https://samarmaakaroun.co.uk Samar Maakaroun Tue, 01 Oct 2024 16:51:03 +0000 https://samarmaakaroun.co.uk en https://samarmaakaroun.co.uk/Haraka-Baraka Tue, 01 Oct 2024 16:51:03 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Haraka-Baraka HARAKA BARAKA Book design for non-profit skateboarding organisation SkatePal. <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/f5bae8eb397363185e7d6993de922b926f4c0326988e1497e77d5b8b8079f6c8/SM_Skatepal_01.png" data-mid="219073093" border="0" src="https://freight.cargo.site/w/1000/i/f5bae8eb397363185e7d6993de922b926f4c0326988e1497e77d5b8b8079f6c8/SM_Skatepal_01.png" /> Founded in 2013 by Charlie Davis, SkatePal is a non-profit organisation that uses skateboarding as a tool to provide children and young people with greater access to cultural, educational and sporting opportunities. Literally translated as ‘movement is a blessing’, Haraka Baraka is commonly used to describe the importance of play and activity for one’s well-being. The book is the result of a pro-bono collaboration between SkatePal and Pentagram partner Samar Maakaroun. It intersperses local Arabic phrases, proverbs, idioms and slang with photography and custom typography to form an illustrated, joyful introduction to the Arabic language. <img width="4000" height="4500" width_o="4000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/ba1acae94fb8f0b75b3fbad0ed0cdcf34b729cb370b30f83576b3045104ded81/SM_SkatePal_02.jpg" data-mid="219073173" border="0" src="https://freight.cargo.site/w/1000/i/ba1acae94fb8f0b75b3fbad0ed0cdcf34b729cb370b30f83576b3045104ded81/SM_SkatePal_02.jpg" /> <img width="960" height="1080" width_o="960" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a6a116995374030783b394267151be03b42bc5f46d5dd487f147ac83bc6e39a3/SM_SkatePal_21Answers_V5.gif" data-mid="219071674" border="0" src="https://freight.cargo.site/w/960/i/a6a116995374030783b394267151be03b42bc5f46d5dd487f147ac83bc6e39a3/SM_SkatePal_21Answers_V5.gif" /> <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/b584d65f2da195136ba369421511e8b7994cb7f4173feea2544812f1fb1e283b/SM_Skatepal_04.png" data-mid="219073230" border="0" src="https://freight.cargo.site/w/1000/i/b584d65f2da195136ba369421511e8b7994cb7f4173feea2544812f1fb1e283b/SM_Skatepal_04.png" /> To formulate the book’s overarching narrative, SkatePal reached out to its growing community of friends, family and followers with a questionnaire, asking them to share their favourite Arabic phrases and explain their personal resonance. The answers were transcribed in both Arabic and English. Each person answered the Q&amp;A differently, and Samar and team embraced these inconsistencies. Dividing the book in two horizontally—with the Arabic text at the top of the page and the English at the bottom—they positioned the same questions in the same place throughout, leaving blank spaces where questions were left unanswered, or using these spaces as an opportunity to bring in other visual elements. <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/55c8e525f95748f375d8d0c4ec3ef634e76ca7e0d67d1a4d57d16efc3f2aac26/SM_Skatepal_05.png" data-mid="219073231" border="0" src="https://freight.cargo.site/w/1000/i/55c8e525f95748f375d8d0c4ec3ef634e76ca7e0d67d1a4d57d16efc3f2aac26/SM_Skatepal_05.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/096f9fa9fd5ad365f9ae6ca07b5038712b17bbc2f50f7c04e89462785cf5effb/SM_Skatepal_06.png" data-mid="219073232" border="0" src="https://freight.cargo.site/w/1000/i/096f9fa9fd5ad365f9ae6ca07b5038712b17bbc2f50f7c04e89462785cf5effb/SM_Skatepal_06.png" /> <img width="4000" height="4500" width_o="4000" height_o="4500" data-src="https://freight.cargo.site/t/original/i/aca13b53df1aae56104733e11e58edc5debf326d38b6ca9bbeb2341f14702e23/SM_SkatePal_07.jpg" data-mid="219073176" border="0" src="https://freight.cargo.site/w/1000/i/aca13b53df1aae56104733e11e58edc5debf326d38b6ca9bbeb2341f14702e23/SM_SkatePal_07.jpg" /> <img width="2000" height="2250" width_o="2000" height_o="2250" data-src="https://freight.cargo.site/t/original/i/90ea92f6488bac186708482808a587123307cfcf24ae8efc0fb10024ee923e9c/SM_Skatepal_08.png" data-mid="219073233" border="0" src="https://freight.cargo.site/w/1000/i/90ea92f6488bac186708482808a587123307cfcf24ae8efc0fb10024ee923e9c/SM_Skatepal_08.png" /> <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/dd0466e764c8bc0d6e9d74661b09e0dbdf84853b67f7e58eb7246ef204cacc7c/SM_Skatepal_09.png" data-mid="219073234" border="0" src="https://freight.cargo.site/w/1000/i/dd0466e764c8bc0d6e9d74661b09e0dbdf84853b67f7e58eb7246ef204cacc7c/SM_Skatepal_09.png" /> The phrases demonstrate an economy of words that is so unique to Arabic. Entire universes and narratives exist within a sentence; some have meanings that change with time, representing the here and now or times past; context is everything. Ultimately, language is a conduit for culture, uncovering the attitudes, values and traditions that shape the lives of its native speakers. <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/aae575a6822c0018471fca79651ba2cbafed1c3dc4a4d2eece1797dbc40359af/SM_Skatepal_10.png" data-mid="219073235" border="0" src="https://freight.cargo.site/w/1000/i/aae575a6822c0018471fca79651ba2cbafed1c3dc4a4d2eece1797dbc40359af/SM_Skatepal_10.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/5e464c8eb718dd8059e05fbbfa7ebd3597315c108eb1bd5f717ee434e9459228/SM_Skatepal_11.png" data-mid="219073236" border="0" src="https://freight.cargo.site/w/1000/i/5e464c8eb718dd8059e05fbbfa7ebd3597315c108eb1bd5f717ee434e9459228/SM_Skatepal_11.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/d90323ee1fecf964cf9487be79eca3a1fb847fad2e7a2cf79a02940db7ef69fe/SM_Skatepal_12.png" data-mid="219073237" border="0" src="https://freight.cargo.site/w/1000/i/d90323ee1fecf964cf9487be79eca3a1fb847fad2e7a2cf79a02940db7ef69fe/SM_Skatepal_12.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/2cda8944474946f311a0fa101c371fe82e1f4010b6996705fcadbd8bdbaf5942/SM_Skatepal_13.png" data-mid="219073238" border="0" src="https://freight.cargo.site/w/1000/i/2cda8944474946f311a0fa101c371fe82e1f4010b6996705fcadbd8bdbaf5942/SM_Skatepal_13.png" /> <img width="6250" height="3896" width_o="6250" height_o="3896" data-src="https://freight.cargo.site/t/original/i/abe53de2b1a9d23feaee124776f4743f04097b5c1fdd9380f03c7b391833ee20/SM_Skatepal_14.png" data-mid="219073239" border="0" src="https://freight.cargo.site/w/1000/i/abe53de2b1a9d23feaee124776f4743f04097b5c1fdd9380f03c7b391833ee20/SM_Skatepal_14.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/3d044b73c764e1c2acc86c518064964bf2ff587cfac29a5dc8e357f6788a51c8/SM_Skatepal_15.png" data-mid="219073240" border="0" src="https://freight.cargo.site/w/1000/i/3d044b73c764e1c2acc86c518064964bf2ff587cfac29a5dc8e357f6788a51c8/SM_Skatepal_15.