Msaaq 

The Msaaq rebranding project focused on creating a comprehensive visual identity system for a platform designed to help individuals and businesses transform ideas into digital content and learning products. The project addressed the challenge of serving two distinct audiences: young creators seeking creative freedom and businesses requiring scalable, practical solutions. The core logo system was constructed from abstract geometric blocks that cleverly balance Arabic letterforms with modular design principles. While traditional Arabic script emphasizes connection between letters, the Msaaq identity deliberately embraces disconnection as a visual language, creating a legible and transformable logotype that reflects the platform's philosophy of being modular and always in motion.

The brand architecture extends beyond the logo through a systematic approach that uses the same geometric building blocks as foundational elements for creating icons, illustrations, layouts, and sub-brand marks. This modular system adapts to different needs—playful and colorful for creators, clean and minimal for businesses—while maintaining visual cohesion. The project included developing a scalable subbrand system where each new service is created using the original logo blocks, supported by a dedicated color system that separates services while preserving overall harmony. Two distinct photography directions were established: a vibrant, colorful style for the creators' audience and a sharp black-and-white approach for business and government use, both connecting with the modern, evolving Saudi identity through motion elements and system patterns that maintain constant energy across all platforms.