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Masaood 2.0

An internal event for Al Masaood: a stage, a media wall, signage, print and film, all from one image.

  • Masaood 2.0
  • The invitation, 297 by 460 mm.
  • The agenda.
  • A name card, both faces.
  • Name tags, as sent to print.
Client
Al Masaood
Studio
Clayit, Dubai and Amman
Scope
Event identity, environmental, print, motion
Largest print
The media wall, 3000 by 2000 mm
Pieces made
Eleven, from the key visual to the animated cut

An internal event identity for Al Masaood, built on one key visual: the group monogram standing in still water at first light, with the city behind it and the light coming through.

A single image had to work at a dozen sizes and never lose its horizon. It runs full width across the stage screen, it crops down to a table flag, it holds on a name tag, and it survives being blown up to the width of a media wall. Around that sit the printed pieces, invitation, agenda, name tags, table flags and outdoor banners, all carrying the same gradient from deep blue up into sunrise.

Masaood 2.0
The invitation, 297 by 460 mm. The agenda. A name card, both faces.

Laid to one scale: the media wall artwork, 3000 by 2000 mm; the invitation and the agenda, 297 by 460 mm each; a name card, 200 by 69 mm. The three printed pieces are shown at their size against the wall above. The same image at every size, and it never loses its horizon.

The chevrons flanking the monogram do the wayfinding on their own, so the directional signage needed no extra language added to it.

The same image flies outside on the flags and stands on every table.

Directional signage artwork: the chevrons flanking the monogram do the wayfinding on their own.

What we made

  • Key visual
  • Stage screen
  • Media wall
  • Directional signage
  • Outdoor flags
  • Invitation
  • Agenda
  • Name tags
  • Table flags
  • Vision and values panels
  • Animated cut

Work

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  • The invitation, 297 by 460 mm.
    The invitation, 297 by 460 mm.
  • The agenda.
    The agenda.
  • A name card, both faces.
    A name card, both faces.
  • The media wall artwork at its largest print, 3000 by 2000 mm.
    The media wall artwork at its largest print, 3000 by 2000 mm.
  • Name tags, as sent to print.
    Name tags, as sent to print.
  • Directional signage artwork: the chevrons flanking the monogram do the wayfinding on their own.
    Directional signage artwork: the chevrons flanking the monogram do the wayfinding on their own.
  • Directional signage in a corridor.
    Directional signage in a corridor. Render.
  • The stage, with the key visual across the main screen.
    The stage, with the key visual across the main screen. Render.
  • Outdoor flags at the entrance.
    Outdoor flags at the entrance. Render.
  • A table flag.
    A table flag. Render.
  • The media wall in the room.
    The media wall in the room. Render.
  • A frame of the animated cut.
    A frame of the animated cut.