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Untitled _two

This is the beginning. It is always the beginning. An experience that starts Untitled and that never ends.

Feras Sobh


this book is made using 99%

Helvetica


If the doors of perception were cleansed every thing would appear to man as it is, infinite. William Blake


Untitled _two

This is the beginning. It is always the beginning. An experience that starts Untitled and that never ends.

Feras Sobh

This is Untitled, a collection of my work. Untitled_two is a collection of the work I did after graduation. During the 2 years after the graduation I’ve worked as a freelancer and later got a full time job. Also I’ve worked on some of my personal work to keep my soul alive. Untitled series is a chapter of a book, a part of a letter, or a new file on a computer, saved as Untitled. This chapter intends to mark a beginning to a new creative change.


content again

the invisible

pink tank

monyati

tandushi

nouran

berrydrops

bucket of sand

05 - 06 07 - 08 09 - 12 13 - 14 15 - 16 17 - 18 19 - 20 21 - 22


miscellaneous

the little big office

series of websites

list of clients

time for dessert

exclamationnk project

!nk

the wall

23 - 32 33 - 34 35 - 39 40 - 40 41 - 42 43 - 44 45 - 56 57 - 58


_two | again

6

_again All I ever needed was time, and now i need more time. Soon, I’ll even need more. The map had changed, and is no longer connected to the stars. Although, it looks random as ever, but there is order in such chaos. And now, that the road is clear, the best thing to do is just move on at full speed. It has been almost 2 years since I started my job as a Graphic Designer, and I still believe that I need more time. More time to put things in proper perspective, more time for ideas to crystallize and become clearer, more time to see the picture, once painted in my head, of what things to become. But I’m starting to think that I don’t have such time and that if a change is to be done, it must happen as quickly as now, with only few seconds to spare. So, I have decided to collect the work I have been doing for these years, or at least the work I consider rewarding and meaningful.

I have been working on Untitled_two for 6 months now, and I’m quite pleased with the outcome (but not satisfied). In Untitled_two, I gave myself more space to express my ideas and thoughts of what I believe I need to consider in the years to come, in addition to what I missed in the past years.


_two | the invisible


8

the invisible “I will soon have to become active again, definite, reduced in size...” Henri Michaux Michaux describes a man waking up as a cloud that lacks form and purpose in such a state, wondering aimlessly in a stream of unconsciousness. Though, it’s only a matter of will and time, that this cloud will start to form its shape by its own, focusing on the element of itself, becoming definite and centered. I thought of this many times, of how my job was dressing me rather than the other way around, of how my product becomes my image, which leaves a person at this stage in some kind of a loss. Soon, I will be nothing but a recyclable product sitting on a bench with a bunch of replicas of the same type, labeled for whatever reason the market wants me to be. As a beginning artist and creative person, it is easier for me to depend on my human instinct to define what could be harmful to my career, so I realized that being put in a position where my main purpose is to produce and sell (more than 90% of the time) is not to my benefit, and that by time, this starts to be embedded in my creative system, and I will no longer depend on my mind to think before I function, which doesn’t separate me from a machine or (simply) a guy in a greasy, cluster-phobic, chicken suit giving out offer flyers.

That is why, I kept reminding myself of the real being of a designer, and an artist, which is the freedom of ideas and vision. If someone would strip an artist from that, then there would not be any purpose for his being. Here, Where I knew that I have to focus on the value of my creativity and passion. Finding an environment where it is easy to share and communicate ideas with the help of professionals and creatives who have been in the process and who I can benefit and learn from rather than them benefiting from me.


_two | pink tank

9

Concepts

Final

1

2

3

4

Pink Tank’s is a think tank that manages cultural events using its vast knowledge and experience in the field.

I want the design of the identity to have a touch of subtle busyness to it. The scribble was my vision of a cloud of thoughts, a session of ideas going back and forth in a confined space, a thinking bubble.


_two | pink tank

10

Typeface

Custom modification of Bank Gothic by Morris Fuller Benton.

Font

Myriad Pro

AaBbCc0123

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&@(!?><)

Colors

The final look contrast the busyness and the ongoing motion of the icon with a subtle typeface with hard edges. I also wanted to use colors that suggest professionalism and security with the calming use of the aqua blue and the elegance of the grey.


_two | pink tank

11


_two | pink tank

This is one of the final versions of the website developed for Pink Tank. The main purpose of the website was informative, so I wanted to focus on the layout rather than the visual aspect.

