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Sharing my concept submission for the Africa Prosperity Network (APN) "Make Africa Borderless Now" logo challenge. It was a great exercise in translating complex continental goals into a singular, scalable mark.
Congratulations to the winner and to the APN for launching such a historic movement for the continent. 🫡
Since I can still play with the concept now 🤭 , I’ll be sharing a full case study soon. This is just how I felt the movement might have looked if this direction had been selected.
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Really nice restraint here. The gradient system feels expressive without overpowering the typography — hard balance to get right.
Wujhat | Brand Identity
A premium tourist resort network in Oman, reflects the essence of rejuvenation, meaningful recreation, and reconnecting with loved ones.
The identity conveys hospitality, authenticity, and trust through a modern yet culturally grounded visual system. Rich earthy tones, refined serif typography, strong immersive imagery, and a blend of organic and geometric elements create a warm, elevated, and memorable brand presence rooted in the spirit of Oman
See full project and more context about it.
The earthy tones and refined typography capture that Omani hospitality feel really well. Culturally rooted without being cliché.
I’ve been testing AI tools to generate packaging concepts.
Here’s my honest take: AI is powerful, but only if you are clear.
If your prompt is vague, the result is generic. If your style direction isn’t defined, it defaults to whatever the model thinks is “good design.” Which usually means safe and trend-driven.
The better results came when I had the opportunity to art direct it or design a draft reference that I could use to guide the results.
And typography? Still hard, nailing intentional type systems is another story.
Are you using AI… or is AI designing for you?
Curious. do you usually sketch a rough type system first before prompting? Typography still feels like the real battleground.
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