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/25c04063217938eb68a53bc5eea6c4fed576afdfa45c73341f446ddf0b2aecf6/SM_Skatepal_16.png" data-mid="219073241" border="0" src="https://freight.cargo.site/w/1000/i/25c04063217938eb68a53bc5eea6c4fed576afdfa45c73341f446ddf0b2aecf6/SM_Skatepal_16.png" /> Photography runs throughout, captured by 11 different contributors, in scenes that range from skaters in action to vernacular shots of daily life—quiet streets, building facades, bustling kitchens; from portraits of residents and visitors across the generations, to urban and rural landscapes, to details of hands, or graffiti, or local wildlife. The placement and sizing of images are fluid, all working together to build a sense of place and belonging, a true multiplicity of experience. <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/ae722415eda63633e8f49704228317ad46c6864e76c8dbb30dff42b81a09a80f/SM_Skatepal_Spread_03.png" data-mid="219073933" border="0" src="https://freight.cargo.site/w/1000/i/ae722415eda63633e8f49704228317ad46c6864e76c8dbb30dff42b81a09a80f/SM_Skatepal_Spread_03.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/c24e8fabe9a15a1c5c9bdbf7a637689d3f7b71e7f1a1153ad9adf4ea205742a8/SM_Skatepal_Spread_02.png" data-mid="219073932" border="0" src="https://freight.cargo.site/w/1000/i/c24e8fabe9a15a1c5c9bdbf7a637689d3f7b71e7f1a1153ad9adf4ea205742a8/SM_Skatepal_Spread_02.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/10573fc6e3330c6e38ade6182298cb431f9d450a5b557f1132238bc9f37d0433/SM_Skatepal_Spread_10.png" data-mid="219073940" border="0" src="https://freight.cargo.site/w/1000/i/10573fc6e3330c6e38ade6182298cb431f9d450a5b557f1132238bc9f37d0433/SM_Skatepal_Spread_10.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/142ad2b0004ceaa3a63c1d3987502e05e3f2a4018e48997ba5a3ccda54692d9d/SM_Skatepal_Spread_06.png" data-mid="219073936" border="0" src="https://freight.cargo.site/w/1000/i/142ad2b0004ceaa3a63c1d3987502e05e3f2a4018e48997ba5a3ccda54692d9d/SM_Skatepal_Spread_06.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/87311475ae08581296afb89a57af934bb60ba77be51082aa53bb4d0ca8928d66/SM_Skatepal_Spread_05.png" data-mid="219073935" border="0" src="https://freight.cargo.site/w/1000/i/87311475ae08581296afb89a57af934bb60ba77be51082aa53bb4d0ca8928d66/SM_Skatepal_Spread_05.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/51383ba60c90a8e68d620bbc02f54149c2d2306ff08163f7410335be4db6df47/SM_Skatepal_Spread_04.png" data-mid="219073934" border="0" src="https://freight.cargo.site/w/1000/i/51383ba60c90a8e68d620bbc02f54149c2d2306ff08163f7410335be4db6df47/SM_Skatepal_Spread_04.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/d78fd9d3a9e8f248afd1196b752017016aee2360683e079b12f0f0384dbfe361/SM_Skatepal_Spread_07.png" data-mid="219073937" border="0" src="https://freight.cargo.site/w/1000/i/d78fd9d3a9e8f248afd1196b752017016aee2360683e079b12f0f0384dbfe361/SM_Skatepal_Spread_07.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/40faedfc5e8ee2526c60210df04a335091638fb2fb8de4eb7c8b8a17973029c0/SM_Skatepal_Spread_08.png" data-mid="219073938" border="0" src="https://freight.cargo.site/w/1000/i/40faedfc5e8ee2526c60210df04a335091638fb2fb8de4eb7c8b8a17973029c0/SM_Skatepal_Spread_08.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/f1f563f258f1ba721feda617196cc4246ac66d62a6fcc005cee51b02fdd0a3a2/SM_Skatepal_Spread_09.png" data-mid="219073939" border="0" src="https://freight.cargo.site/w/1000/i/f1f563f258f1ba721feda617196cc4246ac66d62a6fcc005cee51b02fdd0a3a2/SM_Skatepal_Spread_09.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/9d4b80cc0d4f37ace970322754059f1f0b12c45d37764ea6fd8b14df702e8ee6/SM_Skatepal_Spread_01.png" data-mid="219073931" border="0" src="https://freight.cargo.site/w/1000/i/9d4b80cc0d4f37ace970322754059f1f0b12c45d37764ea6fd8b14df702e8ee6/SM_Skatepal_Spread_01.png" /> <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/dd32001a9fd47e7187ff4f1ffca645fa0ff1c2e62b02a57be46a96d7fd2bce6d/SM_Skatepal_18.png" data-mid="219073243" border="0" src="https://freight.cargo.site/w/1000/i/dd32001a9fd47e7187ff4f1ffca645fa0ff1c2e62b02a57be46a96d7fd2bce6d/SM_Skatepal_18.png" /> <img width="12500" height="7792" width_o="12500" height_o="7792" data-src="https://freight.cargo.site/t/original/i/bf041295be52efb7331f45ffa4f5b28c66c6cf1241760bb31edd882b29bfbadb/SM_Skatepal_19.png" data-mid="219073244" border="0" src="https://freight.cargo.site/w/1000/i/bf041295be52efb7331f45ffa4f5b28c66c6cf1241760bb31edd882b29bfbadb/SM_Skatepal_19.png" /> Haraka Baraka is a project by Samar Maakaroun and SkatePalThe book is available to buy now through SkatePal’s website. Creative Direction &amp; Bespoke Typography:Samar MaakarounIllustration:Jacob ChungProject Team:Samar Maakaroun, Jacob Chung, Liz Huang, Robyn TaylorContent:Alex AdetibaCharlie Davis SkatePal Project Lead, Author,Researcher &amp; Editor:Alex AdetibaPhotographers:Aram Sabbah, Maen Hammad, Johnny McMullan, Alex Adetiba, Greg Hollan, Colin Chadwick, Ben Bravenec, Paula Grant, Craig Johnso, Anil Iltas, Adam SzostekCalligraphy:Belal Khaled, Abu Rabi’Editorial team:Wala Qamhieh, Nejad Kurd https://samarmaakaroun.co.uk/Sharjah Tue, 01 Oct 2024 13:00:12 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Sharjah SHARJAH Strategy, positioning and brand identity for Sharjah, one of the seven United Arab Emirates. Pentagram partner Samar Maakaroun (while operating as Right to Left studio) was invited to create a new brand identity for the Emirate of Sharjah to help connect Sharjah’s rich history to its ambitious and vibrant arts and cultural scene and promote it as an exciting place to live, work and visit. As a nod to Sharjah’s own past, the slogan was taken from the much-loved 1970s sign ‘Smile, you’re in Sharjah’ that greeted motorists as they entered the city. The new identity embraced this friendly tone, playfully emphasising Sharjah’s openness, its rich heritage, its lively arts scene, industrious and enterprising nature, and its vibrant culture. <img width="2000" height="2545" width_o="2000" height_o="2545" data-src="https://freight.cargo.site/t/original/i/7cdf6a9ce5066e107128521887267773a749b3434fb01c0c2fdc3a31ff8a68a3/SM_Sharjah_04A.png" data-mid="219017962" border="0" src="https://freight.cargo.site/w/1000/i/7cdf6a9ce5066e107128521887267773a749b3434fb01c0c2fdc3a31ff8a68a3/SM_Sharjah_04A.png" /> <img width="4167" height="5302" width_o="4167" height_o="5302" data-src="https://freight.cargo.site/t/original/i/75f48edc9ccfca8e736fbeff5a14f35dee8e01a452bf77dd5be8a64d617a36f6/SM_Sharjah_IconsInGrid_5A.png" data-mid="219031051" border="0" src="https://freight.cargo.site/w/1000/i/75f48edc9ccfca8e736fbeff5a14f35dee8e01a452bf77dd5be8a64d617a36f6/SM_Sharjah_IconsInGrid_5A.png" /> The accompanying graphic language takes the arch as its starting point: emblematic of the city’s architecture, the arch is also a symbol of structural integrity. The elegantly rounded motif replaces the two lowercase ‘a’s, introducing an element of transitions and passageways, that in turn embodies the ideas of transformation, progress, and journeys through