Project Caucasus Visual Identity by Tata Potskhverashvili
Tata Potskhverashvili is a graphic and brand designer based in Tbilisi, Georgia. With a background in fine arts, she approaches design through research and conceptual thinking. She is seeking to uncover the underlying meaning behind every project rather than focusing solely on aesthetics. Her practice is driven by curiosity, where every visual decision is rooted in context, narrative and purpose. She is interested in building layered identities that reveal meaning over time instead of relying on immediate visual impact. Alongside brand identity, Tata has a strong interest in editorial design and typography and she sees publishing as another medium for storytelling and the organisation of knowledge.
This visual identity was created in 2025 for Project Caucasus, an initiative founded by a group of people who have spent years exploring and experiencing the Georgian mountains. Through their personal connection with the landscape and skiing culture, they decided to create a platform dedicated to the development of the Georgian skiing community. The project focuses on sharing knowledge, promoting professional standards, and connecting local experience with international practices. Its goal is to support the growth of skiing culture in Georgia through education, collaboration, and the exchange of experience gained both locally and abroad.
The project included the development of a complete visual identity for Project Caucasus. The scope covered research and concept development, logomark and typography design, typeface system, color palette, social media templates and application of the identity across different communication materials.
The visual identity was developed through a process of researching and mapping routes across some of the Caucasus region’s most iconic peaks, including Shkhara, Elbrus, Ushba, Ailama, Kazbek, Dzhangi-Tau, Tetnuldi and Dykh-Tau. The research was based on photographs and climbing routes documented by Archil Badriashvili, one of Georgia’s greatest alpinists, who tragically passed away a year before the creation of this identity. His journeys across the highest peaks of the Caucasus became the foundation of the visual exploration. Using these photographs as references, I manually traced the routes and transformed the paths into a graphic language. By merging, layering and experimenting with these lines, I created a symbol that reflects three interconnected elements: the top view of the Deka flower, a native Caucasian flower; the top view of a mountain peak, where different routes meet and connect; and the geological layers of the Earth. The color palette is based on the textures and elements of the Earth — snow, sand, water, fire and stone. These natural references create a connection between the visual identity and the diverse landscapes of the Caucasus, which reflects the changing conditions and layers of the mountain environment.
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