Arabiste

For this school project, I was asked to create a full branding concept from scratch. Instead of following a traditional path like many of my classmates, I wanted to develop something truly original—something that didn’t already exist. That’s when I came up with the idea of designing a brand for a completely new type of decoration: a fusion between traditional Middle Eastern artistry and the vibrant neon aesthetics of the 21st century. My goal was to blend the timeless, intricate patterns often carved into stone with the luminous, futuristic qualities of neon light.

To begin, I conducted thorough research to better understand both worlds I was trying to merge. I looked into various businesses that specialize in art, home décor, and design objects to analyze how they presented their brands. I also studied traditional Middle Eastern motifs, paying special attention to their geometric balance, symmetry, and the cultural meanings embedded within the patterns. This research helped me form a clear visual direction for my brand—something that respected the heritage of Middle Eastern design while presenting it in a bold, contemporary context.

Choosing the right typography was another essential step. I wanted a typeface that reflected the strength and precision of Middle Eastern art but remained elegant and modern. After experimenting with several options, I selected Athelas for the logo and titles because of its refined, structured form. To complement it, I chose Avenir as a secondary font. Its smooth and minimalistic design created a sense of calm contrast, balancing the boldness of Athelas.

When it came to the color palette, I decided to keep things minimal. I used only black and white, with the possibility of adding red if needed—though ultimately, I chose not to. The simplicity of black and white allowed the neon lights and colorful reflections of the pieces to stand out dramatically. Since neon thrives in contrast against darkness, this palette reinforced the high visual impact I wanted the brand to convey.

In terms of production, all the videos and animations of the designed pieces were created and rendered in Blender, allowing me to bring the neon-infused artworks to life with realistic lighting and movement. For the logo design and other graphic elements, I used Adobe Illustrator, InDesign, and Photoshop, ensuring a professional and cohesive visual identity across all brand materials. and here are more examples.