Sharjah. <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/afda76e9f35b9a56c6976d62f0f14bbd37ded48a3bc11f7a2d8120f0ea0527e7/SM_Sharjah_07A.jpg" data-mid="219017963" border="0" src="https://freight.cargo.site/w/1000/i/afda76e9f35b9a56c6976d62f0f14bbd37ded48a3bc11f7a2d8120f0ea0527e7/SM_Sharjah_07A.jpg" /> The brand package integrated the same DNA, colour system, motion and form in two separate languages, creating one face, one brand identity speaking equally fluently in two different languages. Samar and her team also provided recommendations for a more minimal approach in the guidelines, suggesting the usage of the wordmarks separately to give stature to one or the other language depending on context. The ultimate aim was for Sharjah to have the same face, the same attitude, the same fluency and ease regardless of what language it was using. The visually equal x-height and width means that both languages can be used side-by-side. This gives both languages equal footing, instead of the usual stacking of one language on top of the other, which always leads to one being dominant, or neither being visible and ownable enough. <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/8216fc7db551c5e7f860cb366a3d319fd3aed348d6d866fd52785bfb15501dad/SM_Sharjah_11A.png" data-mid="219017965" border="0" src="https://freight.cargo.site/w/1000/i/8216fc7db551c5e7f860cb366a3d319fd3aed348d6d866fd52785bfb15501dad/SM_Sharjah_11A.png" /> <img width="1920" height="2442" width_o="1920" height_o="2442" data-src="https://freight.cargo.site/t/original/i/35c6d6c00bd28df632af835872ffeda6f415e3319241b61788ffb3712ad4ac94/SM_Sharjah_12A.png" data-mid="219017966" border="0" src="https://freight.cargo.site/w/1000/i/35c6d6c00bd28df632af835872ffeda6f415e3319241b61788ffb3712ad4ac94/SM_Sharjah_12A.png" /> <img width="1920" height="2442" width_o="1920" height_o="2442" data-src="https://freight.cargo.site/t/original/i/926c48698a8d4923f87b54b0ef1d245ab57d32f3cefdd8492498246ee65da04f/SM_Sharjah_16A.png" data-mid="219017969" border="0" src="https://freight.cargo.site/w/1000/i/926c48698a8d4923f87b54b0ef1d245ab57d32f3cefdd8492498246ee65da04f/SM_Sharjah_16A.png" /> <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/543467673c67c090aa7590b7ddad33291938ac45d2fb912b4032c0efa6b3839c/SM_Sharjah_14A.png" data-mid="219017967" border="0" src="https://freight.cargo.site/w/1000/i/543467673c67c090aa7590b7ddad33291938ac45d2fb912b4032c0efa6b3839c/SM_Sharjah_14A.png" /> <img width="7500" height="5000" width_o="7500" height_o="5000" data-src="https://freight.cargo.site/t/original/i/bf777cb1d2b4ea67087866acb78ae35ea6dcce8170e53c3ba413c45adf30e453/SM_Sharjah_15B.png" data-mid="219028847" border="0" src="https://freight.cargo.site/w/1000/i/bf777cb1d2b4ea67087866acb78ae35ea6dcce8170e53c3ba413c45adf30e453/SM_Sharjah_15B.png" /> <img width="3600" height="2400" width_o="3600" height_o="2400" data-src="https://freight.cargo.site/t/original/i/342ab81a08a0431f8d93485818ea67a13819fd0ce79c8d81e5f0bd8435ee1605/SM_Sharjah_19A.jpg" data-mid="219017972" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/342ab81a08a0431f8d93485818ea67a13819fd0ce79c8d81e5f0bd8435ee1605/SM_Sharjah_19A.jpg" /> Sharjah is a project by Right to Left Studio team: Creative direction: Samar Maakaroun Designers: Rhian Edwards, Evan Larbi, Jonathan Nielsen, Liz Huang, Jacob Chung, Claudia Chiavazza, Inari Sirola, Claudia Colombo Collaborators: Evan Larbi, Arabic Type Special Thanks:Sharjah Government Media Bureau team—Alya Al Suwaidi, Saleh Ghorbel, Karam Edrees, Hamda Al Suwaidi https://samarmaakaroun.co.uk/Totem Fri, 11 Aug 2023 15:18:49 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Totem TOTEM Leveraging gaming time for the greater good with a product that helps gamers build healthy habits. <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/145c47406071959248e8951e600d9d49ab8531a26febe67a0a65bb90235f6a17/Right-to-left-for-totem-9.png" data-mid="189720120" border="0" src="https://freight.cargo.site/w/1000/i/145c47406071959248e8951e600d9d49ab8531a26febe67a0a65bb90235f6a17/Right-to-left-for-totem-9.png" /> &nbsp; Totem is an app that leverages gamer’s time for the greater good. Beyond play and winning, it connects the inside with the outside by encouraging players to invest time in their wellbeing, such as going to the gym, volunteering, or learning something new. The ambition is to encourage players to establish healthy habits and in return earn Totem points, claim rewards that they can redeem within their favourite games. This allows the gamers to compete in the real world and the virtual world, connecting as a community, while spending their time doing what they love. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b30c7535fc56baee6f3b3a5551c10ec25d4706f6100c5d24ca94b5309af94b65/Right-to-left-for-totem-12.gif" data-mid="189720125" border="0" src="https://freight.cargo.site/w/1000/i/b30c7535fc56baee6f3b3a5551c10ec25d4706f6100c5d24ca94b5309af94b65/Right-to-left-for-totem-12.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7f769520adca688373eb6a6d51993d177ad6272f4b788e7a05519b66c2af9ba3/Right-to-left-for-totem-13.gif" data-mid="189720126" border="0" src="https://freight.cargo.site/w/1000/i/7f769520adca688373eb6a6d51993d177ad6272f4b788e7a05519b66c2af9ba3/Right-to-left-for-totem-13.gif" /> I collaborated with the founders in 2019 when the brand was in its infancy. Together, we worked to position the product as a source of connection and action for a contemporary digital generation. The brand idea held with the letter ‘T’ illustrates the intersection of the two worlds, interior and exterior, technology and humanity, and sits in the middle of the wordmark. In 2023, while the founders were taking the product to market, they came back to us at Right to Left to help them design and build the product in English and Arabic. The symbol within the T was then developed to be used as the Totem character, the discord bot, the fit gamer, a face with two sides, reflecting the core dual nature of this brand. The MVP, developed and designed in 2023, will be trialled early 2024 in Saudi Arabia. Totem is the vision of founder Fahad Al Saud, with Gus Booth Clibborn – two entrepreneurs heavily invested in the field of mental health and wellbeing. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/250bd4105dd612c7ba497bd3ef428307f6f3bb2c2bc32e42eae51b1674e7f060/Right-to-left-for-totem-14.gif" data-mid="189720127" border="0" src="https://freight.cargo.site/w/1000/i/250bd4105dd612c7ba497bd3ef428307f6f3bb2c2bc32e42eae51b1674e7f060/Right-to-left-for-totem-14.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6cba1d7b9910dba28b233c4319f296c6dd29e02e341d25a111c11d9d8c900365/Right-to-left-for-totem-11.gif" data-mid="189720123" border="0" src="https://freight.cargo.site/w/1000/i/6cba1d7b9910dba28b233c4319f296c6dd29e02e341d25a111c11d9d8c900365/Right-to-left-for-totem-11.