https://shahina-ahmed.com Shahina Ahmed Sun, 22 Jun 2025 17:51:43 +0000 https://shahina-ahmed.com en https://shahina-ahmed.com/Info-landing-copy Sun, 22 Jun 2025 17:51:43 +0000 Shahina Ahmed https://shahina-ahmed.com/Info-landing-copy Born in Chennai, based in London, Shahina is a multidisciplinary designer &amp; art director passionate about creating brands and communications with a playful sense of purpose. https://shahina-ahmed.com/Love-Paati Sat, 08 Mar 2025 11:14:16 +0000 Shahina Ahmed https://shahina-ahmed.com/Love-Paati <img width="4052" height="2280" width_o="4052" height_o="2280" data-src="https://freight.cargo.site/t/original/i/46f580cc929dcf890d83506852092a3f1921897f0dcba92af583148ba0803c07/LP_Detail.jpg" data-mid="233668194" border="0" src="https://freight.cargo.site/w/1000/i/46f580cc929dcf890d83506852092a3f1921897f0dcba92af583148ba0803c07/LP_Detail.jpg" /> LOVE, PAATI ACTUAL FRIENDS EDITORIAL DESIGN ART DIRECTION Love, Paati (which means Love, Grandma in Tamil) is a deeply personal book by Nethra Gomatheswaran. It gathers over 140 healing practices passed down through generations, rooted in everyday ingredients like turmeric, neem, and coconut oil. Nethra traces her journey from childhood visits to her great-grandmother’s home in Tamil Nadu to the dissonance of seeing those same rituals rebranded as luxury wellness trends abroad. Love, Paati is her way of holding on to what matters, and honouring where it came from.&nbsp; FEATURED IN ︎︎︎ Forbes ︎︎︎ No Kill Magazine︎︎︎ Family Style︎︎︎ Fonts In Use︎︎︎ Dishoom <img width="2180" height="1453" width_o="2180" height_o="1453" data-src="https://freight.cargo.site/t/original/i/d3f6f5710ea814d12841169f11ccdaf9392c8dac3d4387a5b3f766d763fee0d2/LP_BookSetup.jpg" data-mid="233682602" border="0" src="https://freight.cargo.site/w/1000/i/d3f6f5710ea814d12841169f11ccdaf9392c8dac3d4387a5b3f766d763fee0d2/LP_BookSetup.jpg" /> <img width="3840" height="2560" width_o="3840" height_o="2560" data-src="https://freight.cargo.site/t/original/i/7f2a72e777c33727ba55cea4136605f1d68d59768cc4686e40a4d33215acb501/LP_Bookspreads.jpg" data-mid="227880862" border="0" src="https://freight.cargo.site/w/1000/i/7f2a72e777c33727ba55cea4136605f1d68d59768cc4686e40a4d33215acb501/LP_Bookspreads.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/4e6b0b04a831a80d15afc6dbbd990071d349f9f41cb606303fa955b0325d4dec/LP_Closeup.jpg" data-mid="227880870" border="0" src="https://freight.cargo.site/w/1000/i/4e6b0b04a831a80d15afc6dbbd990071d349f9f41cb606303fa955b0325d4dec/LP_Closeup.jpg" /> <img width="2942" height="3677" width_o="2942" height_o="3677" data-src="https://freight.cargo.site/t/original/i/9016ccdce4ccbc802ea8ac967450e087d1ffbea79dcb58572e8fe7f960debe57/IMG_0324.jpg" data-mid="227880803" border="0" src="https://freight.cargo.site/w/1000/i/9016ccdce4ccbc802ea8ac967450e087d1ffbea79dcb58572e8fe7f960debe57/IMG_0324.jpg" /> RITUAL &amp; RELEVANCE Love, Paati holds space for both heritage and modernity, honouring South Indian rituals in a clear, contemporary way, set within a calm, spacious layout that lets each ritual breathe. We chose Grand Slang as the display typeface for its expressive curves and quiet nod to the rounded rhythm of Tamil script — striking a balance between familiarity and freshness. The clothbound cover adds a final layer of warmth and care, making the book feel like something to return to — and eventually, pass on. <img width="3240" height="1823" width_o="3240" height_o="1823" data-src="https://freight.cargo.site/t/original/i/ffca566ba668748dc9cb5e5cd3efa3a781707330ee1ea82fa0bc12afd5d985c8/LP_Kerala.jpg" data-mid="233683415" border="0" src="https://freight.cargo.site/w/1000/i/ffca566ba668748dc9cb5e5cd3efa3a781707330ee1ea82fa0bc12afd5d985c8/LP_Kerala.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/29582d5dbe4f21532b1cc2db1cc858bcaed0cf5a31bebd1adb5f7f2d94b37bfe/LP_Hair01.jpg" data-mid="233683413" border="0" src="https://freight.cargo.site/w/1000/i/29582d5dbe4f21532b1cc2db1cc858bcaed0cf5a31bebd1adb5f7f2d94b37bfe/LP_Hair01.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/925d1293f622c23545d6dd27599321b9b2b70510e96ef80d9b5b3ddafcbcb8e0/LP_Hair02.jpg" data-mid="233683414" border="0" src="https://freight.cargo.site/w/1000/i/925d1293f622c23545d6dd27599321b9b2b70510e96ef80d9b5b3ddafcbcb8e0/LP_Hair02.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/65db7f747220e70559812e8435ed0fdeea3b9bf6d789bebba0988c32d6063773/LP_Rain.jpg" data-mid="233683419" border="0" src="https://freight.cargo.site/w/1000/i/65db7f747220e70559812e8435ed0fdeea3b9bf6d789bebba0988c32d6063773/LP_Rain.jpg" /> <img width="3240" height="1823" width_o="3240" height_o="1823" data-src="https://freight.cargo.site/t/original/i/2ad683510e01eca871d645e39118b13398625decdfb8423c22eea7b2c50b5084/LP_Chet.jpg" data-mid="233683489" border="0" src="https://freight.cargo.site/w/1000/i/2ad683510e01eca871d645e39118b13398625decdfb8423c22eea7b2c50b5084/LP_Chet.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/878d070fa544405abce9746b81dbc9c054eb53fb30f62edbf659fc8ed11d0396/LP_Sugar.jpg" data-mid="233683421" border="0" src="https://freight.cargo.site/w/1000/i/878d070fa544405abce9746b81dbc9c054eb53fb30f62edbf659fc8ed11d0396/LP_Sugar.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/a616ceefb39a0b42bd589c5ead2db33eded8403652a00e2a236d09509713f7d1/LP_Sambrani.jpg" data-mid="233683420" border="0" src="https://freight.cargo.site/w/1000/i/a616ceefb39a0b42bd589c5ead2db33eded8403652a00e2a236d09509713f7d1/LP_Sambrani.