Many non-profit youth programs may use an authoritative tone of communication that can be off-putting for young people and limit the program's effectiveness.
However, Almghweer, a program focused on Arab youth, followed an individualized approach by conducting in-depth research to understand the specific needs and interests of the youngsters they aim to serve.
Instead of telling young people what to do, the program provided them with tools and resources that they could use to make positive changes in their lives. This approach helped the program connect with the youth genuinely and authentically and avoid stereotypes that can be prevalent in traditional youth programs. As a result, Almghweer has come up with a fresh, innovative, and effective way of reaching out to today's youth.
To reflect the traditions of the UAE while also showcasing the forward-thinking nature of the region, Almghweer's brandmark uses a modern interpretation of traditional Kufi calligraphy.
Geometric forms and angular shapes characterize this style of Arabic script. The brandmark's stylized use of the Arabic letter Meem (م) is particularly noteworthy as it is flexible and can be used in different variations and forms.
The use of Meem in various forms and shapes gives a dynamic feel to the brandmark, making it easy to recognize. The brandmark is an excellent representation of Almghweer's mission of empowering the youth and its approach of being traditional yet forward-thinking.
The vibrant colors used in the Almghaweer brandmark help convey a sense of energy, youthfulness, and positivity, which aligns well with the program's mission to empower and inspire young people. Bright colors also make the brand easily recognizable and memorable, increasing awareness and engagement with the program.
Almghweer's branding and brand development effort by Punch was recognized at the Transform Awards MENA 2019, where it was awarded SILVER for Visual Identity and HIGHLY COMMENDED for Brand Strategy. Industry specialists lauded this rebranding and brand development excellence.
