Ma’azef is an Arabic web-based magazine, focused on music critic, analysis and journalism, covering modern and nostalgic Arabic music and extends to culture and heritage.

The magazine has a counter status quo vibe, pushing the boundaries and challenging the norms.

They also engage in research, translation, regional training, and archiving, with ongoing workshops and events.

I worked closely with the founder to shape the brand story, identity and tone of voice of the magazine. 

While using classical Arabic calligraphy styling, the letters in the logotype are broken and connected where they should not be, breaking the status quo.

The magazine is about the craft of the Arabic language to deliver genuine music critic from the region. The visual language draws from that principle, delivering an unusual yet impactful treatment, emphasising the words and paragraphs forged in the magazine.

• Brand story

• Naming

• Tone of voice

• Brand identity

• Digital experience

• Merchandise