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fb7c0e7e3610a0ff3cab9dd4a3ab1e455d156eed9f7eaafbf480ce62eeac7580/Right-to-left-for-totem-8.gif" data-mid="189720118" border="0" src="https://freight.cargo.site/w/1000/i/fb7c0e7e3610a0ff3cab9dd4a3ab1e455d156eed9f7eaafbf480ce62eeac7580/Right-to-left-for-totem-8.gif" /> <img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/2244433580189c91b1a4ed04c30a1fed957a5e0d4f29afa3ed4e5de144a53ea9/Right-to-left-for-totem-4.jpg" data-mid="189720115" border="0" src="https://freight.cargo.site/w/1000/i/2244433580189c91b1a4ed04c30a1fed957a5e0d4f29afa3ed4e5de144a53ea9/Right-to-left-for-totem-4.jpg" /> <img width="3500" height="3500" width_o="3500" height_o="3500" data-src="https://freight.cargo.site/t/original/i/25eb58052e344511dda8a1b1cbd69ef13b7ad639ab86bfc8c1d3680bf3dd526a/Right-to-left-for-totem-3.jpg" data-mid="189720113" border="0" src="https://freight.cargo.site/w/1000/i/25eb58052e344511dda8a1b1cbd69ef13b7ad639ab86bfc8c1d3680bf3dd526a/Right-to-left-for-totem-3.jpg" /> <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/4a2fe34c779ae43fb66f23b90ae6b8178edd549590b65612ef983eb5696a9636/Business-cards.png" data-mid="188010844" border="0" src="https://freight.cargo.site/w/1000/i/4a2fe34c779ae43fb66f23b90ae6b8178edd549590b65612ef983eb5696a9636/Business-cards.png" /> Totem is a project by Right to Left Studio team: Creative direction: Samar Maakaroun Designers: Chung Hin Ching, Yi-Zhi Huang, Ben Hartley Strategy: Fahad Al Saud, Samar Maakaroun, Gus Booth Clibborn Copywriting: Tyma Hezam Head of Product: Howard Abrahall Product build and technology: Allen Jansen van Nieuwenhuizen Velocity Cubed https://samarmaakaroun.co.uk/Porsche Fri, 11 Aug 2023 15:18:50 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Porsche PORSCHE&nbsp; Social media campaign during Ramadan, celebrating moments of collective celebration and the contemplation of prayer. <img width="4096" height="2304" width_o="4096" height_o="2304" data-src="https://freight.cargo.site/t/original/i/15b3d67c7efc98cd0c7b519c956f9299f5410de70981a7234bcf19c69040d129/right-to-left-for-porsche-08.jpg" data-mid="189630827" border="0" src="https://freight.cargo.site/w/1000/i/15b3d67c7efc98cd0c7b519c956f9299f5410de70981a7234bcf19c69040d129/right-to-left-for-porsche-08.jpg" /> Porsche approached Right to Left to create a social campaign for Ramadan, taking inspiration from their tagline 'Our dreams drive us’ or أحلامنا تقودنا in Arabic. As Ramadan is a time of individual reflection as well as collective celebration, we wanted to highlight that dichotomy by using a visual concept that allows for this contradiction. Our creative solution was inspired by Musharrabiyeh, a traditional element of Islamic architecture which contains a see-through wall, dividing&nbsp; and uniting at the same time. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d6f5a8b41624214c51cf880e6ead639ec08b187fa8c14afe300a10858363073e/Rightoleft_Projects_Porsche_1_Samar_Maakaroun.png" data-mid="189191716" border="0" src="https://freight.cargo.site/w/1000/i/d6f5a8b41624214c51cf880e6ead639ec08b187fa8c14afe300a10858363073e/Rightoleft_Projects_Porsche_1_Samar_Maakaroun.png" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/b441dc662dc1651faf1d5296d1886b753f11eafbcb53388bd1102cd760f4ddc2/Frame-8.png" data-mid="188018088" border="0" src="https://freight.cargo.site/w/800/i/b441dc662dc1651faf1d5296d1886b753f11eafbcb53388bd1102cd760f4ddc2/Frame-8.png" />We created a set of eight typographic walls with interconnected letters, using the circular composition of the moon and integrating the line within. Here, the letters connect the structure and yet are not directly visible. Instead, they are discovered, sometimes using light and colour, sometimes through the movement of the camera, to highlight the feeling of coming together in celebration or separating in prayer. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/4393c92d19fd009358c5181abf36fa14ab0362934af3cb68644abb8442aa7325/right-to-left-for-porsche-0112.png" data-mid="189630781" border="0" src="https://freight.cargo.site/w/1000/i/4393c92d19fd009358c5181abf36fa14ab0362934af3cb68644abb8442aa7325/right-to-left-for-porsche-0112.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b68e5fc506cf34de49aa90d648772e6b5fd2f780ed76b3fd96a2387c48160448/07Process.gif" data-mid="189631060" border="0" src="https://freight.cargo.site/w/1000/i/b68e5fc506cf34de49aa90d648772e6b5fd2f780ed76b3fd96a2387c48160448/07Process.gif" /> <img width="4500" height="2531" width_o="4500" height_o="2531" data-src="https://freight.cargo.site/t/original/i/70018e592e59503bf5f6fcd64c4b21364589b939a891ae9f758004560a4d8796/02Porsche-Case-Study14.gif" data-mid="189631058" border="0" src="https://freight.cargo.site/w/1000/i/70018e592e59503bf5f6fcd64c4b21364589b939a891ae9f758004560a4d8796/02Porsche-Case-Study14.gif" /> <img width="3840" height="1471" width_o="3840" height_o="1471" data-src="https://freight.cargo.site/t/original/i/4cb133af6f96edc3589bf406e67961409cbf94dceba1ce0b7074f7a856089ac8/right-to-left-for-porsche-016.png" data-mid="189630769" border="0" src="https://freight.cargo.site/w/1000/i/4cb133af6f96edc3589bf406e67961409cbf94dceba1ce0b7074f7a856089ac8/right-to-left-for-porsche-016.png" /> <img width="4096" height="2304" width_o="4096" height_o="2304" data-src="https://freight.cargo.site/t/original/i/fedf6b466149d4cee00670d9f62ce24dc6685c67344fb2a9399f0fd83461f02b/right-to-left-for-porsche-07.jpg" data-mid="189630830" border="0" src="https://freight.cargo.site/w/1000/i/fedf6b466149d4cee00670d9f62ce24dc6685c67344fb2a9399f0fd83461f02b/right-to-left-for-porsche-07.jpg" /> <img width="3584" height="1999" width_o="3584" height_o="1999" data-src="https://freight.cargo.site/t/original/i/5f10ab7cb9bcf65d091e87fc0df6dcc062ac63fab4fe55af7bd2aafc7d887402/right-to-left-for-porsche-02.jpg" data-mid="189630848" border="0" src="https://freight.cargo.site/w/1000/i/5f10ab7cb9bcf65d091e87fc0df6dcc062ac63fab4fe55af7bd2aafc7d887402/right-to-left-for-porsche-02.jpg" /> Porsche Ramadan is a project by Keko creative Partner creative agency: Right to Left Typography, creative concept and direction: Samar Maakaroun Animation and concept visualisation: Manuel Teveny Design team: Claudia Chiavazza, Hin Ching Chung, Yi-Zhi Huang Production company: Black Rhino Michel Harb, Michelle Ayoub, Georges Aramouni, Dimitri Norsik BTS Production company: Act Natural Robin Fraser, Joel Stagg, Florence Creffield Creative agency: Keko Nora Ferneine, Sandy McIntosh, Rolf Eggers, Aaron Leung, Hisham Al Abbas, Shrey Sharma https://samarmaakaroun.co.uk/Majid Fri, 11 Aug 2023 15:18:49 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Majid MAJIDTV &amp; MAGAZINE Major rebrand across an iconic media portfolio in print and TV, with a dynamic typographic system to weave everything together. Abu Dhabi Media oversees 22 brands across TV, radio and publishing across the Middle East. Over two years, I led the creative team at Pentagram alongside Angus Hyland to rebrand the full portfolio. With the aim of building a coherent, audience-centric, sustainable brand for the 21st century, we created a new brand identity, brand strategy and brand architecture to reflect the vision of ADM. <img width="4000" height="2667" width_o="4000" height_o="2667" data-src="https://freight.cargo.site/t/original/i/df8c5efed863c29a34f355a2eec1196cca791b2b7b0a691b509e9c966e679070/SM_AH_Majid_04.jpg" data-mid="188281421" border="0" src="https://freight.cargo.site/w/1000/i/df8c5efed863c29a34f355a2eec1196cca791b2b7b0a691b509e9c966e679070/SM_AH_Majid_04.jpg" /> <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/b26308fc0b0054fd4dcb7676ba0b6c46b63876855020519ee8ec25cf7443329a/SM_AH_Majid_03.jpg" data-mid="188281416" border="0" src="https://freight.cargo.site/w/1000/i/b26308fc0b0054fd4dcb7676ba0b6c46b63876855020519ee8ec25cf7443329a/SM_AH_Majid_03.jpg" /> Majid appeared in print format as a children’s magazine, known and loved by kids across the Arab world, and a TV channel, broadcasting from the UAE.