When it comes to fostering community spirit and driving social investment, Abu Dhabi leads theway. As an ArtDirector at Ma’an since 2020, I've had the incredible opportunity to contribute totheir vision of uniting the community through creativity and purpose. Initially focused ondesigning and animating content, my role evolved to encompass the entire visual direction andcampaign strategy, including overseeing social media presence and developing creative directionfor numerous campaigns.
The Challenge:
The Authority of Social Contribution-Ma’an tasked us with creating a compelling marketingcampaign to raisefunds for social investments in Abu Dhabi. The goal was to devise an Arabic-first name and logo lockup that resonates deeply with the community and embodies the spirit ofgiving inherent in Arabic culture. Beyond the Social Investment Fund, we undertook variousother initiatives such as Women's Day celebrations and financial literacy campaigns, broadeningour impact and reach.
Our Approach:
Our inspiration stemmed from the rich Arabic culture, where the value of giving is deeplyingrained in the identity of the people. In Abu Dhabi, the community's collective spirit andgenerosity serve as the driving forces behind social contributions. To capture this essence, weconducted extensive research and surveys among Abu Dhabi residents, ensuring our campaignname, “For Our Community,” resonated perfectly with our target audience.
Visual Identity:
We crafted a visual identity using the pointillism style, which symbolizes the interconnectednessand unity of the community. The key visuals represent the core themes ofthe Social InvestmentFund, visually narrating the story of community solidarity and shared responsibility.Additionally, for each campaign, we developed unique visuals that aligned with the specificthemes, whether celebrating women’s achievements or promoting financial education.
Content Development:
I played a pivotal role in scripting content in the Emirati dialect to ensure authenticity andrelatability. This approach helped to resonate with the local audience, fostering a deeperconnection and engagement with the campaigns.
Outcome:
This ongoing campaign continues to strengthen the sense of community in Abu Dhabi,encouraging changemakers to actively contribute to the betterment of the city and its people. Ourefforts not only raised awareness but also created a lasting impact on social investments,reinforcing Abu Dhabi's reputation for generosity and collective spirit. The diverse range ofcampaigns we've launched has further solidified Ma’an’s role as a pivotal force in driving socialchange and community engagement.
