Identity
analysis

Concept

VAJA, a subsidiary of the Senator for Social Affairs, asked us to help establish a new project focusing on youth work in Muslim and intercultural lifestyles.

Strategy

Two target groups, a politically charged topic paired with a modest budget. Inspired by a variety of traditional Muslim patterns and typefaces we developed a stark visual identity. This allowed us to reach the young Muslim immigrant target group decisively and assist responsible institutions in quickly classifying the initiative.