Comissioned for our outsider perspective, initial audience research showed that the Arabic youth are reluctant to believe mainstream media platforms, craving a more transparent view of world events. Our testing also highlighted they are torn between aligning with Western aesthetics, while still staying true to their authentic regional culture.

In response, I pitched and directed the project around the idea of ownership; celebrating both community as well as individuality with a bold honest energy. Using a visual language of stickers, imperfection and expression, it allows even the smallest moments to feel authentically re-claimed. Spanning so many themes of content, there is always flexibility for it to be loud and proud, liftstyle centric, or slick and curated.

As a new IP, we set a branded house architecture which builds recognition across it's diverse strands, while also accommodating reactive off-shoots to suit their fast moving culture. Living on multiple social media platforms, I lead the brand identity with dual-language fonts to reach the Western-Arab youth, and an emphasis on motion graphic systems. A mix of After Effects, MOGRT and CGI files provided their content creators a suite of adaptable assets for efficient production, stunning visual quality and importantly, strong brand integrity.