The Tarsheed Carnival logotype was designed to reflect a natural balance between simplicity and identity. We started from a clean, simple font and shaped it into more organic forms inspired by nature. To create a stronger connection with the local context, some letters also echo the shapes of Arabic script.

To make the branding sustainable in its application as well, we worked on the CMYK composition of the colors. In print, each color is created through the sum of Cyan, Magenta, Yellow, and Black: the higher the sum, the more ink is used. For this reason, we chose a palette with reduced values, keeping the colors around 30% to limit ink usage and reduce environmental impact without compromising the visual result.

Events about sustainability are often perceived as predictable or not very engaging. That’s why we chose a different direction: to capture people’s attention through an unexpected, almost absurd hook, designed to spark curiosity without forcing the message. From there, the experience led the audience to reflect on the small everyday actions that, when combined, can truly make a difference.

The most important goal of this event was to reconnect people with nature. The problem is that we often started to see nature as a background, something around us, rather than something we are part of. That’s why the communication couldn’t simply show images of nature, especially if the event installations ended up covering it. The communication had to become nature itself. So we cut through panels and posters, allowing the real landscape to complete the message.

Over 10 days, the event engaged more than 4,000 people, turning sustainability into a direct experience: not something to observe, but something to live, move through, and rediscover.

To communicate the event, we brought the same tone of voice into the digital space. Nature was not represented in a literal way, but evoked through optical effects designed to capture people’s attention and turn the message into real impact.