&nbsp; Named after an Arab navigator and cartographer born in the UAE,&nbsp; the brand has grown over time to include several other characters, including Kaslan, Fadooly, Fateen, Ammonia and Captain K. Over the course of two years, I led the team at Pentagram to rebrand Majid, in print and digital. I redesigned the brand mark, refining the typography and using the diacritic as a gateway to the worlds of Majid. We collaborated with Art &amp; Graft on the TV package, while we designed and built a bespoke bilingual typeface that unified the voice of the Abu Dhabi Media portfolio and connected its properties. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7222916a43600ea1884e26305583a8b52472868b95f2f70a29882484fa4dae31/Samar_maakaroun_Majid11.png" data-mid="188065674" border="0" src="https://freight.cargo.site/w/1000/i/7222916a43600ea1884e26305583a8b52472868b95f2f70a29882484fa4dae31/Samar_maakaroun_Majid11.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d641a9a160cf24679f66fa753b1780c57b07865f20425ad6371889fe52d68783/Samar_maakaroun_Majid4.png" data-mid="188065665" border="0" src="https://freight.cargo.site/w/1000/i/d641a9a160cf24679f66fa753b1780c57b07865f20425ad6371889fe52d68783/Samar_maakaroun_Majid4.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/27963d5e48bcafb1c60225b71e01782310a388c6cc77f05d9be8d97e88e96b1a/Samar_maakaroun_Majid6.png" data-mid="188065667" border="0" src="https://freight.cargo.site/w/1000/i/27963d5e48bcafb1c60225b71e01782310a388c6cc77f05d9be8d97e88e96b1a/Samar_maakaroun_Majid6.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0f9030e77edf31a2f7dbac11334a738209c6b217ce6fc74ad0c5bf493840cf3b/Samar_maakaroun_Majid35.png" data-mid="188065681" border="0" src="https://freight.cargo.site/w/1000/i/0f9030e77edf31a2f7dbac11334a738209c6b217ce6fc74ad0c5bf493840cf3b/Samar_maakaroun_Majid35.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ac7247714cc50a8bae628f6d352170469a06900c2800d6fd0b3a5ec2003a8694/Samar_maakaroun_Majid12.png" data-mid="188065675" border="0" src="https://freight.cargo.site/w/1000/i/ac7247714cc50a8bae628f6d352170469a06900c2800d6fd0b3a5ec2003a8694/Samar_maakaroun_Majid12.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/16155b164f9632e7dab414bbc008b5e1a6ef87f0daf61125d747597a0f08911c/Samar_maakaroun_Majid5.png" data-mid="188065666" border="0" src="https://freight.cargo.site/w/1000/i/16155b164f9632e7dab414bbc008b5e1a6ef87f0daf61125d747597a0f08911c/Samar_maakaroun_Majid5.png" /> Majid brand is a project by Pentagram Partner &amp; creative direction: Angus Hyland Design lead: Samar Maakaroun Project management: Vicky Ryan Design team: Marisa Pinana Rovira, Jess Yanzio, Jonny Holmes Strategy: Federicco Gaggio, Samar Maakaroun Print design package: Pentagram &amp; Studio Safar TV package: Pentagram &amp; Art &amp; Graft <img width="4096" height="3072" width_o="4096" height_o="3072" data-src="https://freight.cargo.site/t/original/i/672adac54763c2be9d7075d76d6eaad2178a5966447601843412d46baacb3188/SamarMaakarounandpentagram.jpg" data-mid="189645508" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/672adac54763c2be9d7075d76d6eaad2178a5966447601843412d46baacb3188/SamarMaakarounandpentagram.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/87c27de9d33a8bc7a5be5ad6025425804f9b89dbbb32ac66bd9e662a23bb2db2/Samar_maakaroun_Majid8.png" data-mid="188065669" border="0" src="https://freight.cargo.site/w/1000/i/87c27de9d33a8bc7a5be5ad6025425804f9b89dbbb32ac66bd9e662a23bb2db2/Samar_maakaroun_Majid8.png" /> https://samarmaakaroun.co.uk/Dubai Mon, 14 Aug 2023 16:22:49 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Dubai DUBAI City-wide destination brand, rooted in a unique place where the world comes together. <img width="4096" height="2731" width_o="4096" height_o="2731" data-src="https://freight.cargo.site/t/original/i/a1f7f8aaa0995c846aec2d4574e7ae50da6e630f08020c874d53cfc60fd0e7c6/SM-MCSAATCHI_DubaiBrand_Debossed.jpg" data-mid="189584085" border="0" src="https://freight.cargo.site/w/1000/i/a1f7f8aaa0995c846aec2d4574e7ae50da6e630f08020c874d53cfc60fd0e7c6/SM-MCSAATCHI_DubaiBrand_Debossed.jpg" /> In 2013, I led the design team at M&amp;C Saatchi, who delivered a city-wide tourist brand for the Emirate of Dubai. Working closely with stakeholders through a nine-month process, we delivered a visual solution that integrates two languages, English and Arabic, in an engaging, compact form. <img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/991df4887afc3c4b416f33a6146083fb3b47043c6ffd6e5a2dbcfc013baa7e40/SM-MCSAATCHI_DubaiBrand_logo-white.png" data-mid="189584106" border="0" src="https://freight.cargo.site/w/1000/i/991df4887afc3c4b416f33a6146083fb3b47043c6ffd6e5a2dbcfc013baa7e40/SM-MCSAATCHI_DubaiBrand_logo-white.png" /> <img width="2000" height="2000" width_o="2000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/aca8ff8d4807eb8a7beb09d61361bdb5b0b45379682da84a5404f547c7955c23/SM-MCSAATCHI_DubaiBrand_logo-black.png" data-mid="189584108" border="0" src="https://freight.cargo.site/w/1000/i/aca8ff8d4807eb8a7beb09d61361bdb5b0b45379682da84a5404f547c7955c23/SM-MCSAATCHI_DubaiBrand_logo-black.png" /> The Marque, adopted as a symbol of Dubai by Sheikh Mohammed bin Rashid Al Maktoum in 2014, was inspired by the cultural fusion within the city. By harmoniously combining the Arabic and Latin alphabets, the result reflects Dubai’s unique position as a city where the world comes together. It is a unified brand architecture for all government departments, delivering public services under a coherent and consistent voice. Today the brand lives on, nine years in, and is still very much loved by the Emiratis and the Arab world beyond. <img width="4096" height="2731" width_o="4096" height_o="2731" data-src="https://freight.cargo.site/t/original/i/d5f223c3e7115c609cca9a0c2ea023d4d72d7bcc12750eebf97582ca5ce2eda1/SM-MCSAATCHI_DubaiBrand_Billboard-3-copy.jpg" data-mid="189584097" border="0" src="https://freight.cargo.site/w/1000/i/d5f223c3e7115c609cca9a0c2ea023d4d72d7bcc12750eebf97582ca5ce2eda1/SM-MCSAATCHI_DubaiBrand_Billboard-3-copy.jpg" /> <img