TARAF HOME
Brand Identity & Visual System
Taraf Home is a heritage fabric brand rooted in Hebron, with a history dating back to 1920. The identity combines the fluidity of Arabic lettering with the movement and softness of textiles, creating a contemporary expression of the brand’s cultural heritage.
The visual system extends across packaging, stationery, retail applications, patterns, and social media, using warm natural tones and Arabic-inspired graphic elements to communicate craftsmanship, elegance, and timeless quality.
STRATA
Brand Strategy & Visual Identity
STRATA is a structural engineering and construction brand inspired by geological layers and the idea that lasting strength begins beneath the surface. The identity combines a geometric, layer-based mark with a restrained material-inspired color palette and bold typography to communicate stability, precision, and confidence.
The visual system extends across print, environmental graphics, construction materials, signage, and digital applications, creating a consistent identity rooted in engineering and the built environment.
Aster
Brand Identity, Art Direction & Digital Experience
Aster is a conceptual furniture and interior brand built around the idea that meaningful spaces are collected over time. The identity combines contemporary restraint with the warmth, materiality, and character of objects designed to last.
The visual system is centered on a distinctive swallow symbol paired with an elegant typographic wordmark. A natural palette of deep brown, olive, cream, muted blue, and warm wood tones creates a quiet and tactile atmosphere. Material textures, archival-inspired patterns, generous typography, and carefully composed photography extend the identity beyond the logo and give the brand a recognizable visual language.
The project was developed as a complete brand experience across print, physical, environmental, and digital touchpoints. Applications include stationery, business cards, product tags, material labels, editorial product documentation, storefront graphics, social media, and a responsive e-commerce website.
The digital experience follows the same principles as the physical identity. Large-scale imagery, restrained typography, generous negative space, and material-focused product presentation create an interface that feels editorial rather than purely commercial. Desktop and mobile layouts were designed as part of the same system, maintaining consistency while adapting the experience across different screen sizes.
Together, these elements position Aster as a contemporary furniture brand where craftsmanship, material, history, and visual identity become part of the same experience.
