branding//digitaldesign//socialstrategy//copywriting

A.MAL.

When we say we want to do ‘good’ work, this is exactly what we mean! We knew Jessica was a dream client from the off, when we bonded over our shared values and experiences as WOC, and we jumped at the chance to work on her new platform, A.MAL.

A.MAL casts a critical eye on past and current social issues, working collaboratively with international artists to produce bold, impactful speculative art that looks to a hopeful future.

At its core, A.MAL values our shared human connection and empathy - which is something we can’t shout about enough.

We were psyched to help realise her vision and create a brand from scratch, featuring a logo suite, web design and social launch plan.

web build: Jessica El Mal & Eliot southwell

Playfully challenging hard issues.

 Amal: /əˈmɑːl/ - 'Hope' in Arabic.

 Mal: /məˈl/ - Latin root word meaning 'Bad'. 

A.MAL’s focus on ecology, migration and post-coloniality was our inspiration in creating a fluid and flexible identity. With such a large scope of future projects, we created a core logo that is simple, recognisable, and - most importantly - malleable.

Ocean-inspired gradients, a striking Majorelle-esque blue, and some freaky af distorting, make for a brand that is switched on and impactful for all its unconventionality.

Never lost in translation.

We’ve included Arabic elements in A.MAL’s logo suite, not only as a nod to founder Jessica’s Moroccan heritage, but as a commitment to authentic and respectful collaboration with Arabic artists. As a celebration of Arabic calligraphy (and a gorge graphic element), the blue diamond is the touchstone of A.MAL’s branding and remains the same, no matter how the text is distorted.