The Founder reached out to me with a clear vision - to differentiate SOUK from other digital storytelling agencies. Since the brand has a cultural background from Morocco & North Africa, we decided to proceed with the Art Direction in a vibrant, culturally-aware & playful style. I have chosen a premium typeface from Tropical Type Foundry, and made a hand drawn illustration of oranges that subtracts within the ‘‘O’’ letter - which represents the cultural part of Moroccan orange production. My vision was to give the brand a touch of street while still holding confidence. I’ve done multiple brand illustrations for different campaign purposes, as well as a vibrant colour palette and layout design that gives the brand a different, more human approach - setting the brand thus in a different positioning among competitors. SOUK in Arabic means a Marketplace, which perfectly resonates with the colourful vibes that this brand was designed.