Case Study

Suheil

An Arabic word mark for creative leadership.

Issue

Suheil was recently born after nurturing multiple specialized companies in the creative industry from a brand agency, communication firm and all the way to production studios. The holding needed to create a strong foothold in the Arab market by focusing on its roots, giving it the strength to provide local insight. But creating Arabic-legacy logomark was out of question, since the origins of the script was in the 14th century, an epoch in history that was riddled with Orientalization of the region. Breaking free from archaic representation was key to the success of an equitable representation of the holding.

Insight

The business of creativity has always been about finding insights that overcome what challenges we face today as a society. And creative leadership is always about linking solutions to ideas that move us forward.

The team at Chemistry had to bring in experts in the field of lettering to redraw a pathway from execution to ideas, visualize market cureveballs and render Blue Ocean strategy into color and form that could inspire any company working under Suheil.

Solution

With the idea of agile Blue Ocean strategy at hand, we constricted Suheil's applications to maximize on the graphical logomark. Creating a synonymous effect between the actual logo and branding applications.

This graphical direction amplified the brand's voice into a duality of form and function, while dramatically simplifying all visual elements including color palette and typography to keep the focus where it matters the most, creative agility.

Suheil needed a fluid wordmark moving seamlessly into graphical language that would stand out from the traditional holding look and resonate better with the creative industry it serves.

Built around a strong wordmark and constricted color palette, the identity conveys Suheil's commitment to creative solutions in all of its process from idea generation to multiple forms of execution.

The brand features numerous curved forms that evoke leadership's highly adaptable role in facilitating creativity.

The dissected logomark can be integrated with content in multiple ways, foregrounding or backgrounding pictures showcasing the work of Suheil's companies while reinforcing the corporate identity as a whole.

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