ARABIC OFFICE WELCOME WALL by Landor Dubai for LANDOR ASSOCIATES

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ARABIC OFFICE WELCOME WALL

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United Arab Emirates
Agency Landor Dubai
Creative Director Carmen Homsy
Released April 2010

Credits & Description

Category: Self Promotion
Advertiser: LANDOR ASSOCIATES – DUBAI
Product/Service: INTERNATIONAL BRANDING CONSULTANCY
Agency: LANDOR ASSOCIATES
Date of First Appearance: Apr 10 2010
Entrant Company: LANDOR ASSOCIATES, Dubai, UNITED ARAB EMIRATES
Design Director: Benjamin Fujita-Summers (Landor Associates Dubai)
Creative Director: Carmen Homsy (Landor Associates Dubai)
Calligrapher: Wissam Shawkat (Consultant)
Media placement: ARABIC WELCOME WALL - OFFICE RECEPTION LOBBY WALL - 10.04.2010

Describe the brief from the client
This was a self-generated brief, to engage and make an impression on our regional clients and demonstrate our passion for Arabic culture and calligraphy. We also wanted to find a way to express our expertise in branding environments.

Describe the challenges and key objectives
Our main challenge was to create an installation that was both visually artistic and culturally relevant.

We had to remain sensitive to the craft and cultural roots of Arabic calligraphy that are extremely important in design throughout the Gulf and Middle East region.

Our aim was to convince our clients and visitors that we are truly passionate about this precious art form.

Describe how you arrived at the final design
Inspired by our company motto, we created a visually poetic collage of the words 'creativity' and 'imagination'.

To make the 'welcome wall' more visually experiential, we built up the design into a relief of six levels, incorporating a selection of typographic fonts and calligraphic scripts in difference sizes, weights, colours and surfaces.

Give some indication of how successful the outcome was in the market
The reception area has been totally transformed. The Arabic 'welcome wall’, which directly faces the reception lobby entrance, is a remarkable visual treat for all visitors. It has proven to be an excellent conversation starter, especially regarding the nuances of Arabic calligraphic and typographic design.