Client: Positive Voices Network
Project scope: Art direction, bespoke creative and marketing strategy
Deliverables: Print design + marketing collateral
PVN was a non-profit organisation attempting to alleviate issues faced by individuals coming from war-ravaged countries. The scope of the project eventually widened due to increasing conflicts in the Middle East/Africa..
The branding, in original iterations, was intended to be easily identifiable, however via various stakeholders a decision was made to pare it back to Arabic only. This necessitated illustrating the typeface, similar to a common Kufic script and assembly to produce cohesive verbiage.
As we progressed with the various iterations for the final design, I remarked about a trip to the Andalusia region of Spain where I spent much time studying the Islamic influence on architecture and namely the geometric patterns.
The final logo is based on a common geometric pattern used in tiles, which can be found throughout many period pieces and even globally in Islamic architecture.
Samples of approved PVN branding below
