I was approached to develop a new logo and brand for an inaugural event targeting the Islamic market, one with a diversity of cultures, languages, histories and developmental stages. I was also charged with designing the print deliverables, in addition to a design language that could be easily understood and applied by other teams working on non-print media such as web and video. Additionally, there was a diverse set of stakeholders, from multiple countries and multiple organizations (corporate, governmental and non-governmental).
The logo is inspired by a gateway or archway, with both English and Arabic versions. I chose to use the gateway because of its more concrete meaning as an entry or access point, but also its symbolic meaning as a gateway into the future. In addition, it also serves as a mark of exclusivity, inviting the target audience in while keeping everyone else out. Gateways are a frequent feature of Islamic architecture throughout the world, therefore it served as a unifying visual for this diverse audience.
To ensure a unified brand experience for attendees, I created brand guidelines and on-brand elements to make it easy for the other creatives to maintain the brand look across different media.
Publication designs such as the concept note, event programs and the flagship report for the event were all designed by me and my team. We also designed marketing collateral such as the banner ads, infographics, as well as a presentation template.
P.S. This project was meaningful to me on several points: as a designer, it represented an interesting creative challenge; as a Muslim business owner with an interest in the global Islamic markets, I wanted to contribute toward the success of GIIG.