MEFA

MEFA entered the public domain facing the challenge of making over 60 medieval Arabic manuscripts dating from the eighth to sixteenth centuries accessible and engaging to a broader audience without compromising academic rigour. The goal was to transform complex archival scholarship into an authoritative, trusted brand identity and digital presence.

The brand strategy established a visual and verbal identity system built from the ground up, balancing scholarly authority with public accessibility across all touchpoints.

A cohesive digital platform and publication framework were developed, translating specialized research on Arab falconry into clear narrative content, comprehensive manuscript bibliographies, and curated launch texts. This brand ecosystem seamlessly integrated high-level academic essays with key organizational partnerships including the Mohamed Bin Zayed Raptor Conservation Fund, the Sheikh Zayed Digital Falconry Library, and the Factum Foundation, establishing an authoritative public presence for historical conservation.