Launched in 2017 by the College of Architecture and Design at the Jordan University of Science and Technology, Tafaoul  (تفاعل) Grad Show was set to celebrate the achievements and the hard work of its graduates. It also sought to promote the importance of design to the public and ease the student’s transition into the workforce.

We were invited to collaborate in the creation of the 1st Tafaoul Grad Show. We leveraged the show as a platform for people to contemplate architecture and design as a rational response to human needs. This is why, it was named Tafaoul, which means interaction. We created a versatile brand identity that radiates with the optimism of design as a discipline and the ambitions of the graduates in college programs.

Our collaborative effort resulted in a brand and a campaign that promoted not only the grad show event but the work of students as well. We built a brand strategy that could function across various promotional materials, but also as a system that could be utilized for every year. This made it a distinctive creative event among all higher educational institutions.