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/c85566c19d539caa816f1125aa12154e97d34f047c27f381578282bc5ad750d4/LP_Oil.jpg" data-mid="233683418" border="0" src="https://freight.cargo.site/w/1000/i/c85566c19d539caa816f1125aa12154e97d34f047c27f381578282bc5ad750d4/LP_Oil.jpg" /> SETTING THE SCENE We led the art direction for Love, Paati, working closely with photographer Vasanth Kumar across locations in Tamil Nadu and Kerala, from Chettinad homes to the quiet backwaters, in spaces that gave the book a tangible sense of place. At the heart of it all was Paati herself, whose presence brought warmth and soul to every frame. The imagery leans into softness and imperfection, with grainy textures, gentle shadows, and compositions that feel lived-in rather than staged. <img width="2250" height="2813" width_o="2250" height_o="2813" data-src="https://freight.cargo.site/t/original/i/22c7bd3dd598498a65e65a2ed30d626c54df78b630b38f639816524f5eec1c33/LP_EyeExercise_Animation_eyesround.gif" data-mid="233668035" border="0" src="https://freight.cargo.site/w/1000/i/22c7bd3dd598498a65e65a2ed30d626c54df78b630b38f639816524f5eec1c33/LP_EyeExercise_Animation_eyesround.gif" /> <img width="2250" height="2813" width_o="2250" height_o="2813" data-src="https://freight.cargo.site/t/original/i/5244ee264ec588f7eb790221f8bbe6b6591ae3abbc8299cae900828b4599a181/LP_EyeExercise_Animation_eyesopen.gif" data-mid="233667993" border="0" src="https://freight.cargo.site/w/1000/i/5244ee264ec588f7eb790221f8bbe6b6591ae3abbc8299cae900828b4599a181/LP_EyeExercise_Animation_eyesopen.gif" /> <img width="2250" height="2813" width_o="2250" height_o="2813" data-src="https://freight.cargo.site/t/original/i/a2b62ac8f02a6c7ec868374cce4541fd5102c501d6996f6d1dc610799c645a0a/LP_EyeExercise_Animation_eyesside.gif" data-mid="233667995" border="0" src="https://freight.cargo.site/w/1000/i/a2b62ac8f02a6c7ec868374cce4541fd5102c501d6996f6d1dc610799c645a0a/LP_EyeExercise_Animation_eyesside.gif" /> <img width="1280" height="1706" width_o="1280" height_o="1706" data-src="https://freight.cargo.site/t/original/i/c91cf554216c661a09a96f1dca8d1861347646fd8d5e6e9d7ce5edfead8b372e/1732787203615.jpeg" data-mid="227915367" border="0" src="https://freight.cargo.site/w/1000/i/c91cf554216c661a09a96f1dca8d1861347646fd8d5e6e9d7ce5edfead8b372e/1732787203615.jpeg" /> <img width="4126" height="5157" width_o="4126" height_o="5157" data-src="https://freight.cargo.site/t/original/i/cbcd0a6784b817bc3bf01ba217324fd52a362d09d98fe17f439004c7bbd81593/IMG_0207.jpg" data-mid="227880871" border="0" src="https://freight.cargo.site/w/1000/i/cbcd0a6784b817bc3bf01ba217324fd52a362d09d98fe17f439004c7bbd81593/IMG_0207.jpg" /> CREATIVE DIRECTIONActual Friends Nethra Gomatheswaran ILLUSTRATION &amp; ANIMATIONShahina Ahmed PHOTOGRAPHYVasanth KumarKrithi Krishnan CASE STUDY PHOTOGRAPHYSeeing Things https://shahina-ahmed.com/Ovarian-Cancer-Action Fri, 07 Mar 2025 14:45:16 +0000 Shahina Ahmed https://shahina-ahmed.com/Ovarian-Cancer-Action <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/efa2ab87d985cfd47d2c71766fbcc18060c1b6c291435c5b74f5e7452a466ac3/OCA_Illustration_Megaphone.gif" data-mid="227845828" border="0" src="https://freight.cargo.site/w/1000/i/efa2ab87d985cfd47d2c71766fbcc18060c1b6c291435c5b74f5e7452a466ac3/OCA_Illustration_Megaphone.gif" /> OVARIAN CANCER ACTION REVOLT REBRAND Giving ovarian cancer the focus it needs for every woman to be a survivor.&nbsp; To accelerate progress in the fight against ovarian cancer, Ovarian Cancer Action, the UK’s leading ovarian cancer research charity, sought to redefine its brand. The goal was to create a powerful identity that would inspire greater action, reach a wider audience, and align with the charity’s mission of saving lives through increased awareness and research.FEATURED IN ︎︎︎ It’s Nice That ︎︎︎ Creative Boom︎︎︎ The Brand Identity <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e49cb7b1e246ea818e3c455cf9b6f5af030d8b9ba25084bc8eb9157a9d8a3578/OCA_Logo_Old-to-New.gif" data-mid="227845667" border="0" src="https://freight.cargo.site/w/1000/i/e49cb7b1e246ea818e3c455cf9b6f5af030d8b9ba25084bc8eb9157a9d8a3578/OCA_Logo_Old-to-New.gif" /> THE LOGO The identity centres on a custom ‘O’, a symbol that nods to both the ovarian form and the cancer awareness ribbon. It anchors the logotype and extends outward into the entire brand system, from iconography to motion. A visual cue for the shift from passive awareness to active advocacy. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/d1f19ccc55bd4273562e7a88120923105d987072b017761a1116f9ef1d156374/OCA_BrandFoundations.gif" data-mid="227846227" border="0" src="https://freight.cargo.site/w/1000/i/d1f19ccc55bd4273562e7a88120923105d987072b017761a1116f9ef1d156374/OCA_BrandFoundations.gif" /> VERBAL &amp; VISUAL IDENTITY Connecting the visual identity with our brand strategy, the challenge was crafting a tone that allowed the brand to be loud for fundraising and advocacy, while also providing empathetic guidance when necessary. