Unmute72 Process By Amal Alnaniah by Amal Naynayz

- UNMUTE72 -

- WORKS OF AMAL ALNANIAH -

7 2 UNMUTE by amal alnaniah gr620 visual thinking process book

CONTENTS IDEATION Background

Research

Audience Competitors Tone Keywords Message

10 12 15 16 19

DESIGN Moodboard

Logos

APPLICATION Deliverables

Overview

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I D E AT I O N

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01BACKGROUND To come up with a problem to solve

Apart of the concepting process, we creates several types of lists; likes, dislikes or issues we find interesting to solve. We narrowed it down to five topics of interests, and from there we explored the topic deeper. Our chosen topic is a creative organization called Unmute72. Saudi Arabia is a conservative country that preserves cultural values and traditions; for that reason, their appreciation for a non conventional lifestyle or thinking can be overwhelming. In comparison to other countries such as the United States and Europe, Saudi lacks the creative drive or interest which drove many Arabs in Saudi to seek inspiration and knowledge abroad. The new generation in Saudi Arabia are booming creative thinkers who are interested in cultivating a smarter, nontraditional and creative approach to their work or even lifestyle in general. Saudi Arabia has an opportunity for a professional, reliable and a trusted platform of services that will cater to the creative individualsâ&#x20AC;&#x2122; needs. Services in Saudi Arabia that will provide spaces, resources and exposure to help them influence the society in Saudi to begin thinking forward.

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BRAND FRAMEWORK

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02RESEARCH

Exploring the topic of interest

After narrowing down to one topic. We began to branch out the topic in different ways to be able to detect the most appropriate and interesting problem within the topic to solve. Using post-its notes we were able to better understand the topic and how far it could go. Finally, it was time to narrow it down and focus. We created a brand framework to be able to position the brand and categorize it. We became more familiar of the brand and its purpose and to whom it speaks to or concerns.

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INDEPENDENT PRACTITIONERS primary target audience who they are? Our primary target audience is Zoe, an Arab girl of the age 26 year old. She is an independent practitioner, who is a single and living with her parents.

why they care? Zoe is struggling to expose her talents, but she needs help knowing how to do it

key interests/attitudes - Zoe enjoys traveling to the maldives and take a break from her work as an artist - Always collects anything that inspires her, specially Iranian art - Zoe enjoys playing cards and has a neck for gambling - She surfs the web and finds new ways to expose her work either through behance, instagram or facebook - Zoe becomes angry when society limits her and makes judgments - She is unconventional with her thoughts and ideas, she enjoys to experiment with different materials and subjects - She has a network of friends who create music, art or even plays

03AUDIENCE Unmute_572 audience are young, passionate, independent and curious creative people who are frustrated with the creative limitations that Saudi offers and the lack of appreciation among the society. Therefore, they turn to online and social media exposure to spread their talented ways of expressing their thoughts or ideas. Neither are they well recognized international nor locally.

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ASPIRING CREATIVE secondary target audience who they are? However, there are also two secondary target audience. First, Eric, a 16

year old Arab Student who is outspoken and expressive, he enjoys graffiti art whenever he has a statement to make about his society.

why they care? Eric is an aspiring creative; however, his parents do not believe it is important nor profitable. An organization that is trusted and powerful in expressing how creativity could have a strong impact on society, will help Eric convince his parents and to encourage and support his creative passion.

key interests/attitudes - Eric is opinionated and always has something to say, even if people dont see eye to eye - He is outspoken and expressive, he enjoys creating graffiti art at the top of abandoned buildings -Ericâ&#x20AC;&#x2122;s parents donâ&#x20AC;&#x2122;t understand why he is interested in art or how it will benefit him -He enjoys surfing and diving to explore a different side of life -Enjoys social events and meeting new people, understand different perspectives - Too young and naive to believe the mental stranglehold imposed upon artists to be objective rather than subjective. - His young mind cannot fathom the cultural monopoly upheld by the society for what art should be and what is accepted.

