CLIENT
Branding
YEAR
SERVICES
Almghweer Youth Program
Today’s youth face several challenges, from peer pressure and lack of confidence to substance abuse. Almghweer is a UAE-based youth program, with the aim of empowering young people to make positive changes in their lives, through workshops and training events.
Most non-profit youth programs employ an authoritative tone of communication, which has the opposite effect than intended: driving youth away. Through conducting in-depth research, we realized that the answer was to focus on individuals and their interests, and that offering young people tools is more effective than telling them what to do. We wanted to avoid stereotypes and create something innovative, genuine and fresh. Our ingenious solution helped the brand to connect with the youth of today genuinely.
CLIENT
Branding
YEAR
SERVICES
The brandmark uses a modern approach to the traditional Kufi calligraphy with the flexible use of the Arabic letter Meem (م). The idea was to pay homage to UAE’s traditions while reflecting the forward-thinking nature of the region.
We added a vibrant colour palette to express the dynamic view of today’s youth. By appealing to the youth in this way, the Almghaweer brand has not only gained authenticity but also inspired and empowered them in a way that feels genuine.
Silver at the Transform Awards MENA 2019
Dubai, 30 April 2019
Punch’s work with Al Mubarakah Foundation on the Almghweer brand development project, was awarded SILVER for Visual Identity and HIGHLY COMMENDED for Brand Strategy at last night’s sixth annual Transform Awards MENA. Punch’s excellence in rebranding and brand development was recognised in a room brimming with industry specialists.
