The project was entirely art directed in-house. Some of the visual collateral such as the animation was also done in-house, but other collateral was created with the help of an external creative studio who designed the booklets and infographics for us. The art direction took direct inspiration from the visual elements that characterise the Ramadan season, such as lights, lantern decorations and sunset colour schemes (with the sunset being a very symbolic feature of the Ramadan celebrations). When putting together the art direction, we made a conscious effort not to use certain design elements that would lead to a clichéd look and feel, but that would still maintain a clear regional influence.