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INHOUSE CREATIVE secondary target audience who they are? On the other hand, we have Tom, a 35 year old Arab who is a creative

director in an advertising agency. Tom is married with kids and lives by the ocean. Despite his stable job, he works had to find untapped talented creative individuals in Saudi Arabia who aim to a brighter and a more forward thinking lifestyle yet loyal to their cultural values.

why they care? Tom wants to find people to higher to collaborate with and work on projects that his company undertakes, and to also help grow the creative industry in Saudi.

key interests/attitudes - Tom is very passionate about finding new talents, he also encourage ages his children to think creatively - He is frustrated with little resources the city offers for creativity - Has high levels of curiosity, and feeds his eyes with non traditional ways of exposing creativity -Tom is very athletic, plays tennis and basketball, it keeps him thinking - Has international connections with other creative industries - Tom enjoys the Middle Eastern culture, but always finds ways to mix it with Western ideas for forward thinking - Follows up on social media regarding new events

STAKEHOLDERS college students who are undertaking creative disciplines. When they become apart of Unmute

they will further grow and enhance themselves and will be recognized by the time they graduate.

A rt galleries who will help provide opportunities for these creatives to be a part of projects and display their work. advertising agencies and

professional cre atives They differ from college students since they are now out of school and

working in their creative fields. Also, They differ from the creative agencies because they are individuals rather than larger entities, and they have a personal interest.

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THEM

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Both Athar and Ayyam Galleries are art galleries that only reaches out and discovers painters or fine arts to expose their work in event exhibitions in Saudi Arabia. Very traditional and limited to specific discipline. Does not provide any other services.

Annual event that offers in-depth insight on Advertising and the communication industry. Offers learning program, and creative competition. Has not reached the intended audience and only focuses on advertising aspect of communication.

Edge of Arabia is committed to reaching new audiences and improving understanding through free exhibitions, publications and public programming, explores the extraordinary contemporary arts culture of the Kingdom of Saudi Arabia. Does not collaborate or provide services other than exposure.

04COMPETITORS To be able to better understand our brandâ&#x20AC;&#x2122;s position, we have to know if a competition exists to know how to play on our strengths. Fortunately, our strength is being the only creative organization that provides all the mentioned services of Unmute72 in Saudi Arabia. However, the mentioned competitors have already gained reputation and trust of some of the young talents in Saudi, which is what Unmute72 has to build up for.

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FLUI D E XPERI MEN TAL DI VERSE

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05TONE

Determining the personality of the brand

The tone of Unmute72 should reflect its very purpose, which is to allow people to express their thoughts freely. The tone should be expressive, free, fluid, diverse, colorful. All these characteristics are needed for an organization that welcomes different creative disciplines; for everyone to feel comfortable to be a part of the community. Because Saudi Arabia has many limitations for advertising and using photography, then Illustrations and faceless forms will be best to inform our audience about our brand.

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06KEYWORDS

Determining the personality of the brand

Every brand has a set of characteristics that describes its personality. To learn how to position the brand in our target’s mind. Unmute72, is creative, strong, trusted and reliable. It is also intriguing because the result of its services is unpredictable and thus creates an interesting outcome. Through bold sans serif type and colorful collaged illustrations, the brand will set itself apart in its market. Young creatives are attracted to fresh, new, and different ideas; therefore, with Unmutes72’s visual system it will enforce creativity in Saudi Arabia. Finally, Arabs will be able to explore within their reach. Informative and Resourceful: For the brand to be successful, it has to offer knowledge and information that they will be able to access in order to nourish their creative minds. Diverse and Collaborative: Building a bridge between different creative declines will expand minds and opportunities to different ways of expressing their ideas. Through collaboration, the brand will reflect a stronger community that believes in the love of creativity. Cultural and Refreshing: It is important for the brand to achieve its ultimate goal, which is to change the Saudi society’s perception on creativity. The brand has to be non traditional yet loyal to some of the cultural aspects, and to be refreshing and friendly in order to help the society accept and indulge creativity as part of a better lifestyle.

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CREATI VE INTRI G UI N G R ELI ABLE

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07MESSAGE

Determining the personality of the brand

Main: Unmute_572 is a professional organization that will inspire, expose and celebrate every creative individual in Saudi Arabia through reliable and trusted resources. Sub1: Unmute_572 expands and encourages creative solutions to any given project. Sub2: Unmute_572 will help you reach your best creative potential by providing all the missing components needed to be better. Sub3: Making connections between other creatives easy and productive.

Drivers: We want creative people in Saudi Arabia to join Unmute_572,connect with other creatives, and rent space. The creatives who do become a part of Unmute_572 community will be promoted in the annual event carnival.

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DESIGN

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01MOODBOARD

Finding the topic of interest for the project

After finalizing the brandâ&#x20AC;&#x2122;s concept and the creative brief. We had to design the brandâ&#x20AC;&#x2122;s identity and system visually. After we created our personas, we worked on three different moodboards, and each represented a different tone and mood for Unmute72. Within the moodboard, we chose the type of illustrations, photography, color palette and style of typeface. Many pieces of the moodboard have inspired the overlook of the brand.

