ADSUM is the Middle East's first homegrown art consulting firm with a focus on the region’s wealth of contemporary art. Working with upscale regional and international institutions as well as sophisticated individual art buyers, ADSUM specializes in helping clients purchase fine pieces of local contemporary art, exporting Middle-Eastern taste to the world.
Saida Al Harakany, a former strategist and consultant, launched ADSUM with a mission to guide and advise clients making their first art purchases. Being an all-time avid lover of art, Saida approached us looking for a unique identity for ADSUM. Our main challenge was to create a brand that serves Saida’s need to objectively showcase her wide variety of clients while reflecting her personal passion for art. 
By focusing on the meaning of the word Adsum; being present in the here & now, we came up with an abstraction of crystal shapes as the main brand symbol, since crystals have always been the quintessential tokens of the present moment.