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/c77b0337e2601582a7c515cf7e26e737169ee92f663b0276369c8432e77b9038/OCA_Applications_Web-2.gif" data-mid="227847266" border="0" src="https://freight.cargo.site/w/1000/i/c77b0337e2601582a7c515cf7e26e737169ee92f663b0276369c8432e77b9038/OCA_Applications_Web-2.gif" /> <img width="2180" height="1454" width_o="2180" height_o="1454" data-src="https://freight.cargo.site/t/original/i/6a07ab1447345dacc18eb28aedb657bc81e1fcd3cce9eb24709c7ec5a28d7d88/OCA_Applications_Phone.jpg" data-mid="227846396" border="0" src="https://freight.cargo.site/w/1000/i/6a07ab1447345dacc18eb28aedb657bc81e1fcd3cce9eb24709c7ec5a28d7d88/OCA_Applications_Phone.jpg" /> <img width="2180" height="2608" width_o="2180" height_o="2608" data-src="https://freight.cargo.site/t/original/i/8b3ddac5d9f245409444ebe286aeaec291f4f5ba55a0c517441f2e0a625d3f6c/OCA_Applications_AnnualReport-New.jpg" data-mid="227846400" border="0" src="https://freight.cargo.site/w/1000/i/8b3ddac5d9f245409444ebe286aeaec291f4f5ba55a0c517441f2e0a625d3f6c/OCA_Applications_AnnualReport-New.jpg" /> <img width="2180" height="2725" width_o="2180" height_o="2725" data-src="https://freight.cargo.site/t/original/i/96c0ffdd5bbb7f744e61913db02cc8eeffb431763f6479490832129778d702f6/OCA_Applications_BusinessCard.jpg" data-mid="227846263" border="0" src="https://freight.cargo.site/w/1000/i/96c0ffdd5bbb7f744e61913db02cc8eeffb431763f6479490832129778d702f6/OCA_Applications_BusinessCard.jpg" /> <img width="9828" height="5529" width_o="9828" height_o="5529" data-src="https://freight.cargo.site/t/original/i/c7459d1b21521898b324d668173635158a5e7d9904348267c648433513923597/OCA_Applications_Lanyards.jpg" data-mid="227846397" border="0" src="https://freight.cargo.site/w/1000/i/c7459d1b21521898b324d668173635158a5e7d9904348267c648433513923597/OCA_Applications_Lanyards.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/14a3fd6a0cb6873cad9e1ab66ab83fc7bd2587b2928d5532f6900c824151349e/OCA_Icons-static.jpg" data-mid="227852890" border="0" src="https://freight.cargo.site/w/1000/i/14a3fd6a0cb6873cad9e1ab66ab83fc7bd2587b2928d5532f6900c824151349e/OCA_Icons-static.jpg" /> <img width="2180" height="1226" width_o="2180" height_o="1226" data-src="https://freight.cargo.site/t/original/i/a62b13fcb4626c67ba37dc9bc59eb46bae99a27b2c465ddc9bd91dd60988bca7/OCA_Applications_Jumper.jpg" data-mid="227846401" border="0" src="https://freight.cargo.site/w/1000/i/a62b13fcb4626c67ba37dc9bc59eb46bae99a27b2c465ddc9bd91dd60988bca7/OCA_Applications_Jumper.jpg" /> ILLUSTRATIONS We collaborated with Cécile Dormeau to create an illustration library that perfectly captures complex emotions and narratives. Her bold, body-positive style adds warmth, relatability and representation to a subject often shrouded in fear. <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/697570be81df1e509771f5d31bc36325dfde31bac255c64124ca17172824872d/OCA_Illustration_Bloating.gif" data-mid="227846257" border="0" src="https://freight.cargo.site/w/1000/i/697570be81df1e509771f5d31bc36325dfde31bac255c64124ca17172824872d/OCA_Illustration_Bloating.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1a697cbf74a664653d5f596e1317cb613347818923998189b527ffbca4a6a183/Fund---Support-Loop_02.gif" data-mid="227848639" border="0" src="https://freight.cargo.site/w/1000/i/1a697cbf74a664653d5f596e1317cb613347818923998189b527ffbca4a6a183/Fund---Support-Loop_02.gif" /> <img width="2048" height="2560" width_o="2048" height_o="2560" data-src="https://freight.cargo.site/t/original/i/688da610d4405147ffd9333197d79b666a66a0e8c0f24a503165d46cbe4485c5/OCA_Applications_Stickers-scaled.jpg" data-mid="227849873" border="0" src="https://freight.cargo.site/w/1000/i/688da610d4405147ffd9333197d79b666a66a0e8c0f24a503165d46cbe4485c5/OCA_Applications_Stickers-scaled.jpg" /> <img width="1920" height="2400" width_o="1920" height_o="2400" data-src="https://freight.cargo.site/t/original/i/11a95d8101542c352f20b95f1309fa32168a37d4f675782593fdca7cbee09be7/COVER--OCA_Applications_Tote-stickers.jpg" data-mid="227846264" border="0" src="https://freight.cargo.site/w/1000/i/11a95d8101542c352f20b95f1309fa32168a37d4f675782593fdca7cbee09be7/COVER--OCA_Applications_Tote-stickers.jpg" /> DESIGN &nbsp; Shahina Ahmed Myron Darlington Inês Segadães ILLUSTRATIONCécile Dormeau MOTIONRob Wilkes Aurora Moruzzi-Lee https://shahina-ahmed.com/CPR-Bra Fri, 07 Mar 2025 21:39:19 +0000 Shahina Ahmed https://shahina-ahmed.com/CPR-Bra <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/83ea3f446d461e6cb722488bee4142bf61efa42c3a27a2859f0864213917c434/CPRBra_PR-KV_02.jpg" data-mid="227860782" border="0" src="https://freight.cargo.site/w/1000/i/83ea3f446d461e6cb722488bee4142bf61efa42c3a27a2859f0864213917c434/CPRBra_PR-KV_02.jpg" /> CPR BRA REVOLT BRAND CAMPAIGN PACKAGING 1 in 3 people are afraid to give women CPR due to fear of touching their breasts. This shocking statistic means every year more women die from cardiac arrests than men. On ‘Restart A Heart’ day we partnered with St John Ambulance to launch the CPR Bra. A bra that’s designed to save women’s lives, give consent and educate people on how to give CPR to a person with breasts. The campaign was fronted by Chelsea and Lioness legend Millie Bright, along with celebrities Ashley James, Lucy Edwards and Sharon Gaffka. The bras were also sent to influencers like Mylenne Klass, Scarlett Douglas and more to spread the word on socials. FEATURED IN ︎︎︎&nbsp;Campaign&nbsp; ︎︎︎&nbsp;Famous Campaigns︎︎︎&nbsp;Creative Salon <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/479212a026a9ff85ad385b73fcb0afa1af537e4fe7c7e13f7a9dfab0af77f536/CPRBra_BraAnimation.gif" data-mid="227861160" border="0" src="https://freight.cargo.site/w/1000/i/479212a026a9ff85ad385b73fcb0afa1af537e4fe7c7e13f7a9dfab0af77f536/CPRBra_BraAnimation.gif" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/f352c610ffb3d17537eef85ebf876c529ba0862733b541572ee1f7a581b6703c/Bust-the-taboo_Breathing-text_Alpha_RW_03.gif" data-mid="237429825" border="0" src="https://freight.cargo.site/w/1000/i/f352c610ffb3d17537eef85ebf876c529ba0862733b541572ee1f7a581b6703c/Bust-the-taboo_Breathing-text_Alpha_RW_03.gif" /> <img width="800" height="1000" width_o="800" height_o="1000" data-src="https://freight.cargo.site/t/original/i/5fb4f1aa0abb09d7458518f65f5896c3bc0e713b4b25e7ef889abef2168eed94/ezgif-6a42a1d20e01fc.gif" data-mid="227861167" border="0" src="https://freight.cargo.site/w/800/i/5fb4f1aa0abb09d7458518f65f5896c3bc0e713b4b25e7ef889abef2168eed94/ezgif-6a42a1d20e01fc.gif" /> AT THE HEART OF IT A beating heart that doubles as a pair of breasts became the foundation of the identity, confronting discomfort with clarity and turning hesitation into action. Inspired by breath, the visual language uses hand-drawn typography to bring urgency and warmth to every touchpoint.