Interstate Associates were commissioned to create a strong international brand, establishing a distinct brand communications framework designed to function both in Arabic and English with equal success and emphasis. The journey began with the refinement of the original Amwaj Islands logo. It was essential that the redefinition of the Amwaj marque happened prior to any other design development as this was to set the standard for everything that would follow. ‘Waves’, the literal translation of ‘Amwaj’ in Arabic, provided the fundamental concept for the re-design of the brand marque.

Add to this the influence of Arabic calligraphy and we were given the opportunity to create the ultimate onomatopoeia. Available in single and dual languages, the national and international marque was complimented by the design and build of a bespoke Arabic typeface which would further differentiate the brand and bring distinction to logotype and wider marketing collateral.