Marriya
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Marriya needed to establish a clear and differentiated identity within a growing local market, while staying authentic to Emirati heritage. The challenge was to create a brand that felt culturally rooted without appearing traditional or outdated, and instead position it as modern, relevant, and timeless.
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I led the brand strategy and creative direction, defining a positioning centered on the balance between heritage and modern design. This involved clarifying the brand’s core values, audience, and narrative to ensure cultural authenticity translated clearly across all touchpoints.
I then developed a cohesive visual and verbal identity, including logo system, typography, color palette, and brand voice. The focus was on creating a refined, minimal system that reflects elegance and simplicity while allowing the brand’s cultural influence to come through in a subtle and contemporary way.
The identity was designed to scale across product, packaging, and brand collateral, ensuring consistency while maintaining flexibility for seasonal collections and evolving design directions.
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The outcome was a clear and cohesive brand identity that expresses Marriya’s cultural foundation in a modern, elevated way. The system provides a strong base for consistent communication, helping position the brand as both authentic and forward-looking within the local design space.
