Process
Work begins before anything is drawn. An organization becomes clear when it is asked the right questions, and the design that follows is an expression of what was found there.
Contents
Frame
We agree what the question is. Who decides, what the organization already knows about itself, what it has never put into words, and what a good outcome would change.
Immerse
We go and look. The history, the context, how the organization is understood today, the people who run it and the people who meet it. Designers are in the room from the first conversation, not briefed afterwards.
Synthesize
We reduce what we found to what matters. Discovery sessions and workshops are designed to reach a decision, not to collect opinions.
Direct
We give it form. A strategy, an identity and a system built for real use, at scale and over time, holding in Arabic and English at once.
5What stays constant
- Vision before audience
- What an organization should be is not a question for its audience. An identity represents what something actually is, decided by the people responsible for it. Audiences matter at the point where the work has to be understood, which is a different problem and a later one.
- Context decides the rest
- A system made here is made first for the people who live here and only afterwards for everyone else who will meet it. It has to hold in Arabic and English at once, in a place whose contemporary visual expression is still maturing.
- Belonging over looking good
- What we make is tested against whether it belongs, which is a harder question than whether it looks good.