Brief

An annual campaign that made institutional impact data feel human without resorting to stock photography or cliché iconography.

Approach

Numbers were treated as the hero. Each campaign frame composed a single statistic in display serif against a single line of editorial caption — nothing else. Arabic and English typesetting were built to share a single visual rhythm.

Outcome

A six-week integrated campaign across OOH, digital placements, social, and a print annual.

Role

Graphic designer on the team, with a Creative Lead mandate on visual output — every frame, social adapt, print piece, and motion treatment had to pass through my visual QA before it left the Ministry. One bilingual spine, held consistent across every surface.