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sketches

02LOGOS After setting the moodboard for Unmute72, we soon realized how diverse and colorful the brand truly is. We explored many designs for the logo, however, the best approach was an Arabic design logo. Inspired by a know quote among Arabs â&#x20AC;&#x153; Complete the letter forms to create a functional sentenceâ&#x20AC;?. In Arabic, some letters are formed with dots, without them we wont distinguish the type of letter. Hence, we wont be able to express the way we wish. Unmute are these missing dots, they provide them for those who need to better express their ideas.

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roughs

nMu e

572

unmute

572

Mute

Mute 572

57 2

572

un mute

mute

unmute 572

u n mute

UTE

unmute 572

57 2

UNMUTE 572

57 2

unmute

UNMU

unmute

572

UnMUTE

57 2 un mute

572 unmute UN

MUTE

572 unmute

UTE

unmute

un 72 UNMUTE 72

UNMUTE 72

572

mute

572

u nmute

572

UTE

572

UNMUTE 572

572

UTE

572

unmut e

unmut e 72 UNMUTE 72

unmut e

UNMUTE7 2

unmute 72

572

UNMUTE 72

unmut e 72

UNMUTE 72

UN 72

MUTE

UNMUTE UN 572 MUTE

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refinements

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final

PRIMARY COLORS

C MYK: 52.16-0-24. 31-0.39

C MYK: 0- 100- 64- 0.53

CMYK: 70.2- 100- 0- 0

RGB: 145-200-198

RGB: 202- 28- 76

R GB : 97- 47- 141

SECONDARY COLORS

C MYK: 20.92-2.48-95. 55-0

C MYK: 0- 0- 0- 20

RGB: 212-216-70

RGB: 208- 209- 211

ARABIC LOGO CUSTOM TYPEFACE ENGLISH ADAPTATION MUSEO 300, MUSEO 500

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A P P L I C AT I O N

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01DELIVERABLES

Finding the topic of interest for the project

Narrative: Unmute72 serves three purposes, each one will be explained and expressed through three different brochures distributed at creative events such as Art galleries, fashion show and so forth. Service: Unmute72 offers studio for rent, we will be designing ID access cards for each member in order to fully take advantage of the space and its resources. Along with merchandise accessories such as tote bags, members will be able to use them for their personal tools. Media Channel: A website designed to inform Arabs who are interested about Unmuteâ&#x20AC;&#x2122;s mission and purposes and also use its online platform as a mean to communicate with other creatives and share their work and thoughts. Also, An Ipad Application best serves the needs of the member on the go.

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sketches

A_ENVIRONMENT Three sets of posters were designed to inform our target audience of our brand. The poster intrigues and pulls in the reader through the illustrations and call out words EXPOSE, EXPAND and EXPLORE. The three purposes of Unmute72. These posters inform the reader about Unmute and its services, and reminds them of the date when registration open. At the bottom of the poster, contact information as well as social media link where Unmute72 can be found.

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refinements

Unmute _72 is a collaborative creative environment that is a strong and a reliable community for the creative Arab. Professional and hip group of people who come from different creative interests but who also deliver one purpose, and that is to be part of a creative tribe that originates in Saudi Arabia and has the passion to reach their creative potential.

To join, check our membership packages at our website, as a member you will be able to benefit from all the services that the Unmute _72 creative organization provides. A complete creative platform which includes the luxury of communicating with other creatives, and building collaborative projects on our website or onsite at our Studio work space, where you will also have the access to materials, tools and resources that will help you grow and be inspired. We will be there every step of your creative journey, come and join!

Unmute Studio Tour

more about Unmute _72

+966126655789 unmute@72.com 1408 Tahlia Stree, Jeddah

unmute 72 .com

UNLIMITED SPACES AVAILABLE, WE ARE AN ORGANIZATION WHO WELCOMES ALL THE CREATIVE MINDS, WE SEARCH FOR THE QUALITY RATHER THAN QUANTITY.

EXPLORE

UNMUTE72

join [UNMUTE_72] to expand your skills!

UNMUTE72

join [UNMUTE_72] to explore sides of creativity!

REGISTRATIONS OPEN 05.29.14

Unmute Studio Tour

more about Unmute _72

+966126655789 unmute@72.com 1408 Tahlia Stree, Jeddah

unmute 72 .com

UNLIMITED SPACES AVAILABLE, WE ARE AN ORGANIZATION WHO WELCOMES ALL THE CREATIVE MINDS, WE SEARCH FOR THE QUALITY RATHER THAN QUANTITY.

