ECAE

Challenge

ECAE, the region’s leading institution for training educators through specialized master's programs, needed a new identity to reflect its evolving role. However, the team was strongly attached to the old identity and the legacy it held, posing the challenge of designing a new identity that honored the institution’s history while remaining recognizable to all its stakeholders.

Action

Through research and benchmarking, we developed a brand identity that balanced ECAE’s legacy with its future focus. We used the same approach for their launch campaign, "Masters of Tomorrow," positioning ECAE as a key force in shaping education's future. I led the project for two years, overseeing everything from art direction to social media and brand campaigns.

Creative Direction: Farah Saad
Logo Design: Hadi Alaeddin
Animation: Ahmad Sabha
Copywriting: Rania Abu Jaber

Concept

The logo incorporated quotation marks through the Arabic letter "و," symbolizing the power of information and diverse perspectives. This design element was used to highlight key insights, inspirational quotes, and even photos of ECAE’s students and faculty, reinforcing the institution’s values.

Result

The new identity created a unified and engaging experience, strengthening ECAE’s brand presence and core messaging. The campaign significantly boosted enrollment and increased engagement and awareness on their social media platforms.