&nbsp; <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/d5304e4d8e80fb376447e16bc9060a86a79e0cb9e7bdba6674196b5dd22fd8a0/CPRBra_Logo_Alpha_Reversed-colours_RW_03.gif" data-mid="237429829" border="0" data-scale="77" src="https://freight.cargo.site/w/1000/i/d5304e4d8e80fb376447e16bc9060a86a79e0cb9e7bdba6674196b5dd22fd8a0/CPRBra_Logo_Alpha_Reversed-colours_RW_03.gif" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/523329e1ef162beca2cb33019149ca95fc6654c0854d115fb66d6ce7f976abd7/CPRBra_OOH_48_16-9.jpg" data-mid="227860955" border="0" src="https://freight.cargo.site/w/1000/i/523329e1ef162beca2cb33019149ca95fc6654c0854d115fb66d6ce7f976abd7/CPRBra_OOH_48_16-9.jpg" /> <img width="2160" height="1215" width_o="2160" height_o="1215" data-src="https://freight.cargo.site/t/original/i/d640c06f329d28c3eab050d5eb2a9f04a2a6f70badbd3f84776f8ec7fdbe85eb/CPRBra_OOH_6S_all_small.gif" data-mid="227860940" border="0" src="https://freight.cargo.site/w/1000/i/d640c06f329d28c3eab050d5eb2a9f04a2a6f70badbd3f84776f8ec7fdbe85eb/CPRBra_OOH_6S_all_small.gif" /> <img width="3240" height="2160" width_o="3240" height_o="2160" data-src="https://freight.cargo.site/t/original/i/402f4280720d7562acd4d4613e953ffb6d555e8485e2b34bc84b947b67854b50/CPRBra_KraftEnvelope.jpg" data-mid="227860930" border="0" src="https://freight.cargo.site/w/1000/i/402f4280720d7562acd4d4613e953ffb6d555e8485e2b34bc84b947b67854b50/CPRBra_KraftEnvelope.jpg" /> <img width="1920" height="1280" width_o="1920" height_o="1280" data-src="https://freight.cargo.site/t/original/i/87eeeefb25b5282dce7eeb0cc295190326307bfc7b379029f35d6a3f36e32b9d/UnboxingGif.gif" data-mid="227861678" border="0" src="https://freight.cargo.site/w/1000/i/87eeeefb25b5282dce7eeb0cc295190326307bfc7b379029f35d6a3f36e32b9d/UnboxingGif.gif" /> THE UNBOXING A limited-edition pack designed to inform and provoke. From the moment it’s unwrapped, the bra guides users through the steps — from consent, to compressions, to scanning the QR code and learning CPR. The experience is clear, bold and shareable — built to turn hesitation into action. <img width="1920" height="2400" width_o="1920" height_o="2400" data-src="https://freight.cargo.site/t/original/i/855433c1ceb3b2d21c944990df198e96187cbbb94c3f21c331755bb0161e6e48/02-04-CPRBra_Tags_4-5.jpg" data-mid="227861562" border="0" src="https://freight.cargo.site/w/1000/i/855433c1ceb3b2d21c944990df198e96187cbbb94c3f21c331755bb0161e6e48/02-04-CPRBra_Tags_4-5.jpg" /> <img width="1543" height="1928" width_o="1543" height_o="1928" data-src="https://freight.cargo.site/t/original/i/a23d3eb7fc33785a11cda3685cccd15c787c039f5700455804908b3b0f61197e/01-CPRBra_WrapDetail.jpg" data-mid="227861561" border="0" src="https://freight.cargo.site/w/1000/i/a23d3eb7fc33785a11cda3685cccd15c787c039f5700455804908b3b0f61197e/01-CPRBra_WrapDetail.jpg" /> <img width="666" height="380" width_o="666" height_o="380" data-src="https://freight.cargo.site/t/original/i/3b1ddc779a4f2c4f51f756c26c5e6888cad27b60fdba8e9a0f24d51ba1dbb27f/cpr-1.gif" data-mid="227862099" border="0" src="https://freight.cargo.site/w/666/i/3b1ddc779a4f2c4f51f756c26c5e6888cad27b60fdba8e9a0f24d51ba1dbb27f/cpr-1.gif" /> IMPACTWith £0 media spend, the CPR Bra landed coverage in over 150 news articles and secured a 13-minute feature on BBC Breakfast. St John Ambulance saw a 26,400% uplift in website traffic in just 24 hours — turning emergency response into earned media, and helping ensure no woman dies from embarrassment. &nbsp;CREATIVE Alice DowdallSarah Levitt DESIGN Shahina Ahmed MOTIONRob Wilkes George Willment CAMPAIGN PHOTOSMadeleine Penfold https://shahina-ahmed.com/Loneliness-Kills Fri, 07 Mar 2025 23:42:42 +0000 Shahina Ahmed https://shahina-ahmed.com/Loneliness-Kills <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/4ff6553e1ca1c880ad2d73bef3d75cd7b08223b595aaa26773999653febce618/LK_OfficeFront-scaled.jpg" data-mid="227862523" border="0" src="https://freight.cargo.site/w/1000/i/4ff6553e1ca1c880ad2d73bef3d75cd7b08223b595aaa26773999653febce618/LK_OfficeFront-scaled.jpg" /> LONELINESS KILLS REVOLT CAMPAIGN A winter campaign tackling loneliness during a period when it’s often found at its peak. According to the World Health Organization, loneliness has been found to have the same physiological effects on the body as smoking 15 cigarettes a day, highlighting the severity of its impact on public health.&nbsp;These findings underscore the serious impact of loneliness and highlight the need to address this concern. How can design amplify and address this issue? FEATURED IN ︎︎︎ It’s Nice That ︎︎︎ The Brand Identity <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5c1c88fcf080cb452f35e9605f1d9ab69b6dffe1336bf301bfb0236b91f0da38/LK_Issue.001.jpeg" data-mid="227865172" border="0" src="https://freight.cargo.site/w/1000/i/5c1c88fcf080cb452f35e9605f1d9ab69b6dffe1336bf301bfb0236b91f0da38/LK_Issue.001.jpeg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6c2a6e7df72f44d993fbc23dcba5c103222702811503d1596bb17230f2b8745f/RE_LonelyWebsite.jpg" data-mid="227865175" border="0" src="https://freight.cargo.site/w/1000/i/6c2a6e7df72f44d993fbc23dcba5c103222702811503d1596bb17230f2b8745f/RE_LonelyWebsite.