Ward is an experienced graphic designer and illustrator specialising in branding and social media design. She promotes historic folklore and engages younger generations with their heritage through digital means. Her studies have advanced her skills in enhancing the cultural sector.
Ezatna is a brand identity designed to aid the promotion and preservation of Saudi folklore, with a focus on traditional dances and their elements, through modern design and examining regional differences. ‘Ezatna’ is an Arabic word meaning ‘our pride/glory’, it symbolises the love, connection, and value of our heritage and culture to us.
To the right, are playing cards inspired from Al Ardah ‘The Sword Dance’ the most famous and significant dance in Saudi Arabia, its elements, and a pattern inspired from the renowned doors of Najd: the heart of Saudi. And to the left, playing cards inspired from Al Khatwa Al Janubiya ‘The Southern Step’ , its elements, and the beautiful Qatt Asiri of the south.
The project aims to connect young Saudis to their culture: preservation, and inform other cultures about Saudi: promotion. This is through the means of utilising social media and famous traditional games. Playing cards are known and commonly used in a variety of games, this allows the cultural designs to spread quicker and gain more exposure.
Although the main Idea of ‘ezatna’ revolved around a social media based identity and campaign, the focus switched to prioritising the playing cards to help reduce screen time and allow the younger generation to have more social interactions that do not involve technology. The brand will grow into expanding the card decks and involving more games, as well as use social media to inform and provide details about the culture in the near future.
‘Najd Doors’ were chosen as an inspiration for the back of the ‘Al Ardah’ ‘The Sword Dance’ cards because they represent ‘Najd’, the heart of Saudi just like the Ardah is the heart and honor of Saudi.
”Al Qatt Al Asiri’ adorns the cards of ‘Al Khatwa Al Janubiya’ ‘The Southern Step’ with its beautiful vibrant colors and shapes. It originates from ‘Asir’ region in the South of Saudi.
“if we are to preserve culture, we must continue to create it.”
Johan Huizinga
