One identity for a diverse regional community.
A rebrand designed to represent the Middle East and North Africa within an international academic setting.
Challenge
The MENA Club needed an identity that brought its regional community together without favouring any single country. The challenge was to express a shared cultural connection while reflecting the club’s place within London Business School.
Approach
We drew on Arabic architectural forms to create an arc motif, paired with a shield that references the club’s academic setting. Together, these elements balance cultural familiarity with a contemporary, international expression.
We extended the identity into guidelines and supporting applications, giving the club a consistent framework for its communications, events and merchandise.
Outcome
The rebrand gave the MENA Club a cohesive identity built around shared belonging. The client expressed strong satisfaction with the work.
Scope: Visual identity, brand guidelines and supporting brand applications.
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