01
Brand
Identity, guidelines, packaging and the system that holds them together. Usually starting from a mark, sometimes from one the client already owns.
Al Wafaa Dates
Studio
A small studio that makes things that have to hold up in a room.
Clayit works out of Abu Dhabi, Dubai and Amman on brand, event and editorial work. Most of what we make gets printed, mounted, handed out or walked past, which tends to settle arguments about whether a design is finished.
- Based
- Abu Dhabi, Dubai and Amman
- Works in
- English and Arabic
- Registered
- Clay It For Events
What we make
Three disciplines, and a frame from each.
02
Events
One key visual made to survive a dozen sizes, then everything the room needs: signage, invitations, agendas, media walls, table flags, film.
Masaood 2.0
03
Editorial
Long form print that has to be read rather than looked at, including bilingual layouts where neither language is the translation.
Al Masaood Magazine
Who it was made for
The list is short on purpose.
- Al Masaood Event identity, Environmental, Print
- Al Wafaa Identity, Packaging, Arabic type
- Twentis Identity, Guidelines, Digital
How the work happens
Three habits, applied to everything.
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01
Find the one decision
Most briefs contain a single choice that settles everything after it. A colour, a module, a horizon. We look for that before drawing anything, because the rest is consequence.
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02
Build it at the hardest size
A key visual is made at the size that will break it first, usually a name tag or a favicon, and then scaled up. Work built the other way around never survives the room.
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03
Prove it before it ships
Printed, mounted, held at arm’s length, or measured in a browser. Anything that cannot be checked is an opinion, and opinions are not deliverables.
No dates. No percentages.
Every case runs at roughly the length the work needs and carries as many pictures as the archive holds. The artefact is the argument, so reaching the end of one project starts the next. Bring us something that has to exist by a date and lead with the date, because everything else is negotiable.
6 cases, 115 frames, all extracted from the original working files.