Beneficiaries reached by Ma'an
Exhibit 04 · Social impact · Abu Dhabi
Athar+Where impact gets an identity.
A bilingual brand and platform system that brings institutional authority, entrepreneurial energy and community invitation into one recognizable hub.
The work had institutional weight. It needed an identity that could make that impact feel human.
Athar+ is Ma'an's dedicated hub for social enterprises, nonprofits and impact organizations. It arrived with a mission, physical space and powerful backing, but without a system that made the initiative distinct.
Community contributions collected
Volunteers mobilized
Connected bilingual impact system
Impact larger than its signal.
Athar+ supports the organizations building Abu Dhabi's third sector through space, professional services, programmes, mentorship, events and community.
The identity had to project government-backed credibility without feeling bureaucratic, and community warmth without losing institutional authority.
Government credibility. Community intimacy. Movement energy. One system.
Official and inviting, simultaneously.
Most institutional identities land at one extreme: credible but cold, or energetic but lightweight. Athar+ needed both registers and had to work natively in Arabic and English.
The brandmark fuses the English A, Arabic Alif and plus symbol. The visual system pairs deep forest authority with aqua openness, lime energy and warm sand humanity.
A flexible identity for institutional and community contexts
From mark to movement.
The identity became a working system across the hub, digital platform, events, presentations and public communication.
Define the platform
A dedicated third-sector hub with a clear role: empower lasting social impact through collaboration and support.
Unite the scripts
A bilingual-primary logo, typographic hierarchy and bidirectional grid gave Arabic and English equal visual integrity.
Scale the signal
Website, event environments, social templates and partner materials follow one documented operating system.
The impact
toolkit.
Explore the identity rules, application formats and bilingual logic created for teams and partners to execute consistently.
+ + +
Space · services · programmes · community
A recognizable home for collective impact.
Athar+ launched with strategy, identity, guidelines, a bilingual website and a comprehensive application framework.
The system now connects physical space, events, digital communications and partner materials without depending on one designer or campaign.
Visit the official Athar+ website
IdentityInstitutional and humanLanguageStructurally bilingualPlatformDigital expression of the hubApplicationFrom co-working wall to social grid
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