JA-mecca - Prospect of Youth

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The purpose of this series and exhibition was to create a visual representation / interpretation of the Caribbean island, Jamaica, as a “mecca” - hence the brand, "JA-mecca". Mecca is defined as being a place that attracts people or where people aspire to visit; Mecca also represents the Muslim holy city in Saudi Arabia. In examining the major aspects of the two definitions and contexts for Mecca, there are three aspects that will be essential focal points - consciousness, enlightenment & aspiration. The theme used for this exhibition was "Prospect of Youth" which focused on children or a child’s perspective which I believe is the most natural and genuine source for each focal point.

Title: "JAmecca Series - Coat of Arms"
Photography: Randall Richards

Both the Eastern and Western contexts of Mecca have been used to influence the aesthetics as well as the concept of the brand. This influence was used as a source of inspiration for the final mark. The general design that was initially referenced is that of the Islamic temples in Saudi Arabia. The shape that was repeated particularly in the doorways of these temples is what formed the structure or basic outline for the mark. Also in trying to identify an element(s) that could be used to tie in the Jamaican perspective, attention was given to the organic shapes that are common in both the Islamic motifs as well as our own natural landscape. This inspired the organic shapes used to form the text “JA mecca” which details the mark.

The colour palette chosen was selected based on the best embodiment of the brand within the context of Jamaica. The aim was to reflect both the land and people - so warm, earth-tone colours were focused on.