ChallengeAthar Dubai, a cultural initiative, needed a cohesive brand identity that would reflect its deep-rooted appreciation for heritage while remaining contemporary and engaging. The existing communication lacked visual consistency, making it challenging to establish a strong and recognizable presence.AskThe objective was to develop a unified branding identity that captured Athar Dubai’s essence bridging the past and present while ensuring flexibility for future creative adaptations.ActionTo define the visual language, I led the creative direction for the brand identity, ensuring it balanced tradition with modernity. This included developing a comprehensive branding guideline logo, typography, color palette, and visual elements that could seamlessly extend across various platforms. I worked closely with the client to craft guidelines that maintained consistency while allowing room for evolution.ResultThe new brand identity positioned Athar Dubai as a culturally rich yet forward-thinking initiative. The guidelines provided a strong foundation for consistent branding across events, digital platforms, and collaborations, making it easier for the team to communicate Athar Dubai’s mission effectively.