This work aimed to revolutionize the narrative of the Arabic language for today's youth through the use of design as a communication tool to create behavioral shift. The solution was a brand system, redefining Arabic's relevance and ensuring its vitality in the contemporary Arab identity. Through such innovative design approaches, Arabian Days successfully engaged the youth, proving the enduring power and potential of Arabic in shaping cultural identities in the modern world.

Only 60% of Arabic native speakers communicate with their children in Arabic (Source: Arabian Language Centre Research), and Arab youth struggles with defining their identity - only 5% consider language as the most important aspect of their identity; and majority of them consider Arabic language to be less important than it is for their parents (Source: Arab Youth Survey). The ALIF was created as a crucial cultural intervention. It addresses the urgent need to reconnect Arab youth with their linguistic roots in a world increasingly influenced by globalized culture and digital media. By reimagining Arabic in a way that resonates with young Arabs, The ALIF not only preserves the language's cultural significance but elevates it, ensuring its relevance for future generations.

Situation: please refer to the Cultural Context paragraph

Objectives:

The primary objective is to reignite the love for Arabic among Arab youth, not merely as a language but as a relevant, living cultural identity. The aim was transform Arabic's perception into something that speaks directly to the hearts of the young Arab population, making it cool and relevant once again. At the same time, creating a connection with non-Arabic speakers, as well as opening new horizons for all Arabic speakers.

Project scale: The Arabian Days was a multi-million dirham event, a 3 day festival organized by Arabic Language Center, an entity of the Abu Dhabi Department of Culture and Tourism of Abu Dhabi Government. The identity was applied on event venue design, installations, events collaterals and branding, and innovative giveaways such as augmented reality enabled t-shirts. The campaign was rolled out over an extensive network of OOH and digital touchpoints.

Target audience: Arabic youth (primary), Arabic and non-Arabic speakers

To address the disconnection of Arab youth from Arabic language, we not only designed an identity for an event, but an identity for the language itself. We transformed Arabic into a vibrant, living symbol of cultural identity and linguistic heritage. Driven by the need to not only preserve the linguistic essence of Arabic but also to infuse it with modern sensibilities and multisensory richness, we made it appealing and relevant to today's generation of Arab youth. By developing a dynamic design system we aimed to showcase Arabic in a way like never before and making the Arabic language cool again.

We inspired a renewed engagement with Arabic, encouraging its use, appreciation, and connection among young Arabs. At the same time, creating a connection with non-Arabic speakers, as well as opening new horizons for all Arabic speakers.

Central to the brand identity is the word ‘Arabi’ itself rendered in an original, modern, bold script. Which then transformed through a series of textures and sensory-driven motion design informed by the attributes of the language. The identity was delivered through the campaign, event branding, digital content and venue design featuring a hero installation THE ALIF - THE ARABIC LANGUAGE IMMERSIVE FEATURE where a gripping narrative and atmospheric music accompanied an enchanting motion design display infinitely reflecting its elements and within them the visitors, taking them on a journey through Arabic. Various materials were used to build original Arabic alphabet around the venue to further enhance the sensory connection with the language. Giant three-dimensional letterforms marked the entrance and stages. Augmented reality t-shirts made Arabic joyfully wearable These components worked in unison to present Arabic as a dynamic, engaging, and cool identity, thus altering its perception among the youth.

The results were extraordinary, reflecting a profound impact:

A reach of 34.4 million, with 82.3 million impressions.

Engaging content leading to 10.9 million interactions and 32.8 million views.

A remarkable 92% of Arab youth under 25 reported a renewed appreciation for Arabic's relevance today.

An 85% increase in interest among expat Arab attendees in Arabic language and culture.