Sharjah Calligraphy Museum Campaign

Category: OOH Campaign / Art Direction
Client: Sharjah Museum Authority
Agency: Abjad Design LLC

This concept is based on the system used in Arabic calligraphy to create well-proportioned letterforms. In beginner calligraphy classes, the instructor usually introduces students to the dots and lines system which can be seen in scripts like, Al Naskh. This system uses dots the size of the pen stroke used by the calligrapher to create correctly proportioned arabic letters. We used this concept to create a graphical approach that is modern and minimal. The brand language used allows the calligraphy displayed in the museum to shine, as it does not overpower it. The overall approach is strong and contemporary.