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a47a90385c663e3f6ba858f79862e947c4005d68d7c8fa8290280119e9370f8a/LK_Cards.002.jpeg" data-mid="227865185" border="0" src="https://freight.cargo.site/w/1000/i/a47a90385c663e3f6ba858f79862e947c4005d68d7c8fa8290280119e9370f8a/LK_Cards.002.jpeg" /> BREAKING THE CYCLE The campaign urges people to break the cycle of isolation through random acts of kindness — encouraging them to reach out to friends, family, and strangers alike, emphasising the transformative power of simple gestures in fostering a sense of belonging and community. <img width="1709" height="2560" width_o="1709" height_o="2560" data-src="https://freight.cargo.site/t/original/i/9138ec697b2e31a877e8ac24d7b1a999f1279948b36899614e286a6a97cd8210/pasted-movie-2.png" data-mid="227865183" border="0" src="https://freight.cargo.site/w/1000/i/9138ec697b2e31a877e8ac24d7b1a999f1279948b36899614e286a6a97cd8210/pasted-movie-2.png" /> <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/a7fd57f99cfffcca9d73d56c8e5cf2ee70404c1d79523f9823deef10a44f5310/pasted-movie.png" data-mid="227865181" border="0" src="https://freight.cargo.site/w/1000/i/a7fd57f99cfffcca9d73d56c8e5cf2ee70404c1d79523f9823deef10a44f5310/pasted-movie.png" /> <img width="800" height="1122" width_o="800" height_o="1122" data-src="https://freight.cargo.site/t/original/i/56eb1e3dee000ca6386b1e63455124eebfe3b670df782c5cf89ce4926c54d9bd/LK_Stickers.png" data-mid="227865205" border="0" data-scale="64" src="https://freight.cargo.site/w/800/i/56eb1e3dee000ca6386b1e63455124eebfe3b670df782c5cf89ce4926c54d9bd/LK_Stickers.png" /> DESIGN DECISIONSBy leveraging the iconic aesthetics of cigarette branding and packaging, the design incorporates poignant slogans and visuals that prompt reflection on the impact of loneliness. Threading these graphics together was the choice to utilise a single colour, blue, carrying an emotional resonance that stems from the association of it being the “loneliest colour” and the symbolic expression of feeling blue. <img width="2560" height="1707" width_o="2560" height_o="1707" data-src="https://freight.cargo.site/t/original/i/62a132438e8f7ab03ec4e10a3993c23f402d95f284299a0bd2cd4adbb7558d3a/pasted-movie-3.png" data-mid="227866482" border="0" src="https://freight.cargo.site/w/1000/i/62a132438e8f7ab03ec4e10a3993c23f402d95f284299a0bd2cd4adbb7558d3a/pasted-movie-3.png" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/06381b7ab2269b3e22f316576c3b693b5fb23781a28f76121caa211f4d580fa4/LK_TShirtGIF_231205_JJ.gif" data-mid="227866487" border="0" src="https://freight.cargo.site/w/1000/i/06381b7ab2269b3e22f316576c3b693b5fb23781a28f76121caa211f4d580fa4/LK_TShirtGIF_231205_JJ.gif" /> <img width="1824" height="1824" width_o="1824" height_o="1824" data-src="https://freight.cargo.site/t/original/i/13a16b162d49f53157e5fcbdb739aa61988f98727b1ae4ea58cd279bb2aacf55/LK_sadface.png" data-mid="227880356" border="0" data-draggable src="https://freight.cargo.site/w/1000/i/13a16b162d49f53157e5fcbdb739aa61988f98727b1ae4ea58cd279bb2aacf55/LK_sadface.png" /> DESIGN Shahina Ahmed Greg Bartlett 3D &amp; ANIMATIONMyron Darlington William Reuben VIDEORowan Gill https://shahina-ahmed.com/Shahina-Akbar Sun, 06 Jun 2021 21:03:19 +0000 Shahina Ahmed https://shahina-ahmed.com/Shahina-Akbar <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/871bd44b7dbd9515f9be65cddb79b682b6cabf40087dcf002ccb534559db80f0/01.sawedding_std.gif" data-mid="110533635" border="0" src="https://freight.cargo.site/w/1000/i/871bd44b7dbd9515f9be65cddb79b682b6cabf40087dcf002ccb534559db80f0/01.sawedding_std.gif" /> JODHA SHAHINA + AKBAR ACTUAL FRIENDS VISUAL IDENTITY WEDDING STATIONERY Timeless Mughal mini-portraits, but with a pandemic-appropriate update to Save the Date. Our spin on a 2020 whirlwind wedding with a storied romance to back it up. Taking inspiration from the Jodha and Akbar paintings, we injected both humor and relevance at the 11th hour—with animated PPE that both informed and amused.FEATURED IN ︎︎︎ It’s Nice That ︎︎︎ Creative Boom <img width="3840" height="2159" width_o="3840" height_o="2159" data-src="https://freight.cargo.site/t/original/i/d30612bd467fb7cca3f697a24dbc8855c060c5781a0c5d4f54edf83d05a229c4/03.sawedding.JPG" data-mid="110533640" border="0" src="https://freight.cargo.site/w/1000/i/d30612bd467fb7cca3f697a24dbc8855c060c5781a0c5d4f54edf83d05a229c4/03.sawedding.JPG" /> <img width="1920" height="2160" width_o="1920" height_o="2160" data-src="https://freight.cargo.site/t/original/i/43e008598a5e7d40a0ef5d62716fc77a7db084f53a2f4300cc2a55e906808c9e/11.sawedding.jpg" data-mid="110533686" border="0" src="https://freight.cargo.site/w/1000/i/43e008598a5e7d40a0ef5d62716fc77a7db084f53a2f4300cc2a55e906808c9e/11.sawedding.jpg" /> <img width="1920" height="2160" width_o="1920" height_o="2160" data-src="https://freight.cargo.site/t/original/i/bf5591f7afd28f5bf28bee5375c45fb1a85031b05e6337c147bbf2fecb2d43bf/10.sawedding-photo02.jpg" data-mid="110533687" border="0" src="https://freight.cargo.site/w/1000/i/bf5591f7afd28f5bf28bee5375c45fb1a85031b05e6337c147bbf2fecb2d43bf/10.sawedding-photo02.jpg" /> THE JODHA x AKBAR NOD Adapted into both the digital invite and post-stamps, a modern adaptation of the Mughal portraits were nestled amongst a combination of serifs, sans serif and monospace fonts—to balance the traditional and the modern. We supplemented this narrative with gold foiling and bespoke illustrations, dancing around the pages with the happy (if slightly stressed) couple. