Al Jalila Foundation - Dubai, UAE

Basma, meaning «smile» in Arabic, embodies the essence of Ramadan as a time for connection and generosity. Under the slogan “your gift, their smile,” the campaign is designed to inspire hope and healing for sick children. By partnering with various hospitality, leisure, and retail outlets across the UAE, the brand seeks to create a collaborative effort that resonates with the community. The visual identity reflects a warm and inviting aesthetic, reinforcing the message of compassion and the transformative power of giving during this holy month.

The project included a comprehensive suite of deliverables to support the campaign’s objectives. This encompassed the development of the name «Basma,» a cohesive brand identity, and detailed brand guidelines to ensure consistency across all platforms. Additionally, we created a partner’s toolkit to facilitate collaboration with participating outlets, along with an advertising campaign and engaging social media content designed to amplify the message and reach a wider audience.