Thematic design for several debates were developed along with collateral for each of the debates.
Extensive research conducted by FITCH MENA revealed that Arab youth were most connected to designs
that were graphically simple, yet semantically layered. Analysis of the socio-political context also
revealed the need to toss traditional iconography and symbolism into the scrap heap.
No longer could flags or heads of state represent Arab countries - only the people could.
As a result, the poster design had to shift gears from the mind to the heart, taking seriously
the profound emotions and tensions alive in the room. The posters had to do more than merely
illustrate the terms of debate; they had to start the debate before the debate itself.