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/3dc413019cae92b3a47dac3720bd80af7b948eb40392c7f7c53c2a4b5d6dba55/05.sawedding.JPG" data-mid="110533648" border="0" src="https://freight.cargo.site/w/1000/i/3dc413019cae92b3a47dac3720bd80af7b948eb40392c7f7c53c2a4b5d6dba55/05.sawedding.JPG" /> <img width="1920" height="2160" width_o="1920" height_o="2160" data-src="https://freight.cargo.site/t/original/i/5646f3fa172e86c26fc5d8854021f62c3cc9ea6a2c84de25a3f51d04f4e5c4ca/06.sawedding_1of2a.gif" data-mid="110533651" border="0" src="https://freight.cargo.site/w/1000/i/5646f3fa172e86c26fc5d8854021f62c3cc9ea6a2c84de25a3f51d04f4e5c4ca/06.sawedding_1of2a.gif" /> THE VINCENT x MIA REMIX An animated nod to the iconic Pulp Fiction dance-off, with the most uncannily appropriate lyrics serenading the unpredictable event with: C’est la vie, say the old folks, it goes to show you can never tell. <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/f5296f5b3aa9972ad1bc13adf07a23a59c9e504aa673b3c6562fd9c521b46be2/08.sawedding.JPG" data-mid="110533654" border="0" src="https://freight.cargo.site/w/1000/i/f5296f5b3aa9972ad1bc13adf07a23a59c9e504aa673b3c6562fd9c521b46be2/08.sawedding.JPG" /> THE BIG EVENT: ALL TIME ZONES ON DECK After a flurry of link-generating and room admissions, the virtual party got started. With the pixels and glitches perfectly captured and sewn together, we created an AV souvenir that ties in the chaos, creativity and tri-continental joy of a pandemic wedding. <img width="1920" height="2160" width_o="1920" height_o="2160" data-src="https://freight.cargo.site/t/original/i/29150074ff5e5951ca3f1bfa14b2874f15147e0b61dda28191762edb8409863f/10.sawedding-photo01.jpg" data-mid="110533658" border="0" src="https://freight.cargo.site/w/1000/i/29150074ff5e5951ca3f1bfa14b2874f15147e0b61dda28191762edb8409863f/10.sawedding-photo01.jpg" /> <img width="1920" height="2160" width_o="1920" height_o="2160" data-src="https://freight.cargo.site/t/original/i/fbaf8fe2675b2597dd37b99e0b7e415b82622393f801de1de3d7998c0534f477/06.sawedding_2of2-crop.JPG" data-mid="110533652" border="0" src="https://freight.cargo.site/w/1000/i/fbaf8fe2675b2597dd37b99e0b7e415b82622393f801de1de3d7998c0534f477/06.sawedding_2of2-crop.JPG" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/d20fdd6ecf3de23a22bd268907d7d6455b13c1a43406c15f643f9cd47460196b/07.sawedding.JPG" data-mid="110533653" border="0" src="https://freight.cargo.site/w/1000/i/d20fdd6ecf3de23a22bd268907d7d6455b13c1a43406c15f643f9cd47460196b/07.sawedding.JPG" /> <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/1351648e2afc7cfa774c2bdb9434bb41d1d60e75df9bd665518dd2e73c36ddde/04.sawedding-crop.JPG" data-mid="110533644" border="0" src="https://freight.cargo.site/w/1000/i/1351648e2afc7cfa774c2bdb9434bb41d1d60e75df9bd665518dd2e73c36ddde/04.sawedding-crop.JPG" /> DESIGN &amp; ANIMATION Shahina Ahmed PHOTOGRAPHYRay Yafi Picturemakers India VIDEOSMalak Elghuel WORDSZahra Khamissa <img width="1080" height="828" width_o="1080" height_o="828" data-src="https://freight.cargo.site/t/original/i/3094c9e7198b8a56e7cb82d15e55b4722133ac2796854459a8710e34a4c093fa/10.sawedding-clap.gif" data-mid="110533655" border="0" src="https://freight.cargo.site/w/1000/i/3094c9e7198b8a56e7cb82d15e55b4722133ac2796854459a8710e34a4c093fa/10.sawedding-clap.gif" /> https://shahina-ahmed.com/All-Sparkle-No-Smoke Fri, 15 Oct 2021 16:02:06 +0000 Shahina Ahmed https://shahina-ahmed.com/All-Sparkle-No-Smoke <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/b5c05e71eed783b00b90c998ba2162aa01420bc2a9506a27d97e0550540ff4d8/05_estee.jpg" data-mid="121711669" border="0" src="https://freight.cargo.site/w/1000/i/b5c05e71eed783b00b90c998ba2162aa01420bc2a9506a27d97e0550540ff4d8/05_estee.jpg" /> ALL SPARKLE, NO SMOKE LOCAL ART DIRECTION PACKAGING Estée Lauder approached us to design a Diwali campaign that was elegant, luxurious and truly Indian. We designed a limited edition box printed with the classic Indian fireworks to capture the essence of Diwali. The campaign addressed the festival’s impact on air quality and initiated a dialogue on alternative ways of celebrating. A 10-part photo series was shot to launch the Diwali gift box. <img width="1504" height="1416" width_o="1504" height_o="1416" data-src="https://freight.cargo.site/t/original/i/88ebce7220bac524243f88920856a4bd552d141fe65d0cb5c53cef5ae2f9360a/06_estee.png" data-mid="121712096" border="0" data-scale="79" src="https://freight.cargo.site/w/1000/i/88ebce7220bac524243f88920856a4bd552d141fe65d0cb5c53cef5ae2f9360a/06_estee.png" /> <img width="3842" height="2160" width_o="3842" height_o="2160" data-src="https://freight.cargo.site/t/original/i/31bee7c91d62cc89a141d816e91b3ad09ebbf171938bb8b06c03983f0856e692/02_estee.jpg" data-mid="121711676" border="0" src="https://freight.cargo.site/w/1000/i/31bee7c91d62cc89a141d816e91b3ad09ebbf171938bb8b06c03983f0856e692/02_estee.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/28e5a6e4b211413a9c1803ebc7cf7202c5052809b5261948d5506bcc3c48d494/01_estee.jpg" data-mid="121711673" border="0" src="https://freight.cargo.site/w/1000/i/28e5a6e4b211413a9c1803ebc7cf7202c5052809b5261948d5506bcc3c48d494/01_estee.jpg" /> <img width="3842" height="2160" width_o="3842" height_o="2160" data-src="https://freight.cargo.site/t/original/i/fb6f9cbae2a2882f901eed4531b71409ef0db212ba00b33ea924ce111b25b9ad/04_estee.jpg" data-mid="121711688" border="0" src="https://freight.cargo.site/w/1000/i/fb6f9cbae2a2882f901eed4531b71409ef0db212ba00b33ea924ce111b25b9ad/04_estee.