The Project/creative Rationale:
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.