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29 WORDS FOR
29 LETTERS
TDC 69
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Award
An experimental typographic index of the process of working with two languages and bridging two wildly different worlds.
Inshallah (Alef)
Inshallah replaces a yes or no answer, and is neither a yes or a no. It moves responsibility from the will of the self to that of God, as the ultimate decisive power in our futures.
Inshallah replaces a yes or no answer, and is neither a yes or a no. It moves responsibility from the will of the self to that of God, as the ultimate decisive power in our futures.
Typo (Ta’)
In 2022, I did a talk about TypoCircle about the work I do, connecting languages and cultures. The above animation was the invite for the talk, breaking the forms of the English word to make the Arabic.
In 2022, I did a talk about TypoCircle about the work I do, connecting languages and cultures. The above animation was the invite for the talk, breaking the forms of the English word to make the Arabic.
Quiet (Ra’)
Perhaps a rarity in some parts of the world, quiet — and its opposite, noise — come with different degrees of tolerance for different people, depending on familiarity with one or the other.
Perhaps a rarity in some parts of the world, quiet — and its opposite, noise — come with different degrees of tolerance for different people, depending on familiarity with one or the other.
Opening (Fa’)
Several diacritic marks are used to indicate short vowels in Arabic; Fatha is one of them, translated as opening, as it accentuates the ‘a’ sound in a word — its presence can alter the meaning of a word.
Several diacritic marks are used to indicate short vowels in Arabic; Fatha is one of them, translated as opening, as it accentuates the ‘a’ sound in a word — its presence can alter the meaning of a word.
TYPE MAP
2022 - PRESENT
Our studio is multilingual, we speak fluent English, Arabic, French, Chinese, and Italian. Since we use a variety of scripts everyday as designers, we wanted to explore how these scripts compare, and create a place for the conversations
![Reading Direction [Chinese]](https://freight.cargo.site/t/original/i/33a87eab2e301e835c8b9eb58df9febfdec33cebba8a2ce287c5285307012291/TypeMapReadingDirectionChinese.jpg)
![Principles [Chinese]](https://freight.cargo.site/t/original/i/2703f4c169baf5e8e1f25f162e4d4fe086801cd1ef2ded6e4bf058c9969c20b6/TypeMapMaster-page-05.png)
![Letters [Chinese]](https://freight.cargo.site/t/original/i/f83beff08bb2e890c0a547fb13c7343260fdb9e85f1a178e3aa09fa31876691f/TypeMapMaster-page-07.png)
![Letters [Arabic]](https://freight.cargo.site/t/original/i/1965953258bdf3bdc283fa8d8b5510e8566fb05cacda9e76bc33fba17a19eae2/TypeMapMaster-page-21.png)
SEE 29 LETTERS
WORK
TOTEM
Leveraging gaming time for the greater good with a product that helps gamers build healthy habits.
PORSCHE
Social media campaign during Ramadan, celebrating moments of collective celebration and the contemplation of prayer.
MAJID
Major rebrand across an iconic media portfolio in print and TV, with a dynamic typographic system to weave everything together.
DUBAI
City-wide destination brand, rooted in a unique place where the world comes together.
APPLE
Taking Apple to the Arab world.
ITTIHAD
A fresh identity for the Emirate’s oldest newspaper.
ALULA
Animated stickers and workshop delivered in AlUla part of the Andy Warhol workshop series.
SUMUP PAY
Youth-focused identity for money that gives back.
HORIZONS VENTURES
Brand identity leveraging science and technology to service humanity.
SEE ALL PROJECTS