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/16ca977f3ee5c22480dd9f573ccff4008bb246598d144446b30267ee5f7eec69/03_estee.jpg" data-mid="121711685" border="0" src="https://freight.cargo.site/w/1000/i/16ca977f3ee5c22480dd9f573ccff4008bb246598d144446b30267ee5f7eec69/03_estee.jpg" /> <img width="2161" height="2516" width_o="2161" height_o="2516" data-src="https://freight.cargo.site/t/original/i/57d23671b4b66050e7f1ea7f773f493063546b87c87309730110f510e6b9c6ad/BTS_01.png" data-mid="121732611" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/57d23671b4b66050e7f1ea7f773f493063546b87c87309730110f510e6b9c6ad/BTS_01.png" /> <img width="2161" height="2516" width_o="2161" height_o="2516" data-src="https://freight.cargo.site/t/original/i/ab4374bbc6af21da7cd790db3f68a7aa5056bbdd7fef64da2bb80a28ead59bc5/BTS_02.png" data-mid="121732612" border="0" data-scale="78" data-no-zoom="true" src="https://freight.cargo.site/w/1000/i/ab4374bbc6af21da7cd790db3f68a7aa5056bbdd7fef64da2bb80a28ead59bc5/BTS_02.png" /> <img width="2161" height="2516" width_o="2161" height_o="2516" data-src="https://freight.cargo.site/t/original/i/ab05729269e3ae0439217a146fae1d6a6b840faa1497ebd01560c0523180c700/BTS_03.png" data-mid="121732613" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/ab05729269e3ae0439217a146fae1d6a6b840faa1497ebd01560c0523180c700/BTS_03.png" /> <img width="2161" height="2516" width_o="2161" height_o="2516" data-src="https://freight.cargo.site/t/original/i/7d23aea620223a08c65dce5ef0a7ab68422019ce12e8d7f1677642db4971f462/BTS_04.png" data-mid="121732614" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/7d23aea620223a08c65dce5ef0a7ab68422019ce12e8d7f1677642db4971f462/BTS_04.png" /> <img width="2161" height="2516" width_o="2161" height_o="2516" data-src="https://freight.cargo.site/t/original/i/efd3b04580eb5e1499a6cbacd17c7115027070ac0364ee7cf7e88bec56e925ef/BTS_05.png" data-mid="121733090" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/efd3b04580eb5e1499a6cbacd17c7115027070ac0364ee7cf7e88bec56e925ef/BTS_05.png" /> <img width="2161" height="2516" width_o="2161" height_o="2516" data-src="https://freight.cargo.site/t/original/i/3dd522ed92c808892a93a36595a3b0c529cab78d297d4234d13466a11b8cf10e/BTS_07.png" data-mid="121733092" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/3dd522ed92c808892a93a36595a3b0c529cab78d297d4234d13466a11b8cf10e/BTS_07.png" /> <img width="2161" height="2516" width_o="2161" height_o="2516" data-src="https://freight.cargo.site/t/original/i/d1365eb19b01ef8c24036903c3e7aee8f3d87302e037cc3a8df88e1518b05c73/BTS_06.png" data-mid="121733091" border="0" data-scale="78" src="https://freight.cargo.site/w/1000/i/d1365eb19b01ef8c24036903c3e7aee8f3d87302e037cc3a8df88e1518b05c73/BTS_06.png" /> BEHIND THE SCENES&nbsp;Being involved in the process from beginning to end meant that we had the opportunity to source the right material, find artisans to embroider the bag and direct the shoot down to the very last detail.<img width="1080" height="1022" width_o="1080" height_o="1022" data-src="https://freight.cargo.site/t/original/i/eacba2c91aec401080eeee96614e9d4e23a955473c9e64f9eb6b1aed64742210/fireworks.gif" data-mid="121711726" border="0" data-scale="73" src="https://freight.cargo.site/w/1000/i/eacba2c91aec401080eeee96614e9d4e23a955473c9e64f9eb6b1aed64742210/fireworks.gif" /> &nbsp; CREATIVE DIRECTION &nbsp;LOCAL DESIGN Shahina AhmedChandni Jhaveri PHOTOGRAPHYQench Studio https://shahina-ahmed.com/Yellow-Block Sun, 30 Mar 2025 21:28:14 +0000 Shahina Ahmed https://shahina-ahmed.com/Yellow-Block <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ef950a04f7bb89ca2fa95f6ac461e0f2d063008b8be0a2e0055632037b9d4e58/YB_Stickers.jpg" data-mid="235758726" border="0" src="https://freight.cargo.site/w/1000/i/ef950a04f7bb89ca2fa95f6ac461e0f2d063008b8be0a2e0055632037b9d4e58/YB_Stickers.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/b5361956e74f62e67acb4fd12636721d1c04091e16323dc94c7dfe11d9e5a4df/YB_Tape.jpg" data-mid="235758727" border="0" src="https://freight.cargo.site/w/1000/i/b5361956e74f62e67acb4fd12636721d1c04091e16323dc94c7dfe11d9e5a4df/YB_Tape.jpg" /> <img width="3840" height="2161" width_o="3840" height_o="2161" data-src="https://freight.cargo.site/t/original/i/d6eda46693aa93b0657e915959476432e17e5a0d84f7f1792ed6528e58e40fb6/YB_Photo.jpg" data-mid="235758725" border="0" src="https://freight.cargo.site/w/1000/i/d6eda46693aa93b0657e915959476432e17e5a0d84f7f1792ed6528e58e40fb6/YB_Photo.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2a586fbe9d2cf90963f0adb9743c61aff1dab95b9dd29bcee08d1a3f78749fe2/YB_Bag.jpg" data-mid="235758719" border="0" src="https://freight.cargo.site/w/1000/i/2a586fbe9d2cf90963f0adb9743c61aff1dab95b9dd29bcee08d1a3f78749fe2/YB_Bag.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/c8ee1d0610605be1d65151d40739123d7ca30176bcd4d055eb0b378c85389e11/YB_Illos.jpg" data-mid="235758720" border="0" src="https://freight.cargo.site/w/1000/i/c8ee1d0610605be1d65151d40739123d7ca30176bcd4d055eb0b378c85389e11/YB_Illos.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/21f36360a108c8f9a1babe5af5a2f14da40ddd46f1532b2274a6850375c681d2/YB_Bag-Socials.jpg" data-mid="235758718" border="0" src="https://freight.cargo.site/w/1000/i/21f36360a108c8f9a1babe5af5a2f14da40ddd46f1532b2274a6850375c681d2/YB_Bag-Socials.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ae5a28e519e4ae95b4a2a4d2ce324885926381d59ea3bcb77f789cfd4f3c5f7b/YB_Knives.jpg" data-mid="235758721" border="0" src="https://freight.cargo.site/w/1000/i/ae5a28e519e4ae95b4a2a4d2ce324885926381d59ea3bcb77f789cfd4f3c5f7b/YB_Knives.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/7187b4e21d9c80370d85e5eac0a0b4341f788a06fdae146b0a63ae452ebf0e8d/YB_Packaging01.jpg" data-mid="235758722" border="0" src="https://freight.cargo.site/w/1000/i/7187b4e21d9c80370d85e5eac0a0b4341f788a06fdae146b0a63ae452ebf0e8d/YB_Packaging01.