12


_two | monyati

13

Final

Concepts

1

2

Monyati is a fashion store for the Emarati woman. Mainly, I wanted to focus on using the black color which reflects the Abaya, in addition to making it purely simple using only a typography to relate to the simplicity of the Abayaâ&#x20AC;&#x2122;s design.

3

My main concern while working on the logo is to provide Monyati with a sharp mark and identity that would form a clear understanding with the audience. Monyati had to visually represent its identity using its form and visual qualities only, without the need for any literal representations.


_two | monyati

14

Typeface

Both English and Arabic typefaces were created from the font Baskerville.

Font

Baskerville

AaBbCc0123

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&@(!?><)

Colors

I gave the Arabic type face more freedom to shape its own self, by restricting the beginning of it and let the end flow.


_two | tandushi

15

Final

Concepts

1

2

Tandushi is a restaurant that offers both Indian and Japanese cuisines. The client ached for a clear and a literal image of both styles of cooking, rather than my initial idea of focusing more on representing that with a clear visual language that focuses on the harmony of the mix.

3

The restaurant itself was cut in half with 2 distinct and different styles, one for the Indian and another for the Japanese. I wanted to show that separation, especially in an effort to bring an impact on understanding the naming process.


_two | tandushi

16

Typeface

Custom modification of Alpine Script by Charles Borges de Oliveira.

Font

Baskerville

AaBbCc0123

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&@(!?><)

Colors

I choose to play with Alpine Script, because of its fluid and slanted form, which relates to the Indian and Japanese culture of typography.


_two | nouran

17

Concepts

Final Option 1

1

2

Final Option 2

3

4

Nouran is considered to be one of the biggest lighting galleries in U.A.E. and the gulf. In their rebranding process, I had lots of research to do in order to bring their 30 years of expertise into the picture.

In the options presented, I wanted to create a visual language unique only to Nouran. Something that represent the effect and the subtlety of light rather than lighting as a physical object, which will limit the image.


_two | nouran

18

Typeface

Font

Arial

AaBbCc0123

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&@(!?><)

Colors

Both typefaces created had to be as fluid and as flexible as possible in order to continue on with the development of the identity.


_two | berrydrops

Option 1

19

Concepts

1

2

Option 2

3

4

Berrydrops is an online baby and mother shop. The client came to us with a clear image of a gift box in their head and they wanted it incorporated into the logo. Since the visual representation was already decided, I only had space to work with typeface that would reflect the celebratory feel of the icon.


_two | berrydrops

Typeface

Font

Helvetica Neue

AaBbCc0123

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&@(!?><) Colors

20


_two | bucket of sand


22

bucket of Sand Here, things started taking a different direction. That was not expected. Many times I would have a few projects that are urgent, some are just important, some that are subconsciously have to be moving, and others are paused. I would not know which to focus on now and which later, and which are the right ones to think of. Although, this is the regular day of the creative field, it gets very hard to look at things in perspective. I recently read an article about Energy Lines in office, which I started performing myself in order to classify which projects require the most amount of energy. The Energy Line is simply a line with hot and cold ends, then I place the projects that require the most amount of energy on the hot end, and the low energy projects on the cold end. Little by little these projects will start moving along the lines, flushing out the one that are complete.

At some times, I would have more than 5 or 6 urgent jobs a day, and it would be like filling a bucket with sand, just trying to fill up the time container that I have with as much work as possible, until the sand starts to pour out. Here is when I realized that this recycling of art that takes place everyday does not really benefit my creative soul. I went through a huge amount of classification in order to decide which jobs will have to take place in this section, so I decided to just choose work that show a variety of mediums rather than filling it up with all the sand I got.


_two | miscellaneous

23

Emirates Stars is one of the first clients I ever worked with. The logo was already established, so my job came in later to bring a visual approach to the Hotelâ&#x20AC;&#x2122;s menus, brochures, flyers, form and even newspaper ads. Above is a brochure that contains information about the Dubai Hotel and its services.

To the right is a feedback form, distributed to the rooms. The difference between informational and promotional material had to be distinct in both color and material.


_two | miscellaneous

24

Outside

Inside


_two | miscellaneous

25

Vintage Chocolate Lounge is the first professional Chocolate Lounge in the U.A.E. The distinctive method applied in processing the chocolate makes Vintage a one of a kind shop, because of the nature of the Ecuadorian rain forests it grows in and the natural process it goes through. Above is a Newspaper ad designed for the Herald Tribune announcing the opening of Vintage Chocolate Lounge in Dubai Mall.


_two | miscellaneous

Above is a flyer that was distributed around Dubai Mall, defining the benefits of such healthy chocolate and the nature it grows in. Images were purchased from Gettyimages and iStock.