MAY

REGISTRATIONS OPEN 05.29.14

UNMUTE72

join [UNMUTE.72] to expose your abstract mind!

PA N D

MAY

REGISTRATIONS OPEN 05.29.14

from all the services that the Unmute _72 creative organization provides. A complete creative platform which includes the luxury of communicating with other creatives, and building collaborative projects on our website or onsite at our Studio work space, where you will also have the access to materials, tools and resources that will help you grow and be inspired. We will be there every step of your creative journey, come and join!

Unmute Studio Tour

more about Unmute _72

+966126655789 unmute@72.com 1408 Tahlia Stree, Jeddah

unmute 72 .com

UNLIMITED SPACES AVAILABLE, WE ARE AN ORGANIZATION WHO WELCOMES ALL THE CREATIVE MINDS, WE SEARCH FOR THE QUALITY RATHER THAN QUANTITY.

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Brochures What You Need To Do?

FAQ’S Membership is required to enter Unmute72 Studios and to join in classes. It’s easy to be part of the world-famous Pineapple Dance Studios – and start enjoying benefits like25% OFF PINEAPPLE CLOTHING* at Pineapple Covent Garden. All you have to do is look below at the various membership options and choose what’s best for you.

We are a collaborative creative environment that creates a strong and a reliable community for the creative Arab. They are professional and hip group of people who come from different creative interests and deliver one purpose. We make photorealistic exterior and interior images in high resolution. Our images will help you get a clear perception of your design process. We will make your ideas come to life!

BOOK A TOUR WITH US 1408 Tahlia Stree, Jeddah, Saudi Arabia +966126655789

WWW.UNMUTE72.COM

JOIN UNMUTE TO EXPOSE YOUR CREATIVE POTENTIAL!

LEARN HOW UNMUTE72 WILL HELP YOU EXPOSE YOUR CREATIVE MIND. Begin Your Creative Journey

* Concessionary Membership requirements - Annual Membership only: Terms and Conditions: I hereby understand and agree that the following conditions are mandatory for Pineapple Dance Studios (hereon in referred to as ‘the Company’) membership. I understand that the instructors operating at Pineapple are independent of the Company and are not Pineapple employees. I further understand the activities of the Company are of a physical nature and that the Company accepts no liability for any physical injury, loss or damage to persons. This applies to loss of property occurring on

Why Choose Unmute?

How Will We Help Expose?

UNMUTE72 is a collaborative creative environment that creates a diverse, strong and a reliable community for the creative Arabs. These Arabs are professional and hip group of people who come from different creative interests and deliver one purpose. If you want to be part of a creative tribe that originates in Saudi Arabia, Jeddah and has the passion to reach the creative potential, join us at UNMUTE72. To join, visit our website to find the right membership for you. As a member you will be able to benefit from all the services that the UNMUTE72 organization provides. It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English.

We are an organization that provids all the missing components that will help you better express your ideas and creative capabalities. With our complete creative platform that offers the luxury to communicate with other creatives like yourself. We build collaborative projects on our website or onsite at our Studio, where you will have access to materials, tools and resources to help you grow and be inspired.UNMUTE72 celebrates its members with annual events as well. We will be there every step of your creative journey, come and join! There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don't look even slightly believable. If you are going to use a passage.

B_NARRATIVE Three brochures were designed to serves the purpose of each EXPOSE, EXPAND and EXPLORE. Each one of them is a different service that Unmute72 offers. The brochure explains why Unmute72 is a good choice, how the brand can help them and what is the next step. All three posters follow the brand’s visual system and identity.

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Why Choose Unmute? FAQ’S Membership is required to enter Unmute72 Studios and to join in classes. It’s easy to be part of the world-famous Pineapple Dance Studios – and start enjoying benefits like25% OFF PINEAPPLE CLOTHING* at Pineapple Covent Garden. All you have to do is look below at the various membership options and choose what’s best for you.

BOOK A TOUR WITH US 1408 Tahlia Stree, Jeddah, Saudi Arabia +966126655789

WWW.UNMUTE72.COM

How Will You Be Recognized?

