Overview
Elevate Arab and Arab American culture through music, design, and community events. Countering negative stereotypes with positive, constructive storytelling and nostalgia for the diaspora.
A cultural brand, an online store, and an event organizer. A platform for sustainable, ethical production and social change, bringing Middle Eastern pop culture to the forefront.
A corporate entity or a fear-mongering outlet. It is not about extractive commerce but about elevating voices and awareness through cultural visibility.
The Challenge & Mission
Started with a childhood nickname and a Spotify playlist. Evolved into a hub for the Arab diaspora to celebrate their heritage through apparel and events.
Countering the fear-mongering narratives about Arabic culture in Western media. Navigating the complexities of cultural representation and displacement.
Community-Powered Events. Partnering with institutions like the Kennedy Center to host festivals with over 1,100 attendees.
- Platform: WordPress
- Store: WooCommerce
- Marketing: Eventbrite & Instagram
Product Strategy
Cultural Resarch
Finding: The Arab diaspora seeks products that evoke a sense of home and cultural pride.
Method: Community engagement and personal lived experience.
Impact: Designs like the Keffiyeh heart and “Ceci N’est Pas une Pastèque” resonate deeply.
Finding: Authentic cultural representation requires a native perspective for final editing.
Method: Iterative design process with the client (DJ & cultural worker).
Impact: Accurate Arabic typography and culturally sensitive visual assets.
Finding: Physical gatherings build trust and brand loyalty faster than digital-only interactions.
Method: Eventbrite analytics and attendee feedback.
Impact: Focused marketing efforts on large-scale cultural festivals that spread organically.
UX & Design
Personas
Motivations: Cultural connection, identity expression, community events.
Barriers: Lack of authentic representation, disconnect from heritage.
Opportunity: DJ Basbousa provides a welcoming way to engage with their culture.
Motivations: Supporting marginalized voices, learning about new cultures.
Barriers: Fear-mongering media, lack of accessible cultural events.
Opportunity: The DC Arab Culture Festival offers an inclusive, welcoming environment.
Brand
Typography: Cairo
It treats Arabic as contemporary, not ornamental. Its clean geometry, balanced proportions, and strong vertical rhythm give Arabic and Latin equal visual weight, so neither feels like a translation afterthought. It reads fast on screens, scales well across product pages and social content, and carries pop culture energy without losing cultural credibility. I use Cairo because it feels urban, modern, and inclusive, built for bilingual audiences who move fluidly between languages and identities.
Brand Colors
This color palette comes from the avocado itself; it’sa symbol of land, labor, and pride in Uruapan, Michoacán.
Together, these colors express a brand that honors Purépecha wisdom, centers artisanship, and uses technology as a tool, not as performative greenwashing. It shows up in the broader Hispanic community with respect, not extraction.
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Marketing
Artifacts
