Zain brand refresh. The identity (which FutureBrand originally designed) was becoming misused due to the size and diversity of the markets which it covered (one of the largest telecom providers in the Middle East and Africa). The brand needed an adaptable system that could be dialed up or down, but would always look consistent. We introduced a pattern which was sympathetic to the Middle East and Africa's visual vernacular. The pattern was used over imagery, supporting typography and also as a custom built font, created with the help of Fontsmith. Work carried out at FutureBrand
