Fully Booked Fair
Branding & Identity
Fully Booked is an art book fair held within a warehouse space in Alserkal Avenue, Dubai. The identity explores Arabic through its phonetic form, using the colloquial Gulf phrase “Halla Walla” as a starting point for experimentation between Arabic and Latin letterforms, spoken dialect, and transliteration.
The identity was inspired by visual similarities observed between Arabic calligraphy and blackletter typography. Influenced by time spent living in Germany, where blackletter appeared across street signs and shopfronts, the identity draws from the ornamentation and rhythm found within both scripts.
The identity extended across a range of printed applications including tote bags, flyers, prints, and large-scale graphics developed throughout the fair. A mural was also created as a central installation within the space, continuing the dialogue between Arabic typography, phonetics, and cross-cultural visual exchange throughout the event.
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