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Launched in 2022, Amal is a new online retailer operating out of Dubai, bringing an Amazon-like shopping experience to untapped markets like Iraq and Egypt.
The task was to create a visual identity that feels home-grown and resonates with Middle-Eastern values and aesthetics, but at the same time feels more refined and sophisticated than other local providers.
I was commissioned by Astound Commerce to lead the development of the visual identity, providing a full service from creating initial concepts to final artwork and brand guidelines.
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