The Client

The Colegiales neighborhood, in Buenos Aires, Argentina, stands out for its tranquility, the preservation of the old and its fusion with new youth trends. It is one of the many places in Buenos Aires that has an entirely paranormal legend/myth related to the cyber world.

Added to this, the silence becomes so overwhelming that it generates uncertainty and discomfort, which makes us think of a perfect setting for a story of suspense and mystery.

The Ask

The objective is to tour and experience Colegiales as a story of terror, suspense and mystery; that forces skeptics to believe that there is something more and believers to affirm the myth of Aryman.

Legend has it that the 666th visitor to a website would receive an invitation to chat with demons, who would propose dangerous challenges in exchange for rewards. Upon reaching the top level, one could chat with Satan, but only in a peculiar place: ‘Aryman’s Internet Cafe’. This dark, filthy, inscribed place on the walls closed in 2004, but it left a mark on history: the inscription ‘Aryman’, a name that combines comic book fanaticism and reference to Satan in Persian tradition.

The Approach

The development of the visual identity for the tour in the Colegiales neighborhood is based on a fascinating urban legend that fuses the mysterious with the everyday, and what initially seems like a dark tale becomes an invitation to explore the deepest corners of this Buenos Aires neighborhood.

The central concept of the project is inspired by the duality of the legend of “El cyber de Ary” and its connection with local folklore. Through this story that is mixed with elements of popular culture, we have created a unique experience for participants, who will walk the streets of Colegiales through a tour that not only connects them with history, but also challenges them to overcome tests of ingenuity and courage. This duality between mystery and everyday life is reflected in the aesthetics we developed for this project.

The evocative images of the legend, such as the concept of the “cyber of Ary”, allow us to create a visual atmosphere that oscillates between the dark and the light. The typography, colours and illustrations seek to convey this clash between the peaceful and the disturbing, inviting participants to immerse themselves in a game of wit and courage, until reaching the final outcome: freeing Colegiales from the influence of Aryman.