REMEMBER Photographs are not required for Day or Monthly membership Membership is activated on the day of your first class To purchase a concessionary membership, proof of student/Equity, Spotlight, etc, must be supplied on your initial visit to the studios

MEMBERSHIP FEES Day Membership (Adult) Day Membership (Youth) Monday – Friday 9am - 5pm SR200 SR100 Monday – Friday 5pm - 9pm SR45 SR230 Saturday - All day SR45 SR20 Sunday - All day SR250 SR100 Monthly 3 Months 6 Months 1 Year 1 year concession Cost SR28 SR68 SR105 SR160 £100 * Concessionary Membership requirements - Annual Membership only: Terms and Conditions: I hereby understand and agree that the following conditions are mandatory for Pineapple Dance Studios (hereon in referred to as ‘the Company’) membership. I understand that the instructors operating at Pineapple are independent of the Company and are not Pineapple employees. I further understand the activities of the Company are of a physical nature and that the Company accepts no liability for any physical injury, loss or damage to persons. This applies to loss of property occurring on

LEARN HOW UNMUTE72 WILL HELP YOU EXPAND YOUR CREATIVE SKILLS.

What You Need To Do? We are an organization that provids all the missing components that will help you better express your ideas and creative capabalities. With our complete creative platform that offers the luxury to communicate with other creatives like yourself. We build collaborative projects on our website or onsite at our Studio, where you will have access to materials, tools and resources to help you grow and be inspired.UNMUTE72 celebrates its members with annual events as well. We will be there every step of your creative journey, come and join! There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don't look even slightly believable. If you are going to use a passage.

JOIN UNMUTE TO EXPAND YOUR CREATIVE POTENTIAL!

Begin Your Creative Journey

FAQ’S

How Inspiration Is Triggered?

Membership is required to enter Unmute72 Studios and to join in classes. It’s easy to be part of the world-famous Pineapple Dance Studios – and start enjoying benefits like25% OFF PINEAPPLE CLOTHING* at Pineapple Covent Garden. All you have to do is look below at the various membership options and choose what’s best for you.

YOU DO NOT NEED TO BOOK A PLACE IN CLASS Bring two passport-size photographs to the studio and fill out a membership form and we’ll give you a membership card. Membership starts on the day (or you can purchase a gift certificate if you intend to start at a later date). REMEMBER Photographs are not required for Day or Monthly membership Membership is activated on the day of your first class To purchase a concessionary membership, proof of student/Equity, Spotlight, etc, must be supplied on your initial visit to the studios MEMBERSHIP FEES Day Membership (Adult) Day Membership (Youth) Monday – Friday 9am - 5pm SR200 SR100 Monday – Friday 5pm - 9pm SR45 SR230 Saturday - All day SR45 SR20 Sunday - All day SR250 SR100 Monthly 3 Months 6 Months 1 Year 1 year concession Cost SR28 SR68 SR105 SR160 £100 * Concessionary Membership requirements - Annual Membership only: Terms and Conditions: I hereby understand and agree that the following conditions are mandatory for Pineapple Dance Studios (hereon in referred to as ‘the Company’) membership. I understand that the instructors operating at Pineapple are independent of the Company and are not Pineapple employees. I further understand the activities of the Company are of a physical nature and that the Company accepts no liability for any physical injury, loss or damage to persons. This applies to loss of property occurring on

BOOK A TOUR WITH US

LEARN HOW UNMUTE WILL HELP YOU EXPAND YOUR CREATIVE SKILLS. Begin Your Creative Journey

Why Choose Unmute? UNMUTE72 is a collaborative creative environment that creates a diverse, strong and a reliable community for the creative Arabs. These Arabs are professional and hip group of people who come from different creative interests and deliver one purpose. If you want to be part of a creative tribe that originates in Saudi Arabia, Jeddah and has the passion to reach the creative potential, join us at UNMUTE72. To join, visit our website to find the right membership for you. As a member you will be able to benefit from all the services that the UNMUTE72 organization provides. It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English.

You Are Not Alone. Who Else? We are an organization that provids all the missing components that will help you better express your ideas and creative capabalities. With our complete creative platform that offers the luxury to communicate with other creatives like yourself. We build collaborative projects on our website or onsite at our Studio, where you will have access to materials, tools and resources to help you grow and be inspired.UNMUTE72 celebrates its members with annual events as well. We will be there every step of your creative journey, come and join! There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don't look even slightly believable. If you are going to use a passage.

JOIN UNMUTE TO EXPLORE OTHER INSPIRING MINDS!

1408 Tahlia Stree, Jeddah, Saudi Arabia +966126655789

WWW.UNMUTE72.COM

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studio

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website

C_MEDIA CHANNEL A website and an App designed, however, each has a different layout. The website is more interactive and detailed regarding services and activities concerning the creative member. On the other hand, the Ipad Application functions as a faster way to be updated with the latest news regarding the studio, events, and their peerâ&#x20AC;&#x2122;s work and be in touch with them.

