On Humanity
Iftaar Saa’im
SHOWCASING THE ART OF BEING A GOOD NEIGHBOR

Iftaar Saa’im is a collaboration between Arzaq Association and Jeddah Neighborhood Centers Association. The Arzaq Association distributes food to the needy, and has been especially active during the COVID-19 crisis. Jeddah Neighborhood Centers Association, on the other hand, aims to bring about social change in ways that enhance the role of family as the building block of society. Together, these organizations implemented the Iftaar Saa’im Ramadan campaign to spread goodwill within neighborhoods by giving Iftar to workers who would usually break their fasts at the local mosques, but could not do so due to the lockdown.

A campaign that was demonstrating our humanity and bringing our neighborhoods together when we needed it most, deserved a visual identity that encompassed the values of both founding organizations. This was where we were able to make a difference. We designed a brand identity that not only represented the campaign but gave a modern twist to the classic legacy of Ramadan. This distinctive identity ensured that the Iftaar Saa’im visuals we designed would make the brand instantly recognizable wherever they were used.