The Problem

A new luxury abaya brand launching into a saturated market. Premium product, no brand world to match it. The founder needed something that could command serious price points and attract women who see their clothing as an extension of their identity not just modesty.

The Direction

Built a complete bilingual identity system rooted in four Arabic concepts فطرة، فخر، فخامة، فكر expressed through a custom emblem. Every element of the brand, from the wax seal to the garment bag, was designed to signal that this brand knows exactly who it is.

The Problem

A luxury fried chicken fine dining concept an unexpected category that could easily feel gimmicky. The brand needed to make something familiar feel elevated, desirable, and completely worth the premium price without apologizing for what it is.

The Direction

A dual-read mark that holds a rooster and a feather in one form. Deep maroon, night charcoal, powder white. Language crafted to feel like an invitation to a very serious, very delicious evening. Every touchpoint menu, uniform, packaging built around the idea that gold dust belongs on fried chicken if the kitchen earns it.

The Problem

Coursinity is a KSA-based platform serving institutional decision-makers — not individual learners. The brand was speaking to participants when it needed to speak to leadership. Without a structured visual system and codified voice, partners like Aramco and stc had nothing reliable to align with, and the brand couldn't carry the authority its positioning required.

The Direction

A complete bilingual brand system built around clarity, restraint, and forward direction. The triangle stroke from the wordmark became the structural device across every touchpoint. Color logic was mapped to intent — purple for leadership, blue for technology, green for impact — so teams could choose by message, not preference. Documented across 50+ pages: voice, type, color theory, photography principles, social rules, and full brand application.