Case Study

Mayadeen

Branding experience for an event innovation company.

Issue

Previously known as Squares, Mayadeen the Arabic name of the brand was appropriated to brand both the Arabic and English brand names.
As part of this Arabic forward move, the brand wanted to expand in concert and music creation while retaining its strong foothold in mass cultural event creation and production.

Insight

We knew the bold move needed an even bolder graphic implementation, our design studio worked closely with the young team at Mayadeen to express the corporate value in a design language equally vibrant to brand aspiration.
Graphical studies of underground music labels mixed with custom lettering and modular design to carry the brand into a space balanced between creativity and structure.

Solution

A modular branding that creates spaces, unfolds to contain the event visualization, and mutes itself for a corporate feel when needed.
This exact translation of what an event creation company does was centered around flexibility and possibilities that keeps on evolving as the brand does, constructing new dimensions and vibrant combinations.

The branding visualizes the spaces that an event creates combined with the rush of emotions produced by being at the heart of the moment.

A custom-constructed type font draws the logo spatially, denoting the “Maydan” the physical location that hosts an event. The dynamism of the triangulation moves the logo to the edge needed to produce youth-oriented music concerts, giving the brand image a music label edge.

The violet color is a nod to the old branding, while a black and white contrast primary colors to create an electrifying feel across the branding, permitting it to roar like a concert and tone down into cultural events when needed.