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ALWAN
 

COMPANY
ALWAN
CHALLENGE

The brief required the development of an original record label or podcast identity, encompassing naming, musical vibe, and a comprehensive style guide. Driven by a passion for the depth of the genre, I proposed "alwan"—meaning colors in Arabic—a multimedia collective and YouTube channel dedicated to the overlooked sub-genres of Jazz, from Japanese Funk and Ethio-jazz to Persian soul.
 

I set out to solve the problem of digital music consumption feeling transactional, instead building a sanctuary where music is felt as much as it is heard. The mission was to transform Jazz into a "listening ceremony," creating a space where diverse global sounds are received with intention rather than just played in the background.

ROLE
Creative Director & Graphic Designer 
APPROACH
I defined alwan’s ethos through a brand identity rooted in restraint and sensory ritual. I utilized an Arabic-inspired typeface and an earthy, emotive palette to mirror the tactile nature of the physical set design. For the promotional rollout, I integrated Wassily Kandinsky’s Composition VIII to embody synesthesia, mirroring the improvisational complexity of jazz through visual movement.
OUTPUTS
A comprehensive brand system consisting of a custom phonetic logo and a rigorous style guide. An event poster designed for a jazz evening, utilizing synesthetic art and minimalist layout logic to translate Alwan’s poetic identity into a high-impact, visually striking format.
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