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/31243308916a25a01676d075905f52276eea2d5302e85787bf1ec62aaf1b4b25/YB_Packaging02.jpg" data-mid="235758723" border="0" src="https://freight.cargo.site/w/1000/i/31243308916a25a01676d075905f52276eea2d5302e85787bf1ec62aaf1b4b25/YB_Packaging02.jpg" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/7b94a1f3bedc7d38f778900c01082c95c0cec0792f106638802a5555ffc8406c/YB_Paper.jpg" data-mid="235758724" border="0" src="https://freight.cargo.site/w/1000/i/7b94a1f3bedc7d38f778900c01082c95c0cec0792f106638802a5555ffc8406c/YB_Paper.jpg" /> YELLOW BLOCK ACTUAL FRIENDS VISUAL IDENTITY PACKAGING Like any good cheese, Yellow Block's branding is playful yet mature, elevating the experience before you’ve even opened the pack. Every detail is designed to spark curiosity and conversation. Hand-drawn illustrations, tactile packaging, and photography that emphasises texture and colour all work together to bring the brand to life — capturing the warmth and joy of sharing good food with others. Full case study coming soon.&nbsp; CREATIVE DIRECTION &nbsp;Actual Friends DESIGNRay YafiShahina Ahmed WORDSZahra Khamissa PHOTOGRAPHY Ellen Mary Cronin https://shahina-ahmed.com/Abour Sat, 22 May 2021 18:17:52 +0000 Shahina Ahmed https://shahina-ahmed.com/Abour <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/ab0930cc15a0db0b616f8b00055b347df047cd1a9fd15d4b0f3e6e09190c60a3/01.abour-cover.jpg" data-mid="109504383" border="0" src="https://freight.cargo.site/w/1000/i/ab0930cc15a0db0b616f8b00055b347df047cd1a9fd15d4b0f3e6e09190c60a3/01.abour-cover.jpg" /> AL OBOUR TWOTHIRDS VISUAL IDENTITY EDITORIAL An experimental identity for an exhibition exploring ‘transcendence’. Branding, visual language &amp; editorial design for Al Obour, a contemporary art exhibition using immersive technology as a tool for artistic expression. With respect to the artists intentions, we built a concept layered in optical illusions and lenticular animations, keeping with the experimental and futuristic personality of the installation. Cover image: Obby &amp; Jappari <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2512164b636230521ee459d73aa0145b0ecf7b2f77f5e80d13f56e470faf4847/03.abour.jpg" data-mid="109504387" border="0" src="https://freight.cargo.site/w/1000/i/2512164b636230521ee459d73aa0145b0ecf7b2f77f5e80d13f56e470faf4847/03.abour.jpg" /> <img width="1000" height="666" width_o="1000" height_o="666" data-src="https://freight.cargo.site/t/original/i/7fced70b8b56f41765db5d335183664544b04a0c3da61cd7e6faed6a0c3731f1/02.abour.gif" data-mid="109504385" border="0" src="https://freight.cargo.site/w/1000/i/7fced70b8b56f41765db5d335183664544b04a0c3da61cd7e6faed6a0c3731f1/02.abour.gif" /> <img width="1920" height="2880" width_o="1920" height_o="2880" data-src="https://freight.cargo.site/t/original/i/bcffa520489766ce0c08784f7bce5d9f78d51cade651d882260dd84a86a8f41f/05.abour-1of2.jpg" data-mid="109504391" border="0" data-scale="51" src="https://freight.cargo.site/w/1000/i/bcffa520489766ce0c08784f7bce5d9f78d51cade651d882260dd84a86a8f41f/05.abour-1of2.jpg" /> THE CATALOGUE For the visual language within the catalogue, we utilized elements that convey interconnectivity and transmission between dimensions, artist and art, art and audience. We placed them deliberately throughout the catalogue, flowing alongside the text, drawing the reader in, and solidifying the message of the curator. <img width="2000" height="1427" width_o="2000" height_o="1427" data-src="https://freight.cargo.site/t/original/i/4cc37db086cf4586590bf29413637c68757714790045f95801388a6c018829f8/04.abour-pages.gif" data-mid="109504390" border="0" data-scale="82" src="https://freight.cargo.site/w/1000/i/4cc37db086cf4586590bf29413637c68757714790045f95801388a6c018829f8/04.abour-pages.gif" /> <img width="3840" height="2160" width_o="3840" height_o="2160" data-src="https://freight.cargo.site/t/original/i/db0026fe89b95cd7ae662685b9cb4d161c3d99a41458fa58d77cc333ad2d5dc1/06.abour.jpg" data-mid="109292879" border="0" src="https://freight.cargo.site/w/1000/i/db0026fe89b95cd7ae662685b9cb4d161c3d99a41458fa58d77cc333ad2d5dc1/06.abour.jpg" /> MATERIAL &amp; TEXTURE We wanted to distinguish the catalogue with a number of textural elements that paid homage to the transcendent nature of the collective works. Using transparent dividers, including a bookmark, all housed within a sleeve allows a window into the dimensions depicted on the front cover. <img width="1920" height="2160" width_o="1920" height_o="2160" data-src="https://freight.cargo.site/t/original/i/2d578b31f79eaa630f7eda3962c62fc1ad0df4c7f7479ba6c63c56da1ee7b0ac/07.abour-2of2-crop.jpg" data-mid="109504400" border="0" src="https://freight.cargo.site/w/1000/i/2d578b31f79eaa630f7eda3962c62fc1ad0df4c7f7479ba6c63c56da1ee7b0ac/07.abour-2of2-crop.jpg" /> <img width="1920" height="2160" width_o="1920" height_o="2160" data-src="https://freight.cargo.site/t/original/i/8205fb53ed5665b4f227a5031138c69670275327aeff4aba28e2ca882094cc5b/07.abour-1of2-crop.jpg" data-mid="109504395" border="0" src="https://freight.cargo.site/w/1000/i/8205fb53ed5665b4f227a5031138c69670275327aeff4aba28e2ca882094cc5b/07.abour-1of2-crop.jpg" /> VISUAL EXPERIMENTS Al Obour allowed us the freedom to experiment. We toyed with laser cut acrylic, submerged and manipulated in water and styrofoam to express the dynamism of Al Obour’s concept. <img width="826" height="202" width_o="826" height_o="202" data-src="https://freight.cargo.site/t/original/i/24bb16384f7311d5f847290ebce1da8c68597b5d9c8eb69d64979a37b9487f90/05.abour-2of2.gif" data-mid="109507884" border="0" data-scale="51" src="https://freight.cargo.site/w/826/i/24bb16384f7311d5f847290ebce1da8c68597b5d9c8eb69d64979a37b9487f90/05.abour-2of2.gif" /> CREATIVE DIRECTION &nbsp;Twothirds DESIGNRay Yafi Shahina Ahmed Rabeeya Abduljabbar PHOTOGRAPHYSara Basha WORDSZahra Khamissa