TA3LEEM.

I worked on Ta3leem as a Senior Graphic Designer and Art Director, focusing mainly on giving the brand a much-needed visual refresh and figuring out how the new identity could speak to a younger audience.

The goal was to move away from anything that felt too traditional or predictable and build a visual language that felt more fresh, energetic, and relevant—while still keeping the heart of Ta3leem intact.

The project took around three months to complete, and honestly, it was one of the most memorable projects of my career so far. It was a long and exciting process filled with ideas, experiments, countless iterations, and plenty of back-and-forth. There were a lot of moving pieces to figure out, from refreshing the existing visual language to exploring how the new identity could work across different touchpoints and connect with a younger audience.

The project took around three months to complete, and honestly, it was one of the most memorable projects of my career so far. It was a long and exciting process filled with ideas, experiments, countless iterations, and plenty of back-and-forth. There were a lot of moving pieces to figure out, from refreshing the existing visual language to exploring how the new identity could work across different touchpoints and connect with a younger audience.

We then took a step back and reworked the design system to make it feel more fun, energetic, and dynamic. The idea was to move away from a rigid and overly academic look and create a system that felt more alive and engaging. From the way we used colors and graphic elements to how everything came together across different touchpoints, every detail was designed to make Ta3leem feel more exciting and relatable to a younger audience.

We also took our time to rethink how we showcase Ta3leem's partners—the educators behind the platform. We wanted to present them in a way that felt uniquely Ta3leem, rather than treating them like simple profile photos. The idea was to give educators a stronger presence within the visual identity, making them feel like an important part of the brand while keeping the overall look fun, energetic, and consistent with the new direction.

To tie everything together, we created a 60+ page brand guidelines document covering both the brand strategy and the visual identity. The goal was to make the creative process clearer and less confusing for everyone working on the brand. With a team as big as Ta3leem's, having a clear and well-documented system makes a huge difference—it gives everyone the tools and direction they need to create consistently while still leaving room for creativity.

I also helped create multiple social media campaigns, from developing the visual direction to designing the individual posts and exploring typography that felt true to the brand. Each campaign was an opportunity to bring the identity to life in a more dynamic way, making sure the brand stayed consistent while still feeling fresh and engaging across different types of content.