/2024
Layali El Maydan called for a creative direction that was clear from the start. With no fixed template for a project like this, every visual decision had to come from a strong idea rather than from trends. The Khaliji client added another layer. Gulf audiences have high expectations for premium presentation, and they respond to identities that carry real cultural weight, so a generic “Arabian” look would have felt shallow. The harder challenge was presenting an Arabic identity with authenticity. Too often Arabic gets treated as an afterthought, with a Latin-first design and a translated version added later. That produces awkward typography, broken rhythm, and a brand that feels imported instead of owned.
We treated creative direction as the backbone of the project. Before any design work, we defined the mood, the story, and the visual language, so that every asset would follow one point of view. For the Khaliji client, we focused on elegance, restraint, and cultural fluency: refined color choices, generous space, and details that reference Gulf heritage without falling into cliché. The Arabic identity was designed Arabic-first. We chose the typography for its calligraphic quality, built the layouts around right-to-left reading, and made sure the name and the lettering looked natural and balanced. The Latin version was then designed to complement it, not to lead it.
Layali El Maydan ended up with an identity that feels rooted, premium, and confident. The creative direction gave the project consistency across every touchpoint, and the Arabic-first approach made the brand feel native to its audience instead of adapted for it. The Khaliji client received an identity that reflects their taste and cultural context, with a presence that is memorable and built to last.
