Branding a Breast Cancer Campaign

Project Pitching a campaign idea for the Women Hospital in Saudi Arabia

Team Art director and Copywriter 

My Role led concept development and design, and served as the primary client presenter

Story We chose the tāʾ marbūṭah, one of the primary indicators of femininity in the Arabic language, and used it as the foundation for our breast cancer icon reinforcing the concept through both linguistic and visual symbolism.  

Applications  In close collaboration with a copywriter, I co-developed the full campaign, including posters, pamphlets, and media ideas

Possibilities This concept is flexible and can easily be developed into an app for women in the Gulf and the wider Arab world. The app would be free and accessible to women from all backgrounds, particularly within conservative communities where figurative imagery is not a preferred medium of communication.

Many Arab women delay seeking medical care or visit a gynecologist much later than recommended. Additionally, due to the high cost of healthcare services in many Arab countries, where the system is largely privatized, women often avoid preventive checkups altogether. The app could address this by raising awareness about the importance of early screening and highlighting how significantly more affordable early checkups are compared to late-stage treatment.