YALA
YOUNG AUSTRALIAN LEBANESE ASSOCIATION
PROJECT FOCUS
Lebanese Heritage in Contemporary Design and Digital Marketing
YALA — Illuminating Lebanese Culture Through the Prism of Contemporary Creativity.
APPAREL DESIGN
DIGITAL MARKETING
BRAND REINVENTION
CREATIVE DIRECTION
SOCIAL MEDIA ENGAGEMENT
Challenge
As Creative Director, I sought to reimagine Lebanese cultural representation within contemporary design. The objective was to break free from clichéd imagery and create apparel that instilled pride while fostering a sense of connection within the UNSW Young Australian Lebanese Association.
Approach
Deconstructing Tradition - I began by critically examining the traditional visual language associated with Lebanese culture, identifying elements that could be reimagined for a modern audience.
Identity Design - The focus was on developing a design language that felt fresh and sophisticated, utilising bold graphics, playful typography, and subtle symbolism for a multi-layered, contemporary statement.
Elevating the Everyday - Premium materials and meticulous attention to detail transformed a simple garment into an object of both pride and personal expression.
PRODUCT PACKAGING
Stickers and Thank You Card
INSTAGRAM STORY MARKETING
WEBSITE
POSTER
For YALA's end-of-year party, I aimed for a nostalgic yet contemporary design reminiscent of the golden age of Lebanese culture. I sourced a vintage photo of a middle-aged man performing a traditional Arabic dance – think classic 'uncle' vibes.
The image, set against YALA's signature green, channels 1960s Lebanese movie poster aesthetics with classic Arabic typography and modern accents. The theme, "Shake it like Abu Salim," adds a playful, relatable touch, inviting everyone to embrace their inner 'uncle' and celebrate their heritage.