Sharjah City Brand
Sharjah’s new city brand was developed to connect its cultural heritage with its growing arts and culture scene, positioning the Emirate as an inviting and forward-looking destination. Inspired by the 1970s slogan “Smile, You Are in Sharjah” and the city’s iconic arch, the identity creates a bridge between past and present.
Approach
The brand centers on a bold arch motif and a vibrant colour palette, supported by a visual system designed to work seamlessly across English and Arabic. The result is a distinctive, adaptable identity that communicates warmth, curiosity, and cultural richness.
Contribution
My role focused on developing branding routes alongside the team, collaborating closely with the creative director to explore and refine the visual identity. In addition, responsibility extended to the digital brand guidelines, designing and prototyping the website to ensure a cohesive online experience before handing it over to development.
Outcome
The project delivered a comprehensive set of guidelines, collateral, and a digital platform that ensures consistent application across print, digital, motion, and environmental touchpoints. The new brand successfully positions Sharjah as both rooted in heritage and forward-looking, providing a unified, engaging identity for residents and visitors alike.
Credits
Partner:
Samar Maakaroun
Project team: Rhian Edwards, Evan Larbi, Jonathan
Nielsen, Liz Huang, Jacob Chung, Claudia Chiavazza, Inari
Sirola, Claudia Colombo
Collaborators: Evan Larbi and
Arabic Type