Zawraq Collective is a dynamic team of young art curators committed to transforming Oman’s creative landscape through innovative and culturally significant artistic experiences. Founded by Zaima Al-Adawi and Noor Al-Mahruqi in 2021, Zawraq emerged from their shared realization: although thousands of young talents exist in the region, there is a marked shortage of curators and creative producers to champion their work. Zawraq fills this gap by producing forward-thinking projects that grant artists the resources, recognition, and platforms they need to flourish. Operating on a project-by-project basis, Zawraq collaborates with diverse Omani creatives, assembling custom teams to ensure each initiative is distinctive, impactful, and groundbreaking.

When Studio Sein took on the rebrand of Zawraq Collective, the goal was to develop a visual identity that resonates with a target audience of culture enthusiasts, people who seek out new experiences and are eager to visit exhibitions, art shows, and museums. Through extensive discussions and research, we uncovered the core attributes Zawraq wanted to convey: youthful energy, cultural depth, and an inclusive, interdisciplinary spirit. Early feedback indicated that Zawraq’s original branding was too playful and lacked the flexibility necessary for various events and projects, so our challenge was to create a modular system that reflects the collective’s serious, yet innovative persona.

Central to Zawraq’s identity is the significance of its name: Zawraq means “boat.” The organization’s motto, “Your local lifeboat,” underscores its mission to guide emerging artists in Oman as they navigate the creative industry, providing opportunities, funding, and organizational support. We strove to incorporate these ideas into the Arabic lettering of the new logo, visually depicting boats docked side by side to emphasize a sense of community and collective belonging.

Moreover, two guiding principles shaped our approach to the overall design. First, it had to be modular, offering multiple logo variations that can adapt to anything from small-scale print materials to large event installations. Second, we introduced the concept of an irregular box, symbolizing the break away from conventional “thinking outside the box” clichés. This shape is meant to dissolve the boundaries entirely, aligning with Zawraq’s vision of pushing artistic and cultural limits.

Despite its deep ties to Oman’s cultural fabric, Zawraq Collective also aspires to global resonance. The rebrand is grounded in local elements, from color palettes to typographic nuances, yet avoids being exclusively tied to Omani motifs. This balance ensures the identity maintains its authenticity while remaining relevant for audiences beyond Oman. By doing so, Zawraq hopes to elevate Omani art on an international stage and position its homegrown talent at the forefront of worldwide artistic innovation.

From the earliest sketches to the final brand guidelines, our focus was on capturing Zawraq’s groundbreaking, youthful, cultural character. A brand that feels relatable yet intriguing, energetic yet respectful, inspired yet serious and, above all, exceptional in everything it does. The new identity ensures that whether hosting a curated exhibit, organizing a cultural festival, or launching a global art campaign, Zawraq Collective consistently presents itself as an organization that recognizes talent, fosters creativity, and drives Oman’s art scene forward.