Visual Identity & Branding
Wameed Reading Initiative
Reading Awareness Campaign — Visual Identity & Branding
Overview
Wameed is a cultural reading initiative designed to reignite a love of books and literacy across Arabic-speaking communities. The brand needed to feel warm, intellectual, and aspirational — a beacon for curious minds.
The Challenge
The problem worth solving.
Reading culture in the Arab world faces competition from digital distraction. The challenge was to create a brand identity that felt both rooted in cultural heritage and relevant to a modern, young audience — one that would inspire participation, not just awareness.
Strategic Direction
The thinking behind the work.
We anchored the brand in the metaphor of a flame — "Wameed" meaning a glowing ember — to communicate the idea that reading ignites the mind. The creative direction balanced warm earthy tones with clean editorial typography, creating a visual language that felt literary, premium, and deeply human.
Visual Identity
The visual language.
The identity draws on warm terracotta and deep amber tones, evoking the warmth of candlelight and the texture of aged paper. Typography is set in a refined serif for headlines, paired with a clean sans-serif for body copy.
Typography
Playfair Display for headlines — Source Sans 3 for body copy
Brand Elements
- Flame motif mark
- Arabic calligraphy accent
- Editorial grid system
- Textured paper backgrounds
Colour Palette
Ember
#7a4a2e
Parchment
#f5ede0
Ink
#1a1008
Amber
#c47a2b
Applications & Mockups
Where the brand lives.
Campaign posters and print collateral
Social media visual system
Event branding and signage
Digital campaign assets
Merchandise and tote bags
Final Outcome
Reading Awareness Campaign
The Wameed identity communicates that reading is not a duty — it is a pleasure, a culture, a flame worth passing on. The brand positions the initiative as a cultural movement, not just a campaign, giving it longevity and emotional resonance.