SADA

SADA is a cultural foundation that commissions and archives contemporary music and spoken word from across the region.

The foundation had grown through partnerships, each with its own look. Audiences recognised the events, but not the institution behind them.

An echo is a sound that returns changed. We saw the foundation the same way: every commission is a new voice that returns to a shared archive. The identity needed to hold one constant form while letting each voice vary.

A modular mark built from a single arc that repeats and offsets, paired with a bilingual typographic system designed for Arabic and Latin scripts from day one.

We developed the strategy, naming architecture, logo system, typography, colour, motion principles and a library of programme templates for print and screen.

The arc becomes a grid: posters, programme covers, social motion and the archive interface all derive their compositions from the same offset geometry, so any piece is recognisable without a logo.

One coherent identity now spans the foundation, its programmes and its archive, and partner teams can produce on-brand material from the template library without bespoke design for every event.

Designing for two scripts at once forced better decisions. Constraints we expected to limit the work became the most distinctive part of it.