The client wanted to rebrand their already established presence as a charity within the Muslim community, with a global footprint of brand touch points. They wanted to revamp their brand identity and digital presence in a way that clearly communicated their primary purpose - empowering mothers. I had to create a logo design that felt like a natural progression from their existing brand to avoid too much disruption to their existing brand influence.
Within minutes of meeting the client for dinner, I became fixated on the idea of using the Arabic letter 'Fa' as a symbol of a mother cradling her child. I spent about 2 months looking at every single variation of the letter 'Fa' during my Arbaeen pilgrimage. Returning back to my desk, I began the process of designing the concept to present to the client. However, the client decided they did not want to proceed with a rebrand.