width="4096" height="2731" width_o="4096" height_o="2731" data-src="https://freight.cargo.site/t/original/i/ec109a30007ef96b56cd1c11454048e3e9f680cd8a3d00e5d0a9f91403090491/SM-MCSAATCHI_DubaiBrand_BusinessCards-copy.jpg" data-mid="189584091" border="0" src="https://freight.cargo.site/w/1000/i/ec109a30007ef96b56cd1c11454048e3e9f680cd8a3d00e5d0a9f91403090491/SM-MCSAATCHI_DubaiBrand_BusinessCards-copy.jpg" /> <img width="4096" height="2731" width_o="4096" height_o="2731" data-src="https://freight.cargo.site/t/original/i/2f3ae133498100a3c03913eccf845780e407157924e9ca17676765d0cf23c2b1/SM-MCSAATCHI_DubaiBrand_Tshirts.jpg" data-mid="189584086" border="0" src="https://freight.cargo.site/w/1000/i/2f3ae133498100a3c03913eccf845780e407157924e9ca17676765d0cf23c2b1/SM-MCSAATCHI_DubaiBrand_Tshirts.jpg" /> <img width="4096" height="2304" width_o="4096" height_o="2304" data-src="https://freight.cargo.site/t/original/i/0b6716569c5845d29cafbc2a027dd26d6ae92104ae10ee9a757896807f3b5a3a/SM-MCSAATCHI_DubaiBrand_process-1.png" data-mid="189584099" border="0" src="https://freight.cargo.site/w/1000/i/0b6716569c5845d29cafbc2a027dd26d6ae92104ae10ee9a757896807f3b5a3a/SM-MCSAATCHI_DubaiBrand_process-1.png" /> <img width="4096" height="2304" width_o="4096" height_o="2304" data-src="https://freight.cargo.site/t/original/i/175ccb8eb305bc82324b9e6ab09bfaaefd3bfcf4edbebaeca809b9bfb3a2f0e0/SM-MCSAATCHI_DubaiBrand_process-2.png" data-mid="189584104" border="0" alt="Process records 2014" data-caption="Process records 2014" src="https://freight.cargo.site/w/1000/i/175ccb8eb305bc82324b9e6ab09bfaaefd3bfcf4edbebaeca809b9bfb3a2f0e0/SM-MCSAATCHI_DubaiBrand_process-2.png" /> Dubai city brand is a project by M&amp;C Saatchi Creative direction: Matt Beaumont&nbsp; Strategy: Dan Izbicki Art direction; Phil Reedy Design lead: Samar Maakaroun Copy: Ma’n Abu Taleb Design team: Samar Maakaroun, Tod Butler, Cos Georgiou, Peter Jackson Account&nbsp; management: Jessica Wardle, Victoria Austin, Luke Nokes, Will De Arte Morris, Alex Lemecha Sim, David Glass, Patrick Walsh <img width="3000" height="1688" width_o="3000" height_o="1688" data-src="https://freight.cargo.site/t/original/i/83862d575415e6635266f831dc691b501726a830e5cf83d5205a101821e8078b/SM-MCSAATCHI_DubaiBrand_building.jpg" data-mid="189611856" border="0" src="https://freight.cargo.site/w/1000/i/83862d575415e6635266f831dc691b501726a830e5cf83d5205a101821e8078b/SM-MCSAATCHI_DubaiBrand_building.jpg" /> <img width="3000" height="1688" width_o="3000" height_o="1688" data-src="https://freight.cargo.site/t/original/i/334b8245a79021786efe18ed2b097b01b8853d1b8882c13a0cfb4faf9a5cb58d/SM-MCSAATCHI_DubaiBrand_car.png" data-mid="189611857" border="0" src="https://freight.cargo.site/w/1000/i/334b8245a79021786efe18ed2b097b01b8853d1b8882c13a0cfb4faf9a5cb58d/SM-MCSAATCHI_DubaiBrand_car.png" /> https://samarmaakaroun.co.uk/Apple Tue, 15 Aug 2023 23:15:52 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Apple APPLE Taking Apple to the Arab world. <img width="2667" height="1500" width_o="2667" height_o="1500" data-src="https://freight.cargo.site/t/original/i/7cc434e67592895689134a1bef07b740efe573ccfc51efb89796dd492309b66b/Samar_Maakaroun_Brand20.png" data-mid="189619113" border="0" src="https://freight.cargo.site/w/1000/i/7cc434e67592895689134a1bef07b740efe573ccfc51efb89796dd492309b66b/Samar_Maakaroun_Brand20.png" /> In 2014, Apple was in the process of opening its two stores in the UAE – the first in all 24 Arabic-speaking countries – while they were actively building a Dubai-based team. I worked with the London team over two years to facilitate this ambitious entry to the Arab market, highlighting the areas that differ in right-to-left languages, and working through each one at a time, together with the London and worldwide team.&nbsp; This included: collaborating on the development of a bespoke Arabic typeface, fine-tuned to match Apple’s corporate Latin typeface; a thorough UX audit on their iOS system on iPhone and iPad (resulting in the launch of an updated iOS in 2015); and all retail touch points developed for the opening of the first two stores in the Arab world. The biggest challenge was to devise an approach for the Apple Arabic website, the first ‘right-to-left’ iteration of apple.com, without having to recreate the existing assets, and while maintaining parity in the aesthetic between English and Arabic.&nbsp; We also designed two major façades for the stores in Dubai and Abu Dhabi, and collaborated with artist Samir Sayegh for the calligraphic results. A project by Apple Marcom London Creative direction: Harriet Devoy, Chris Duggan Dean Wei, Safiyyah Abu Hulayel Design team: Samar Maakaroun, Matt Adams, Robert Sherwood, Dominic Taylor Type design: Tarek Atrissi Type build:Apple typography team Samar Maakaroun Calligraphy by artist Samir Sayegh for Apple https://samarmaakaroun.co.uk/Ithihad Mon, 14 Aug 2023 16:23:18 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Ithihad AlITTIHAD A fresh identity for the Emirate’s oldest newspaper. <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/3ff033847857a465808c1bc5ccfb2ed925612fdf6fdbb1bb056a81355218ae18/Samar_maakaroun_Ithihad_16.jpg" data-mid="189622681" border="0" src="https://freight.cargo.site/w/1000/i/3ff033847857a465808c1bc5ccfb2ed925612fdf6fdbb1bb056a81355218ae18/Samar_maakaroun_Ithihad_16.jpg" /> The first issue of Al Ittihad appeared on 20 October 1969, and ever since it has been the newspaper of choice for Emiratis and others across the Arab world. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b856faf7d5382f28c42b5c574c1b7f9c50f41c778fd0b59f51bb2b2888936287/Samar_maakaroun_Ithihad_04.png" data-mid="189622697" border="0" src="https://freight.cargo.site/w/1000/i/b856faf7d5382f28c42b5c574c1b7f9c50f41c778fd0b59f51bb2b2888936287/Samar_maakaroun_Ithihad_04.png" /> In 2019, with Pentagram, I designed the new masthead of the newspaper as part of the ambitious rebrand of the whole Abu Dhabi Media Portfolio.&nbsp; Throughout the process, we looked at the variety of mastheads the newspaper had, choosing to go back to one of the earlier versions, updated with a fresher, more modern stroke to bring it into the 21st century, while maintaining deep roots within Abu Dhabi Media’s master brand. Working over one year, we delivered a typographic system for the internal team, including more than 100 templates, and a detailed document setting guidelines around the newspaper and all its marketing material.&nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f2365e9a5cff31ae2aff51af2da57397c74168f4ba235f25f7762b6e22123e4c/Samar_maakaroun_Ithihad_01.png" data-mid="189622699" border="0" src="https://freight.cargo.site/w/1000/i/f2365e9a5cff31ae2aff51af2da57397c74168f4ba235f25f7762b6e22123e4c/Samar_maakaroun_Ithihad_01.