26


_two | miscellaneous

27

A brochure for Redken Hair Advance Treatment. The launch campaign included a showcard and a price card to be distributed in the participating salons. During my work with Redken, I have designed product launch campaigns for Real Control, Color Extend Sun and Color Extend.

To the right is a promotional gift voucher for one of Redken Salons in Dubai Mall.


_two | miscellaneous

28


_two | miscellaneous

29


_two | miscellaneous

30


_two | miscellaneous

31

Hamarain Tours came to us to design the visuals for their office window panels in Hamarain mall. I wanted the visuals to go along the windows as one continuous image.

The designs were divided into an international panel displaying the 7 wonders of the world, a regional design with the desert and one for a colder, European environment.


_two | miscellaneous

32

A brochure with information about the tours that Hamarain offers.

The last page had a pocket for tours rate cards and future promotions.


_two | the little big office

THE LITTLE BIG

OFFICE 2

1

8

5

7

4

1 A Mac

2 Chair

3 Coffee

6

4 Books

3

5 iPod

6 Sketchbook

7 Electricity

8 Desk


34

“Our office is the size of a bedroom. Things can’t get out of hand.” Many would find such a small space prohibitive, but the Burkmans use it to their advantage; without the luxury of space to clutter, only the most essential items live in their space. “An office is an office. I get more creative being in the markets and streets of Asia.” Burkman Bros

No matter what the size of an office is, the designer’s vision always tries to escape that box. I always try to keep myself around sources of inspiration whether its a good book I love to read, music, an empty piece of paper or even the faces of people. In such case, it is better to think that these walls are no boundaries for creativity.


_two | series of websites

35

iSTYLE is the first website I worked on at Fikra. My creative director was working on the project, and then it was transferred to me. iSTYLE wanted something fresh and new, a website that combines both elements of Apple and iSTYLEâ&#x20AC;&#x2122;s identity.

I wanted the Home page design to be compact, working on a layout that combines news, ad banners, new products, and events in one view, without the need to scroll or go to another page.


_two | series of websites

Going to other pages loads in the same window, and keeping the same compact notebook layout. Classifying the products into simple categories was very important to keep the information organized in one place without the need to open pop-ups or new pages.

36


_two | series of websites

37

Arab Business Machine, the mother company of the iSTYLE store, wanted to refresh the look of their website. The new website would serve as an independent apple reference in the U.A.E.

The client wanted the design to relate to the notebook concept used in iSTYLE but with a more professional look that matches the identity of Arab Business Machine and apple.ae.


_two | series of websites

38

Browsing products (Horizontal scrolling)

Information display of the selcted product. (Vertical scrolling)


_one | fotografia

11

One of the concepts developed as a source of Dubai News source. The website would serve as a main reference to Dubaiâ&#x20AC;&#x2122;s events and local news.

The final design focuses more on the layout and placement of the news and information, with a nice touch of visual candy portrayed in the newspaper background and frame of the website.


_two | list of clients

40

That was only a small showcase of the projects I worked on in the years from 2007 to 2009.

Client List Arab Business Machine

Act Decor

iSTYLE

Faysal Holding

L’Oréal Professional

Muntaj

Kérastase

Fashion Destination

Redken

Monyati

Loft Fifth Avenue

Lotus Hospitality

Babybling

Emirates Factories.

Vintage Chocolate Lounge Pink Tank Souq Al Bastakiya Al Bastakiya Art Fair Emirates Stars Hotels Hamarain


_two | time for dessert

42

funny dessert â&#x20AC;&#x153;Let me bake it my way. If this doesnâ&#x20AC;&#x2122;t work, then at least I can say I tried. â&#x20AC;? Try to take a kid to a candy store, then limit him to one type of candy only. This type happens to be colorless, tasteless and has no shape. Designers cannot be limited because of the same reason. We enjoy exploring different colors, different layouts and see which work. I spent the last year taking design briefs like subscribed medicine. In addition to outlining the job descriptions for me, the director would also give me a load of ideas that he had himself about the job or what he thinks is the best direction and places that are safe for me to go and places that are not. And by the end of such brief I would be all lost in the image that he drew for me, not able to go through with it and not able to start my own, and I end up with designs that do not satisfy my passion for the job nor pushes the job to its best.

That to me is tasteless dessert. The idea that designers get briefs sometimes from people or are also inexperienced with design or are not designers or artists themselves. This results many times in lowering the standards of creativity and end up with a recycled commercial work that adds nothing new to the market.


_two | the exclamationnk project

the excelamationnk project Exclamationnk is a side project of Fikra. The project focuses on creating graphics that drape different kind of objects from T-shirts, notebooks, to furniture. Lately I started working on !nk online, where these products and more would be sold, in addition to providing news and future updates.