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ABOUT US OUR SERVICES We are a collaborative creative environment that creates a strong and a reliable community for the creative Arab. They are professional and hip group of people who come from different creative interests and deliver one purpose.

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CREATIVE NETWORKING

WORK STUDIO

EVENTS

We make photorealistic exterior and interior

From sketches to finished design concepts,

As websites have become important sales chan-

images in high resolution. Our images will help

Case3D delivers full interior design solutions

nels for real estate properties, Case3D provides

you get a clear perception of your design pro-

with great attention to aesthetics and detail.

its clients with professional and efficient market-

cess. We will make your ideas come to life!

ing through project websites.

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WE ARE UNMUTE72

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WE ARE A CREATIVE TRIBE THAT ORIGINATES IN SAUDI ARABIA AND HAS THE PASSION TO REACH THE CREATIVE POTENTIAL

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Abdulqader Tunisi C0-Founder and Owner

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Mokhtar Chahin Project by Architect Luigi Bruno, Made in Santo Passaia s.r.l. Only on one place you can find touch of pure Italian design and details, that is project for Milano Exhibition 2014. Great design, awesome details and freedom with magic touch of 3D. Main focus is on the light and material quality, and of course on professional approach of Unmute72

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A DAY AT UNMUTE72 STUDIO A live stream capturing creatives at work at the unmute72 studio, witness the magic coming to life.

- WORKS OF AMAL ALNANIAH -

- UNMUTE72 -

HOMEPAGE This is the first screen that appears on the Unmute72 website. The Header includes: About, Creatives, Studio, Members and Contact information.

ABOUT In this section, it informs the user of the mission and principles of Unmute72 as well as the team involved.

- PROCESS BOOK -

- GR620 VISUAL THINKING -

- SPRING 2014 -

TEAM In the Team section, the shapes overlap each member to reveal another member and change in color.

CREATIVE Here in the creative section, all members could be updated with the most featured and latest work or collaborative projects, and it is also available for the public to view. However, to see the memberâ&#x20AC;&#x2122;s entire work and personal information, they would either need their permission or be a part of the Unmute72 community.

- WORKS OF AMAL ALNANIAH -

- UNMUTE72 -

Ipad app OPTIONS

SERVICES

EXPOSE

EVENTS & NEWS

EXPLORE

E X PA N D

S A R A H TA I B A H WORK PROGRESS

AT H R G A L L E R Y E V E N T

0 7. 1 8 . 1 4

PERSONAL LIBRARY

INSPIRING LIBRARY

M O R E U P DAT E S

ABOUT US We are a collaborative creative environment that creates a strong and a reliable community for the creative Arab. They are professional and hip group

UNMUTE72 CONTACT

of people who come from different creative interests and deliver one purpose. We make photorealistic exterior and interior images in high resolution. Our images will help you get a clear perception of your design process. We will make your ideas come to life!

ABOUT US We are a collaborative creative environment that creates a strong and a reliable community for the creative Arab. They are professional and hip group of people who come from different creative interests and deliver one purpose. We make photorealistic exterior and interior images in high resolution. Our images will help you get a clear perception of your design process. We will make your ideas come to life!

- PROCESS BOOK -

- GR620 VISUAL THINKING -

- SPRING 2014 -

- UNMUTE72 -

- WORKS OF AMAL ALNANIAH -

02OVERVIEW Unmute_572 is a pro creative organization in Saudi Arabia, Jeddah that unites creative Arabs from diverse disciplines ( such as, graphic design, painter, musician, writer, actor, dancer, architect and more), connects them with collaborative projects, and offer a creative space for rent. They provides materials and resources that nourish skills and inspire ideas. As to expose and celebrate creativity in Saudi, Unmute_572 has an annual event, through fun and interactive activities, many people in Saudi will be inspired to embrace creativity without compromising the cultureâ&#x20AC;&#x2122;s values or traditions.

- PROCESS BOOK -

- GR620 VISUAL THINKING -

- SPRING 2014 -

ÂŠ 2014 Amal Alnaniah UNMUTE72 GR 620 Visual Thinking, Spring 2014 Academy of Art University alnanaih011@gmail.com 415.217.9031 Instructor Michelle Ronsen Typefaces Gotham, Helvetica Neu, Adobe Caslon

Unmute72 Video Script

! !

Welcome to Unmute72 !