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/225ded934947e856962bf5a88d1d935360bad874e13cc9c4f4df41a100e04d6d/Samar_maakaroun_Ithihad_02.png" data-mid="189622685" border="0" src="https://freight.cargo.site/w/1000/i/225ded934947e856962bf5a88d1d935360bad874e13cc9c4f4df41a100e04d6d/Samar_maakaroun_Ithihad_02.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/da7202052033cb434ca54222dc51fe6cac973c25055af08465b53581e671fd4e/Samar_maakaroun_Ithihad_13.png" data-mid="189622689" border="0" src="https://freight.cargo.site/w/1000/i/da7202052033cb434ca54222dc51fe6cac973c25055af08465b53581e671fd4e/Samar_maakaroun_Ithihad_13.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b0162230be9c7e763645ae60b6efb253207a9eeaccc4868ca70d4d9cb77bad6d/Samar_maakaroun_Ithihad_08.png" data-mid="189622695" border="0" src="https://freight.cargo.site/w/1000/i/b0162230be9c7e763645ae60b6efb253207a9eeaccc4868ca70d4d9cb77bad6d/Samar_maakaroun_Ithihad_08.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/afce9f160fe44ed1047a6b10fb10d60d30747983f5ad93dd09b0a16e097f3df2/Samar_maakaroun_Ithihad_09.png" data-mid="189622694" border="0" 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data-src="https://freight.cargo.site/t/original/i/5b9787a735784db2793987a72499186fb759a3db86cf1047c3f6c2f126820a1a/Samar_maakaroun_Ithihad_06.jpg" data-mid="189622683" border="0" src="https://freight.cargo.site/w/1000/i/5b9787a735784db2793987a72499186fb759a3db86cf1047c3f6c2f126820a1a/Samar_maakaroun_Ithihad_06.jpg" /> <img width="3000" height="1870" width_o="3000" height_o="1870" data-src="https://freight.cargo.site/t/original/i/c6e4b47982fcf1f5072ec4cce0642feaf10ee8b0a960b9ef91415856f0fe3713/Samar_maakaroun_Ithihad_07.jpg" data-mid="189622684" border="0" src="https://freight.cargo.site/w/1000/i/c6e4b47982fcf1f5072ec4cce0642feaf10ee8b0a960b9ef91415856f0fe3713/Samar_maakaroun_Ithihad_07.jpg" /> Alittihad brand is a project by Pentagram Partner &amp; creative direction: Angus HylandDesign lead: Samar Maakaroun Project management: Vicky RyanDesign team: Marisa Pinana Rovira, Jess Yanzio, Jonny Holmes, Bethan JonesStrategy: Federicco Gaggio, Samar MaakarounPrint design package: Pentagram &amp; Omnia https://samarmaakaroun.co.uk/AlUla Mon, 14 Aug 2023 16:23:21 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/AlUla STICKERS FOR ARTS ALULA Animated stickers and workshop delivered in AlUla part of the Andy Warhol workshop series. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5aec706a236ee738d403708f40b035e46aecddaa8f2dea74ecb63e50ae901ce7/SM_AlUlaWorkshop_4.gif" data-mid="189214172" border="0" src="https://freight.cargo.site/w/1000/i/5aec706a236ee738d403708f40b035e46aecddaa8f2dea74ecb63e50ae901ce7/SM_AlUlaWorkshop_4.gif" /> In 2023, the city of AlUla hosted an exhibition for Andy Warhol, incorporating a series of workshops looking at Pop in Arab culture. I was invited by Arts AlUla and Sumi Ghose to deliver one of these workshops. &nbsp; It is rare to find a destination so arresting, and yet so hidden from travel books and blogs. What was most striking was the contrast of opposites: desert and oasis, heat of the day and cold of the night, flat sand and rugged mountains, old town and new architecture, traditional farmers mingling with contemporary artists… The energy of a place transforming in tune with its context was palpable and invigorating. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d97501c55931972113767441dc4eb5f64cc84cf4b8e10e7412b9af1fc8b59d71/SM_AlUlaWorkshop_7.gif" data-mid="189212105" border="0" src="https://freight.cargo.site/w/1000/i/d97501c55931972113767441dc4eb5f64cc84cf4b8e10e7412b9af1fc8b59d71/SM_AlUlaWorkshop_7.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ee30ff58269245a2a9be3021884aee3078d88d869b06bde34d9893e88ad45043/SM_AlUlaWorkshop_8.gif" data-mid="189212106" border="0" src="https://freight.cargo.site/w/1000/i/ee30ff58269245a2a9be3021884aee3078d88d869b06bde34d9893e88ad45043/SM_AlUlaWorkshop_8.gif" /> For our workshop, we decided to look at technology and social media.Researching what is available about this place online,, we found close to nothing, so we decided to run a workshop with local participants that looks for colloquial Saudi words, and creates versions in the form of animated pop stickers. This aimed to connect with the younger generations who are very active on social media, but find little representation. &nbsp; <img width="3000" height="2844" width_o="3000" height_o="2844" data-src="https://freight.cargo.site/t/original/i/46639dd73f8cb523640ba7ad3d7b46c81df94d70d13f51060b5acabd440c02f4/SM_Typography_Hegra_02.jpg" data-mid="189312780" border="0" src="https://freight.cargo.site/w/1000/i/46639dd73f8cb523640ba7ad3d7b46c81df94d70d13f51060b5acabd440c02f4/SM_Typography_Hegra_02.jpg" /> <img width="4000" height="2493" width_o="4000" height_o="2493" data-src="https://freight.cargo.site/t/original/i/28461efd6b46810e6d33e153bdadc1faed824a747035184cb002e60b0b844f6f/SM_Typography_Alula_RTL-6.png" data-mid="189312532" border="0" src="https://freight.cargo.site/w/1000/i/28461efd6b46810e6d33e153bdadc1faed824a747035184cb002e60b0b844f6f/SM_Typography_Alula_RTL-6.png" /> <img width="900" height="900" width_o="900" height_o="900" data-src="https://freight.cargo.site/t/original/i/e7c5cbf996c09f91d3d3cc82c11ade21934f4b6b2891348e644d8c76b7f504a3/SM_Typography_Alula_RTL-_06.gif" data-mid="189312523" border="0" src="https://freight.cargo.site/w/900/i/e7c5cbf996c09f91d3d3cc82c11ade21934f4b6b2891348e644d8c76b7f504a3/SM_Typography_Alula_RTL-_06.gif" /> <img width="916" height="916" width_o="916" height_o="916" data-src="https://freight.cargo.site/t/original/i/6983bebd0c4f3868211968c6918a42f0abf3dc35acb4885adf7be57275055983/SM_Typography_Alula_RTL-_04.gif" data-mid="189312521" border="0" src="https://freight.cargo.site/w/916/i/6983bebd0c4f3868211968c6918a42f0abf3dc35acb4885adf7be57275055983/SM_Typography_Alula_RTL-_04.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e8c85ab049c439d09669b38d2a92ceb174e3bcd7134ac0bb867d3b565ab7698c/SM_Typography_Alula_RTL-_05.gif" data-mid="189312522" border="0" src="https://freight.cargo.site/w/1000/i/e8c85ab049c439d09669b38d2a92ceb174e3bcd7134ac0bb867d3b565ab7698c/SM_Typography_Alula_RTL-_05.gif" /> <img width="900" height="900" width_o="900" height_o="900" data-src="https://freight.cargo.site/t/original/i/3bb54f2e5506b8acdddbd89d36a5d8bbc6d234d6a2d7546a28715f4cfee7db96/SM_Typography_Alula_RTL-_03.gif" data-mid="189312520" border="0" src="https://freight.cargo.site/w/900/i/3bb54f2e5506b8acdddbd89d36a5d8bbc6d234d6a2d7546a28715f4cfee7db96/SM_Typography_Alula_RTL-_03.gif" /> To create the stickers, we drew a typeface inspired by the ragged edges of the site of Hegra, a recently designated national heritage site, which&nbsp; struck us as very similar to pixel art. We wanted to leave a lasting legacy for this workshop by not only uploading the participants’ work, but also by setting the bar to what we were trying to achieve with them. With this in mind, we created a set of 40 stickers, uploaded them to Giffy, free and accessible for the world to use, and built on this library with the participation of local Saudis who chose and animated their own words. <img width="4000" height="2493" width_o="4000" height_o="2493" data-src="https://freight.cargo.site/t/original/i/d26184bee38b71d2e4177513015e3e0ae76a42869ee6d5c85cd5233d4518bc87/SM_Typography_Alula_RTL-7.png" data-mid="189312533" border="0" src="https://freight.cargo.site/w/1000/i/d26184bee38b71d2e4177513015e3e0ae76a42869ee6d5c85cd5233d4518bc87/SM_Typography_Alula_RTL-7.