ArabiaForce Academy ("Academy") is an NGO that seeks to increase Arabic representation in the tech industry by providing upskilling and career coaching to Arabic-speaking talents in underserved communities. They are dedicated to bridging the talent gap within the Salesforce ecosystem and meeting the rising demand for local talents from the region's local authorities and organizations.

The initial request was simply for ideas on developing a promotional video introducing the Academy. However, I saw it as the perfect opportunity to take a deep dive of their brand and narrative to ensure that their image and messaging remain cohesive in every medium.

To kickstart their brand journey, I prepared a brand exercise to help with:

Formulating their statement of purpose

Fine-tuning their brand personality and voice

Dissecting the intended audience's needs and perspective

In addition to this, I researched peer-organizations in terms of industry, services offered, and scale to encourage a more intentional and conscious approach to their branding.

A peek into the deck:

Are you looking to build your brand, but aren't too sure where to begin? I'd love to help.