ARCHLIGHT
Communication theory in the field of design
In contemporary design and art, communication extends far beyond the mere transmission of visual information or aesthetic expression. From the perspective of communication theory, it is understood as a process of meaning-making that occurs through symbolic interaction within specific social and cultural contexts. Design operates as a communicative system in which form, material, color, spatial composition, and narrative function as symbols — encoded by the designer and decoded by the audience. In this process, communication is neither linear nor neutral. Meanings are not predetermined but are continuously generated through the dynamic interaction between sender, medium, and receiver. Within design and contemporary art, an object or brand does not simply «convey» a message; instead, it invites interpretation and elicits emotional or intellectual engagement. From socio-cultural and semiotic perspectives, design both reproduces and transforms social meanings. Objects and visual systems embody ideological, cultural, and contextual values that reach beyond mere functionality. Furthermore, critical communication theory underscores design’s participation in power relations, as it shapes discourse — determining what becomes visible, desirable, acceptable, or prestigious. Ultimately, communication theory empowers designers to consciously structure how meaning is created, interpreted, and circulated. In this sense, design evolves from a purely aesthetic practice into a discursive act — one capable of shaping perception and influencing cultural narratives.
Brand ARCHLIGHT
ARCHLIGHT is a contemporary lighting brand drawing inspiration from the architectural language of Soviet Constructivism. It translates the movement’s principles of structure, rhythm, and monumentality into sculptural luminaires that function as architectural presences within space. For brand, light serves not merely as decoration but as a medium of communication. Each lamp is conceived as a form of micro-architecture, where structure and illumination interact to generate meaning. These objects do not dictate a single message; rather, they invite interpretation through sensory experience and the shifting dynamics of light. Through the lens of communication theory, the brand operates within semiotic and socio-cultural frameworks. Its architectural forms function as signs that evoke ideas of rationality, collectivity, and engineered order, while light reveals and animates the internal logic of the design. Meaning arises through the dialogue between object, context, and observer. By reimagining Constructivist architecture on a domestic scale, ARCHLIGHT transforms monumental ideology into intimate experience. The brand positions lighting design as a conversation between historical architectural principles and contemporary interpretive practice.
Branding
Logo
Brand colors. Font
Website
Product
Quiet Monument. Pendant lamp. Material: polycarbonate with light diffusion
Double-triple Assembly. Pendant lamp. Material: matte opal polycarbonate with light diffusion.
Collective Grid. Pendant lamp. Material: matte opal polycarbonate with light diffusion.
Inner Tribune. Table lamp. Material: translucent architectural polymer with light diffusion.
Light Tower. Floor lamp. Material: opal polycarbonate with integrated LED system.
Command Platform. Table lamp. Material: diffused polycarbonate with integrated LED.
Eternal Column. Сandle stand. Material: translucent architectural polymer with light diffusion.
Civic Rotunda. Table lamp. Material: translucent architectural polymer with light diffusion.
Package box
Brand for a general audience
For a general audience, brand ARCHLIGHT feels approachable and human. It communicates through atmosphere, mood, presence rather than complexity or explanation — offering design that feels intuitive, emotional, and deeply connected to everyday life. Brand brings light closer to human experience. We create objects that are not only functional but also emotional -designed to shape atmosphere, mood, and perception, they speak through simplicity: simple forms, soft light, and subtle details that invite calm and reflection. Each piece encourages you to slow down, notice the environment, and feel a connection between space and self. ARCHLIGHT is about more than illumination — it’s about how light transforms everyday life into something meaningful, warm, and personal. Brand does not impose a single meaning; instead, it allows each viewer or user to interpret and experience the brand in their own way.
Inner Tribune lamp in interior
Command Platform lamp in interior
Brand for a professional audience
For a professional audience, ARCHLIGHT is positioned as a research-driven and conceptually grounded design practice that treats light not merely as a functional element, but as a spatial, symbolic, communicative medium. The brand operates at the intersection of design and theory using light to construct meaning, atmosphere, and modes of interaction within space. Brand can be understood as an example of design as discourse. The project demonstrates how principles of communication theory are translated into a coherent brand strategy that aligns conceptual framework, visual language, and audience experience. Rather than serving as a neutral aesthetic solution, design here functions as a communicative system that actively structures interpretation. As a result, design decisions within ARCHLIGHT are not purely formal or decorative; they function as deliberate communicative strategies that shape perception, guide interaction, and produce layered meanings. For professionals, the brand offers a clear example of how theoretical reflection can be embedded into contemporary design practice, positioning light as both a material and a language.
Civic Rotunda. Table lamp in interior
Collective Grid lamp in interior
Сonclusion
The development of ARCHLIGHT was directly shaped by the key concepts of communication theory presented in the course. The project is based on the understanding of communication as a process of meaning creation rather than message transmission, which informed the decision to design the brand as an open, interpretive system.
Semiotic and socio-cultural approaches influenced the restrained visual language, where design elements function as signs whose meanings emerge through cultural context and personal experience. Critical communication theory further guided the project by positioning design as a tool that shapes perception and values, prioritizing experience over persuasion.
Overall, communication theory served not as a reference but as a structural foundation for ARCHLIGHT, shaping its concept, visual system, and approach to audience engagement, and demonstrating how theoretical frameworks can be meaningfully applied in contemporary design practice.
*The project contains materials with AI post-processing.
Sources
Sora (product image generation — lamp)
leonardo.ai (product image generation — lamp)
Recraft (image generation of logo and package)
Adobe Color (generation of color palette)
