The main concept of the identity is that it is a hybrid of Islamic traditional ornamentation and contemporary design. As the client was attached to traditional values yet interested in contemporary design. Hence, the project was based on two basic shapes; the circle and square. These shapes were used to manifest the contrast found in the brief to combine traditional Islamic patterns with contemporary design. Each unit in the pattern was used once to give the identity a sophisticated manifestation. The silver color was used to emphasize the modern and sophisticated look.

We are three siblings who decided to design with an added value. Lama Ajeenah is a design educator, entrepreneur, and researcher. Tariq is an engineer who obtained his degree from one of the most prominent universities in the UK, Glasgow university. His experience encompasses working in the Gulf region and Turkey. Rama is an award-winning architect who is interested in urban and human-centered design. We established our business in fashion to spread the values that we have always believed in. We aim to create awareness of inner-self and surrounding to promote good behaviors on an individual and social level.

Lama Ajeenah is a Palestinian graphic designer who lives in Saudi Arabia. Lama has graduated from Dar Al-Hekma University in 2008 with a bachelor degree in graphic design. Then, she obtained her masters in London College of Communication, University of the Arts, London, UK. She is interested in typography, publication and bilingual design ( Arabic and Latin). She also has interests in branding, public service announcement campaigns. Lama has passion to spread awareness about ethical issues that deal with corporate culture, consumerism, war and international politics. Working in both commercial and non-commercial spheres, Ms. Ajeenah tries to find a link between advertising and ethical design that serve the client, people and preserve the environment. She has experience in both Saudi Arabia and UK. She has experience in both academic and non-academic fields. She has worked as an art director in 3-Points advertising agency and consultant graphic designer at Dar Al-Hekma University. She is currently working as a free-lance graphic designer besides her work as a lecturer at Dar Al- Hekma University.