Ma'an - The Authority of Social Contribution
Project type
Marketing Campaign
Role
Art Director (since 2020) — grew from designing/animating content to full visual direction, campaign strategy and social media.
Client
The Authority of Social Contribution - Ma'an
Overview
Abu Dhabi leads in fostering community spirit and social investment. As Art Director at Ma'an since 2020, Arwa contributed to uniting the community through creativity and purpose.
Challenge: create a campaign to raise funds for social investments and devise an Arabic-first name and logo lockup embodying the spirit of giving. Approach: inspired by Arabic culture's value of giving; research and surveys led to the name 'For Our Community.' Visual identity: pointillism style symbolizing interconnectedness. Content scripted in Emirati dialect for authenticity. Outcome: strengthened community in Abu Dhabi and lasting impact on social investments.
