Sharing knowledge as a powerful and motivating force for change
Deliverables
Logo Design
Design System
Style Guide
Tone of Voice
Experience Design
Product Design
Adhlal, a Riyadh-based social enterprise involved in community relations and cross-industry collaboration in the Saudi design sector, were referred to me by another client.
Their challenge was that people really didn't get who they are or what they do. They were often mistaken for a small design agency or research company, and any semblance of clarity only really emerged after a lengthy and somewhat convoluted explanation.
Most of the staff were convinced the problem was rooted in a lack of a clear brand strategy, coupled with a rather bizarre and rudimentary visual identity that did little to convey the Adhlal story.
"There was just so much confusion around what the brand is actually about"
Back to basics
Our first task was a complete brand audit, with focus on strategy, identity, and communications.
After a lengthy dissection we presented our findings, and the outcome was clear; we'd proceed with a full rebrand - strategy, positioning, and visual identity.
We put together a project plan that would allow us to collaboratively develop the brand strategy and positioning together, whilst allow the visual identity to form organically as we progressed.
Heart of the problem
The design community in the Kingdom lacks any kind of authority that can provide the knowledge and insights artists and designers so desperately need - the latest regulatory guidance, a local and regional supply chain directory, industry whitepapers, standards and benchmarks - everything more developed and mature international creative industries take for granted.
And so the heart of the new brand strategy was the proposition that (sharing) knowledge is a powerful and galvanising force that enlightens and brings people together, and can help unite and grow the Saudi design industry.
Culturally relevant
For the visual identity, it was important to owner Princess Nourah Al-Faisal that it be rooted in Saudi culture and heritage.
The logo itself needed a radical overhaul – it did little to present Adhlal's credentials as leader and authority in the Saudi design industry. What was needed was something bold and assertive.
To achieve this, and to retain the essence of it as a conduit for knowledge sharing, we turned for inspiration to Arabic manuscripts from the early 7th century, written in Kufic script.
At the time Kufic was the preferred script for writing copies of the Qur'an, as it's easy to read (tying nicely with the idea of knowledge being accessible), and as a decorative script, with artists and calligraphers adapting it for use in patterns for everything from architecture to pottery, textiles, and ornaments.
Fusing the old and the new
Continuing the geometric theme, we opted for QT Square Kufic as the primary typeface - bold, easy to read, and creates an excellent visual contrast, complimented by Avenir Next for English.
To further root the imagery in the design system in Saudi culture, we found inspiration in the classic Saudi national emblem.
Through a process of simplification and refinement, we created a series of overlapping lines that generated geometric shapes we used as a graphical device – a 'container' for imagery (the idea being that Adhlal is a repository for knowledge).
The final result is a quite beautiful fusion of old and new, heritage brought vividly to life in a modern, striking, and unique identity design.