44


_two | !nk

45

A tribute to one of my favorite film directors, Tim Burton. The background is a mix of visuals representing some of his films such as Big Fish, Edward Scissorhands and Corpse Bride.


_two | !nk

An explosion of musical forms from a not. The shape is a mix of electronic textures and rocky edges with the word music embedded in the form.

46


_one | fotografia

11

And so, I started taking notes, writing, imaginging with the idea of putting all these things in one box, one concept that will gather my love of being a designer, an observer of the shapes and forms around me. After all, our eyes are our tools (in adition to yours).

This is the way we communicate and this is the way I had to do it. Let me capture your attention (if I havenâ&#x20AC;&#x2122;t already) and let me show you my way. And, of course, why not? we can talk all about it, later.


_two | !nk

Faces of my favorite actors in a gooey form of mix. The design was adapted into different T-shirts of different colors, in addition to a different design following the same theme for notebooks

48


_two | !nk


50

Online concept 1 welcome to ink city. As a different approach to the monochromatic view of exclamationnk, ink city is an online experience that guides you around different services that exclamationnk provides. I wanted to give the city an isometric view to mimic classic video games view as going around shops and walking around the city relates to some games. We always as a team talked about the possibility of having a physical shop for ink. Though since the plan is not in the current time frame, I thought of making a physical shop in a fictional online city, where the experience of browsing the products, buying them is simulated. There would be a gallery to preview upcoming designs, a bank to withdraw money, even a telephone booth to send message to other members, kind of a whole simulated mini experience. Users will have the ability to customize their characters, interact with each other and visit the many attractions around the city.

I watched many videos that talk about classic video game designs and pixel art. I even wanted to create a pixel art city, but I thought that the vector isometric design gives it more character as it blends more than one style together which makes it unique and gives it more depth with the use of 3D effects and shadows. This concept was rejected because of some technical difficulties that surpasses our team. Also, the fact that the new look of ink took a 180 degree turn from its former looks, which was achieved in the 2nd concept.


_two | !nk


52


_two | !nk


54

Online Concept 2 Never put your head inside the washing machine. The second concept I worked on is an info-graphical approach to a laundry day. The concept came from Airlines emergency leaflets. I thought I could make similar animations portraying printing on T-shirts using a washing machine as a funny animated experience with a stupid twist. The concept goes along the monochromatic identity of ink as all the illustrations are all in black and white, but with hints of color that focuses on main events of the animation. The basic idea is having two characters go through small issues of laundry, like the title suggests â&#x20AC;&#x153;Never put your head inside the washing machineâ&#x20AC;?. Some of the animations can hold messages on how to set up the machine for a bubble bath to the cloths or on how to remove a stain from your favorite shirt, though all these messages will have a humorous side that only uses these information as cover.

There has been great visual inspiration from Japanese infographics. I remember watching one that explains the process of voting, which starts with smudging the thumb with ink and stamping it on the selected candidate. Although the process is pretty clear to a 5 year old, the purpose of the animation was only humourous and to mock and make easy of such serious matter. Thatâ&#x20AC;&#x2122;s when I wanted to take ink to another direction to promote another use to the website other than buying and previewing the products and the designs, by using such animations as a series that goes along the website experience.


_two | !nk

55

I created two characters in which the animations would revolve around. These characters would make the story more intriguing and relatable. In addition to them, there is Stain, which is a small character that has a deep love for cloths and likes to stick itself to them. This character adds a twist and a struggle to the laundry day.


_two | !nk

I have created a simple story board for one of the animations that describe the process of printing a T-shirt using ink, a white T-shirt and a washing machine. Of course, most of these animations and information would be obvious for their humorous purposes and will not be practiced at home. Or will they?

56


_two | the wall


58

the wall â&#x20AC;&#x153;Honesty and dedication should do it.â&#x20AC;? I still remember when I thought about that during my last internship. Dealing with professionals has taught me that honesty and dedication to the work will always make the difference. 3 years after that, I still believe that this medicine still works. As long as I believe in my talent and my will to learn, then things should follow through. Though, I always felt that no one should be put in a position, where he is forced to betray his beliefs and origins. That is why I kept messages that helped me through in a wall where I work. It is always good to be reminded every once and a while. Note: I just read my last ending in Untitled_one, and it seems that my writing skills still need some (or more) work.


letâ&#x20AC;&#x2122;s talk again +971 50 5390743 feras@ferassobh.com


www.ferassobh.com


Untitled_two