Al adda is a non-profit organization by and for third culture kids.
It aims at transforming public spaces to foster a sense of belonging and create an environment for more dialogue among third-culture kids.
Third-culture kids have often found themselves to belong nowhere, the exception being a sense of belonging that they recieve from other third-culture kids like themselves.
Belonging in the unbelonging.
Al adda aims to bring together TCKs as a community which can help create an environment for more dialogue involving themselves.
Karak has become a cultural symbol in and of itself as something that connects both Indian and Emirati culture. It reflects the true essence of being a third culture kid in the UAE.
Al Adda’ aims to invoke a nostalgic sense without any class barriers.
As to be nostalgic of ones childhood, roots down their foundation to where their sense of belonging stems from.
As a result, I decided to develop an informal, bright colour palette with muted colours as such a palette would reflect the aesthetic of Dubai.
I found the typeface ‘Tarif’ which was inspired by the multicultural utopia of Convivencia – the peaceful coexistence of Muslims, Christians and Jews in tenth century Andalusia.
The inspiration behind this typeface reflected perfectly with my initial vision of co-existence and belonging. Alongside offering a friendly, diverse, yet very much local environment feel to the same.
Brand Identity
Digital Campaign
With my target audience being third culture kids and more specifically gen-z TCKs, I catered my digital campaign to get their attention on things they are most interested in.
I used motion graphics, carousels, typography, vibrant colors, and, most importantly, relatable content (memes) to get the attention of my TCK gen-z audience.
The bottom tier explains what al adda is to the new viewer, the middle tier consists of relatable content one can share with friends and the third tier teases the viewer with an engaging teaser campaign to get the audience guessing in the comments!
Print Campaign
My print campaign included tote bags, posters and badges to attract my target audience and have them proudly show their third culture kid-self!
The tone of voice al adda uses is friendly yet informative.
This relays a brand personality that’s fun, approachable and interested in having a good time with friends!
The more the tone of voice emphasizes these qualities, the more customers associate Al Adda with social settings, friends and recreation.
