The Pro­ject/cre­ative Ra­tio­nale:

ArabAd - - COVER STORY -

Saifi Ur­ban Gar­dens is an oa­sis in the cen­ter of Beirut. It gath­ers four dif­fer­ent en­ti­ties: a school, In­sti­tute of Ara­bic Lan­guage; a hos­tel, ‘The Hos­tel’, a café-resto ‘Em Nazih’ and a pub-resto, ‘Coop d’etat’. This hid­den place is dis­parate and yet ex­tremely har­mo­nious in its con­struc­tion that meets old Beirut with our ac­tual daily life, and its visi­tors com­ing from all around the world. This is why I wanted to work on this pro­ject, and to show another side of Beirut, make the place known na­tion­ally and in­ter­na­tion­ally. The cor­po­rate cam­paign is based on vi­ral videos com­prised of re­views and ex­pe­ri­ences taken by the cus­tomers and posted on so­cial media. And for each en­tity, a spe­cific cam­paign was de­signed. I also cre­ated a graph­i­cal iden­tity for the four en­ti­ties, along with all the sta­tion­ary.

The Hos­tel

The Hos­tel

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