Namaa Advisory
An identity built on nested squares, in navy and gold, for Latin and Arabic.
The brief
Namaa (Arabic for “growth”) advises on operations and technology: custom platforms, portals, API integration, and workflow automation. The brand needed to read as structured and senior in both English and Arabic contexts.
The identity directions built the name’s meaning into the system itself: nested squares as the mark — growth with structure — with an editorial serif/sans pairing chosen alongside an Arabic-capable typeface for future localisation.
3 steps, from brief to launch.
Give the client real, distinct options.
Identity directions presented as full concepts — mark, type, colour, and application — rather than variations of one idea.
Make “growth deserves structure” visible.
The nested-square name mark grows outward in ordered increments — the strategy expressed as geometry, in deep navy with a gold accent.
Carry the identity onto the web.
A site design with editorial typography, generous grids, and choreographed motion — with type choices (including Arabic-capable faces) made for eventual bilingual delivery.
The result
Figment.