The brief was to create an Identity for sustainable strategies to be implemented by the UAE government. The requirement was that each company should come up with 8 new ideas, from which they create 4 new ideas from which they will implement 2 ideas every quarter. The brand had to be locally and internationally recognizable.

The identity that I came up with was mainly abstracted from the 2, 4, 8 concept, overlapping the numbers allowed for positive and negative interaction. Thus allowing for a dynamic shape that can be seen indirectly.

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