Redesigning the sign using Arabic calligraphy, tightly linked to Islamic and Arabic culture, had a very positive impact in Qatar, where people are deeply attached to moral values and religion. Seeing the sign ‘written’ in their own language had a strong effect on people, touching their subconscious and reminding them that respect is a cultural and moral/religious duty.
Dubailynx / 2017
Silver Print & Outdoor Craft / CALLIGRAPHY
Advertising Agency: Memac Ogilvy Qatar
Youssef Gadallah / Creative Director Wissam Feghaly / Senior Art Director