Unmute72 is a result of a series of steps as a part of a process. ! The very first step was to brainstorm topics that could result interesting solutions. ! From a list of likes, dislikes and interests it was narrowed down to five topics of interests. ! Each topic had potential for a good concept and solution. ! However, unmute72 was found most interesting to solve. !

Let us understand what is Unmute72.! Technically, it is this. ! The ability to hear sound.!

! !

However, Conceptually it is a problem Saudi Arabia is facing creatively. ! Meaning, voices exist but cannot be heard. ! Here is why:! Saudi Arabia is a conservative country that preserves cultural values and traditions. Any changes outside the traditional mindset could still be overwhelming for others. For that reason, creative fields are not as encourages as it is in the United States or Europe. Saudi is oblivious by how much creative thinking could benefit Arabs in Saudi Arabia. !

! !

On the other hand, the new generation in Saudi craves creative thinking, expressing and creative solutions. These Saudis need to cultivate their mind and skills with inspiration. They have turned to countries outside Saudi to freely indulge and express their creative interests. ! Saudi Arabia lacks:! Resources and Materials! Spaces to Cultivate creative thinkers ! Inspiring Environment and lifestyle!

For that reason, Unmute72 is the solution.! A creative organization that supports principles that help creatives to explore inspiring minds and share inspiration, to expand their skills and to expose their creative potential to the world. !

As part of branding Unmute, we created Three personas: ! The independent practitioner who is a primary target! The aspiring creative and the inhouse creative who are secondary targets. !

! ! !!

Also, a moodboard that could help determine the visual language for Unmute72. ! We want it to be creative, diverse, expressive and intriguing. ! Finally, after conceptualizing and sketching it was fitting that the logo is Arabic. We highlighted the diamonds to represent each principle. There is an Arabic quote, which means â&#x20AC;&#x153; complete the letter forms to create a functional sentenceâ&#x20AC;?. Hence, those creatives will better express when Unmute72 provides the missing components. !

Unmute72 Video Script The design opportunities for Unmute72.! Posters:! The Here are the initial posters. ! They had consistency and typesetting issues and we also had to reduce some of the content. !

! ! !

Here are the final posters:! The goal is to intrigue, capture and inform with dynamic imagery and play on typography. ! The posters were placed at bus shelters in Saudi Arabia and at malls where most young Saudis are. ! The brand’s deliverables:! First, A narrative in the form of brochures. ! Each brochure was to inform different services for each of the three principles; explore, expand, and expose. Followed with the same visual language and system of the brand. !

Second, a service.! Unmute provides a studio, therefore, ID pass cards were designed for members only. ! And some accessory merchandise such as tote bag for personal tools. !

Finally, media channels: ! A website was designed to inform creatives of Unmute72 and its services. To have an online platform to communicate with other disciplines. And to be up to date with creative events and latest resources. !

! !

Here is a preview of the website…..[showing web function]! The second Media channel was an iPad APP:! Designed as a modular grid for a clear, fast and easy navigation on the go. ! Here is a breakdown of what you can find on the app.!

! ! !

Here is a preview of the app… [showing app function]! Wether you are online or onsite, Unmute72 will help you be better at what you do.! Unmute72, ! to begin your creative journey, join us at unmute72.com