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4e49a1f76a9fd02d6b530c1485dde3bcf4e907d1f49156c6f7ac789df9b4bdf0/Hala_bilingual.gif" data-mid="189307376" border="0" src="https://freight.cargo.site/w/1000/i/4e49a1f76a9fd02d6b530c1485dde3bcf4e907d1f49156c6f7ac789df9b4bdf0/Hala_bilingual.gif" /> <img width="690" height="870" width_o="690" height_o="870" data-src="https://freight.cargo.site/t/original/i/24d673b3d9560388f8de23666494be38c61748bab9b327e11479f15b3b584717/SM_Typography_Alula_RTL-_09.gif" data-mid="189312526" border="0" data-scale="80" src="https://freight.cargo.site/w/690/i/24d673b3d9560388f8de23666494be38c61748bab9b327e11479f15b3b584717/SM_Typography_Alula_RTL-_09.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f66760acdc6c487bd56f8e0f6ccbc4fd178464a12a4d9523bc9b60de2e645a5e/SM_Typography_Alula_RTL-_08.gif" data-mid="189312525" border="0" src="https://freight.cargo.site/w/1000/i/f66760acdc6c487bd56f8e0f6ccbc4fd178464a12a4d9523bc9b60de2e645a5e/SM_Typography_Alula_RTL-_08.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/26ade2c8890740c685d75919a6140b488def043d1815eba483a68845203ba4bd/SM_Typography_Alula_RTL-_07.gif" data-mid="189312524" border="0" src="https://freight.cargo.site/w/1000/i/26ade2c8890740c685d75919a6140b488def043d1815eba483a68845203ba4bd/SM_Typography_Alula_RTL-_07.gif" /> <img width="6000" height="3740" width_o="6000" height_o="3740" data-src="https://freight.cargo.site/t/original/i/513439bd069e62c554f55449838509a18dd2b0c4ebc65d211f4273817421970f/SM_Typography_Alula_RTL-8.png" data-mid="189312534" border="0" src="https://freight.cargo.site/w/1000/i/513439bd069e62c554f55449838509a18dd2b0c4ebc65d211f4273817421970f/SM_Typography_Alula_RTL-8.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f463ad27c0a639ea233827cef045667c8a6aeb5aa25990e92ccfa97a22541121/Thankyou_typography_arab_V02-CBG.gif" data-mid="189307058" border="0" src="https://freight.cargo.site/w/1000/i/f463ad27c0a639ea233827cef045667c8a6aeb5aa25990e92ccfa97a22541121/Thankyou_typography_arab_V02-CBG.gif" /> Stickers available on Giphy by searching #artsAlUla, or #righttoleftSaudi Pop is a project by Right to Left for Arts AlUla Studio team: Creative direction: Samar Maakaroun Designers: Chung Hin Ching, Yi-Zhi HuangAnimation:Chung Hin Ching (Jacob) Management: Arts AlulaSumantro C GhoseRoyal Commission of AlUlaRajeev GopinadhRoyal Commission of AlUlaSophia CozziThe Aimes Photography: Mass HouseCommunications: Flint Culture https://samarmaakaroun.co.uk/Horizons-Ventures Mon, 14 Aug 2023 16:24:41 +0000 Samar Maakaroun https://samarmaakaroun.co.uk/Horizons-Ventures HORIZONS VENTURES Brand identity leveraging science and technology to service humanity. In 2023, Right to Left worked with Somewhere More Near to create a brand identity and website for Horizons Ventures, an investment company that leverages science and technology to service humanity. <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/9fa36eca63bbaed72c56f9f768e003d281e584919947f770e1cdf424eba82b6b/Right-to-Left-for-Horizon-Ventures02.png" data-mid="189639510" border="0" src="https://freight.cargo.site/w/1000/i/9fa36eca63bbaed72c56f9f768e003d281e584919947f770e1cdf424eba82b6b/Right-to-Left-for-Horizon-Ventures02.png" /> <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/3e984a8a4d1f23530a4c3f5568bd5410530e60f5e0bf438d3be45f45fb70c941/Right-to-Left-for-Horizon-Ventures03.png" data-mid="189639512" border="0" src="https://freight.cargo.site/w/1000/i/3e984a8a4d1f23530a4c3f5568bd5410530e60f5e0bf438d3be45f45fb70c941/Right-to-Left-for-Horizon-Ventures03.png" /> <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/7bf87b8618fd1865c56f90027243968e4d6058eeff4b5bacc70227adeacdcaa1/Right-to-Left-for-Horizon-Ventures05.png" data-mid="189639514" border="0" src="https://freight.cargo.site/w/1000/i/7bf87b8618fd1865c56f90027243968e4d6058eeff4b5bacc70227adeacdcaa1/Right-to-Left-for-Horizon-Ventures05.png" /> <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/e2bf665214633e8a257f59c7b2859af03ef4dd1ff37ebbda02d4cdc3ec958c11/Right-to-Left-for-Horizon-Ventures04.png" data-mid="189639513" border="0" src="https://freight.cargo.site/w/1000/i/e2bf665214633e8a257f59c7b2859af03ef4dd1ff37ebbda02d4cdc3ec958c11/Right-to-Left-for-Horizon-Ventures04.png" /> <img width="4096" height="2305" width_o="4096" height_o="2305" data-src="https://freight.cargo.site/t/original/i/a0316d113f50fc16dace895264c9c4c0a0fea22edb63709762270545d7bc1937/Right-to-Left-for-Horizon-Ventures06.jpg" data-mid="189639515" border="0" src="https://freight.cargo.site/w/1000/i/a0316d113f50fc16dace895264c9c4c0a0fea22edb63709762270545d7bc1937/Right-to-Left-for-Horizon-Ventures06.jpg" /> The bespoke wordmark we designed combined the circle, a representation of nature and humanity with a square, representing technology, logic and science, resulting in ownable letterforms where the R, for example, shows a rectangular counter with a circular exterior. The concept carried through the website’s visual language, where circles and squares intersected, merged, and changed form, symbolising the nature of Horizon Ventures, a company that invests in entrepreneurs working to achieve human aspirations through the use of hard science. <img width="4096" height="2304" width_o="4096" height_o="2304" data-src="https://freight.cargo.site/t/original/i/188999664b6cafbb0ea7c8efdbb4accc0d8295667d22c7be04ccca583563ee1b/Right-to-Left-for-Horizon-Ventures07.png" data-mid="189639516" border="0" src="https://freight.cargo.site/w/1000/i/188999664b6cafbb0ea7c8efdbb4accc0d8295667d22c7be04ccca583563ee1b/Right-to-Left-for-Horizon-Ventures07.png" /> <img width="3000" height="3000" width_o="3000" height_o="3000" data-src="https://freight.cargo.site/t/original/i/8d028e9146f8a4326ed65b238301975f80a7b6fbb6b9c5247500282e311eb554/Right-to-Left-for-Horizon-Ventures-01.jpg" data-mid="189639509" border="0" src="https://freight.cargo.site/w/1000/i/8d028e9146f8a4326ed65b238301975f80a7b6fbb6b9c5247500282e311eb554/Right-to-Left-for-Horizon-Ventures-01.jpg" /> Horizon Ventures is a project by Right to Left and SMN Brand identity package Creative direction: Samar Maakaroun Design team: Chung Hin Ching, Yi-Zhi Huang, Fantine Debreuil Strategy &amp; project management&nbsp; Something More Near Simon Myers, Helen Scibilia Web development Midnight Agency Story and words Toby Ingram, Scarlett