Work / Islamic art, modern grammar
Islamic art, modern grammar.
A full rebrand for Al Khaleej Takaful Insurance — geometric Islamic art as a living system, modernised for digital, print, and branch.
A full rebrand for one of Qatar's oldest takaful firms — a visual system built on the geometry of the eight-point star, made to sit as naturally on a mobile app home screen as it does on a branch window in Souq Waqif.
· Notes
System & applications
Al Khaleej Takaful · 1978 → today الخليج Takaful Full identity · guidelines · bilingual OverviewThe brief A forty-year-old insurance firm with roots in Qatar's Islamic finance tradition, staring down a generation of customers who pay premiums from a phone. The mark needed to feel trusted by the grandfather and clean enough for the grandchild — neither "heritage gift shop" nor "fintech that forgot where it's from".
The constraint: every existing customer would still recognise it as theirs. A rebrand, not a reboot.
· Approach
How we worked
01 — A visit to the source
We started in Souq Waqif and the Museum of Islamic Art. The eight-point star — khatam — isn't decoration in this tradition; it's a mathematical statement about protection and wholeness. Takaful, mutual protection, meant the mark could carry the concept honestly.
02 — Geometry as a system
Not one logo — a grammar. The star was built from a repeatable unit that could compress into a favicon, expand into a branch facade, and pattern across a policy document without losing its centre.
03 — Typography with two native languages
A custom Arabic wordmark drawn in dialogue with the Latin — same stroke axis, same counter rhythm. Neither was asked to mimic the other; both were asked to belong together.
04 — Rolled out, not just delivered
Stationery, app UI, branch signage, vehicle livery, policy documents, social templates. Sixty-plus pages of guidelines, plus a half-day workshop with the internal marketing team so the system could live past the agency handover.
· From the work
Islamic art, modern grammar.
Pages from the Al Khaleej Takaful rebrand — Islamic art, modern grammar.
· Next project
A factory, rebranded. →
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