PRIMARY COLORS

C M YK : 5 2 .1 6 - 0 - 2 4 .3 1 -0. 39

CMY K: 0-100-64-0. 53

CMY K: 70. 2-100-0-0

RGB: 145-200-198

RG B: 202-28-76

RG B: 97-47-141

Amal Alnaniah GR620-Visual Thinking Unmute72 Narrated Video

SECONDARY COLORS

C M YK : 2 0 .9 2 - 2 .4 8 - 9 5. 55-0

CMY K: 0-0-0-20

RGB: 212-216-70

RG B: 208-209-211

ARABIC LOGO CUSTOM TYPEFACE ENGLISH ADAPTATION MUSEO 300, MUSEO 500

PRIMARY COLORS

CMYK : 52. 16- 0 - 2 4 . 3 1 - 0 . 3 9

CM Y K : 0 - 1 0 0 - 6 4 - 0 . 5 3

CM Y K : 7 0 .2 - 1 0 0 - 0 - 0

C M YK : 5 2 .1 6 - 0 - 2 4 .3 1 -0. 39

CMY K: 0-100-64-0. 53

CMY K: 70. 2-100-0-0

RGB: 145-200 - 1 9 8

RGB: 2 0 2 - 2 8 - 7 6

RGB: 9 7 - 4 7 - 1 4 1

RGB: 145-200-198

RG B: 202-28-76

RG B: 97-47-141

Amal Alnaniah GR620-Visual Thinking Unmute72 Narrated Video

SECONDARY COLORS

CMYK : 20. 92- 2 . 4 8 - 9 5 . 5 5 - 0

CM Y K : 0 - 0 - 0 - 2 0

R GB : 212-21 6 - 7 0

RG B: 2 0 8 - 2 0 9 - 2 1 1

SECONDARY COLORS

ARABIC LOGO CUSTOM TYPEFACE

C M YK : 2 0 .9 2 - 2 .4 8 - 9 5. 55-0

CMY K: 0-0-0-20

RGB: 212-216-70

RG B: 208-209-211

ARABIC LOGO CUSTOM TYPEFACE

I-Wish Organization

FIVE TOPICS OF INTEREST 123Skill I-Wish Organization I-Wish Organization I-Wish Organization I-Wish Organization Annoymous Professor 123Skill

LIKES! DISLIKES!

123Skill 123Skill 123Skill Filler Annoymous Professor

INTERESTS

Annoymous Professor Annoymous Professor Annoymous Professor Formed72 Filler Filler Filler Filler

Formed72 Formed72 Formed72 Formed72

WHAT IS UNMUTE? Technically, it is this

CONCEPTUALLY, It is a problem Saudi Arabia is facing creatively.

SAUDI ARABIA LACKS

Resources and Materials

THE SOLUTION IS UNMUTE72

EXPLORE

Space to Cultivate Creative Thinkers

EXPAND

Inspiring Environment and Lifestyle

EXPOSE

OUR TARGET AUDIENCE

INDEPENDENT PRACTITIONERS

THE MOODBOARD

ASPIRING CREATIVES

INHOUSE CREATIVE

CREATIVE! DIVERSE! EXPRESSIVE! INTRIGUING

THE LOGO

PRIMARY COLORS

“ Complete the letterforms to create a functional sentence”

CMYK : 52. 16- 0 - 2 4 . 3 1 - 0 . 3 9

CM Y K : 0 - 1 0 0 - 6 4 - 0 . 5 3

CM Y K : 7 0 .2 - 1 0 0 - 0 - 0

C M YK : 5 2 .1 6 - 0 - 2 4 .3 1 -0. 39

CMY K: 0-100-64-0. 53

CMY K: 70. 2-100-0-0

RGB: 145-200 - 1 9 8

RGB: 2 0 2 - 2 8 - 7 6

RGB: 9 7 - 4 7 - 1 4 1

RGB: 145-200-198

RG B: 202-28-76

RG B: 97-47-141

SECONDARY COLORS

CMYK : 20. 92- 2 . 4 8 - 9 5 . 5 5 - 0

CM Y K : 0 - 0 - 0 - 2 0

R GB : 212-21 6 - 7 0

RG B: 2 0 8 - 2 0 9 - 2 1 1

SECONDARY COLORS

ARABIC LOGO CUSTOM TYPEFACE

C M YK : 2 0 .9 2 - 2 .4 8 - 9 5. 55-0

CMY K: 0-0-0-20

RGB: 212-216-70

RG B: 208-209-211

ARABIC LOGO CUSTOM TYPEFACE

THE LOGO

DESIGN OPPORTUNITIES

POSTERS

FINAL

INITIAL DESIGN CONSISTENCY! TYPESETTING! REDUCE CONTENT

FINAL

POSITIONING

FINAL

BRAND’S DELIVERABLES

NARRATIVE

MEDIA CHANNELS: WEBSITE

SERVICE: STUDIO

MEDIA CHANNELS: WEBSITE

MEDIA CHANNELS: IPAD APP

PRIMARY COLORS

CMYK: 5 2 .1 6 -0 -2 4 .3 1 -0 .3 9

CM YK: 0 -1 0 0 -6 4 -0 .5 3

CM YK: 7 0 .2 -1 0 0 -0 -0

RG B: 1 4 5 -2 0 0 -1 9 8

RGB: 2 0 2 -2 8 -7 6

R GB: 9 7 -4 7 -1 4 1

SECONDARY COLORS

CMYK: 2 0 .92 -2 .4 8 -9 5 .5 5 -0

CM YK: 0 -0 -0 -2 0

RG B: 2 1 2 -21 6 -7 0

R GB: 2 0 8 -2 0 9 -2 1 1

ARABIC LOGO CUSTOM TYPEFACE ENGLISH ADAPTATION MUSEO 300, MUSEO 500

JOIN US AT WWW.UNMUTE72.COM