We created an inspirational, empathetic brand and identity scheme for a competition sponsored by the World Bank, rolling out across the Middle East. The competition, which we named and branded "WE'Resilient Cities", called for female entrepreneurs across the region to pitch their business ideas to make cities more resilient to natural and man-made disasters. Successful entries received additional support to develop those ideas and turn them into viable, female-founded businesses.
We found inspiration for the logo and identity system in Arabic geometric and repeat patterns, typically found in tiles used in built environments in the Middle East. The pattern we created borrowed its curves and aligned with the ubiquitous Swiss font Helvetica Neue, which we used for its legibility and modern values.
The rollout for the project included billboards, pop-up banners, digital banners and a competition website.