is your message and how is it being communicated to external and internal customers? Do you know? Ashtary Design can undertake a communication audit of your organization. This means that we do the following:

  • Review print, presentation, and digital communications for message consistency
  • Survey customers and employees about the value of the communications they receive from your organization
  • Attend presentations and survey the audience
  • Create a report based on our findings with recommendations for change

Why Do a Communication Audit?

  • A communication audit helps organizations get a grip on the message they send both internally and externally.
  • Following the recommendations of an audit can actually reduce costs by eliminating redundant and even conflicting materials.
  • Customers like to be asked to give their opinions. Conducting an audit can help you better connect with your customers.

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Market investigations

Spending some time to get to know your industry, the specific niche for a given product or service, and the people who will use it/buy it is absolutely necessary for developing an effective brand. This research provides insight that can be used to communicate more precisely and persuasively with the target audience. The research also provides guidelines for the types of services that will need to be offered in order to satisfy your customers.

Market investigations can involve several methods including interviews, surveys, and literature reviews.

Who is the Target Audience?

Knowing precisely who the audience is makes it possible to communicate a product or service’s strengths in a compelling way. In the research phase, Ashtary Design will help you identify your core customer. We will provide detailed profiles of your target customer. These profiles are designed to provide insights into their needs.

A common problem encountered by companies is that the customer is not well-defined. Often, everyone on a project team has a different idea of who they are selling to and that idea may even change from day-to-day. Ashtary Design uses personas as a way to get agreement and understanding among the project team.

Ashtary Design uses personas –fictional characters that represent segments of the target audience–to better communicate an understanding of the audience for a specific product. These personas are not averages, but archetypes. There is just enough detail in the persona descriptions to make them seem like real people and to provide key information for the brand design phase.

What does your audience want?

A well-defined and well-understood persona set is the key to honing a brand message and solving the problem of the undefined customer. This is the problem that we described in the previous section.

Understanding the target audience well and specific people who make up that audience produces surprisingly effective results. This is repeated time and again in the real world. For instance, roll-away suitcases were designed specifically for flight crews, but it turns out that we all can use them. Denim jeans were designed for gold prospectors, but that does not stop us from wearing them. Knowing one target audience well is the key to success.

This understanding tells you what your customer cannot live without.

What’s the current situation?

You need to know enough about the current situation in order to determine what needs to be changed in order to meet future needs. This includes getting to know your competitors; understanding why they are successful (or not); and having a firm grasp of you limitations.

What’s possible?

This needs to be answered with some ideas for how to market the tower using innovative means. It is important to identify a variety of opportunities. Some may be feasible, some may not.

What’s feasible?

This question examines the limitations and opportunities for ideas that can actually be carried out.

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About Us

February 14th, 2006

Kamran Ashtary, Managing Director Ashtary Design

Kamran AshtaryKamran Ashtary left Iran as a teenager and was gone for over twenty years before returning to his home country. He became a citizen of the Netherlands where he graduated in art from the Rietveld Academy in Amsterdam. Kamran is a graphic designer and photographer and has had work published and exhibited all over the world.

Children's Photography ProjectOne of Kamran’s first projects after graduating from the Rietveld was the Children’s Photography Project. In conjunction with the New York Transit Museum, Kamran led and organized the photography workshops for children from the nearby Gowanus housing projects. The project was featured on CNN and the Japanese news network NHK and was covered by several New York City newspapers. The children’s work was publicly exhibited to more than 100,000 people.

Currently Kamran is an art director with more than 14 years of experience working with clients and companies to develop and design their visual communication styles. He has worked as a designer and art director of corporate communications at numerous technology companies, including Siemens and Siebel Systems.

In 1993, Kamran graduated from the Rietveld Academy in Amsterdam and completed exchange work at The Cooper Union for the Advancement of Science and Art in New York City.

Tori Egherman…

Tori Egherman Tori Egherman is an American who lived in Iran for more than three years. She has authored a number of articles on a wide variety of topics from the Weimar Republic to the Islamic Republic of Iran. Tori is currently working on a book about living in Iran. She met her husband, Kamran, when they were both studying at New York City’s Cooper Union.

About Ashtary Design

Ashtary Design is a group of designers, project managers, writers, and researchers that offers marketing and branding services.

We have experience working with clients from all over the world: from big, multinationals like Siemens, to small non-profit organizations like the Palo Alto Junior Museum. Our commitment to them is the same: deliver quality services that help them communicate their own particular message.

Click here to see a flash slideshow of some of our work.

selected recent clients

Unicef Iran

Tapesh Heart Clinic

The Royal Dutch Embassy

Tina Fine Desserts

The Canadian Embassy

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