National Zakat Foundation

My role
Design | Typography | Art Direction

Zakat is a form of obligatory alms-giving and religious tax, it is considered one of the five pillars of Islam and is payable for Muslims who meet the necessary criteria of wealth.

I was commissioned by NZF to create a grass roots campaign aimed at 16-30 year olds to raise awareness about the obligation of paying Zakat. Working closely with the marketing team the concept of ‘Zakat Heroes’ was created.

A contemporary comic typographic style, coupled with simple messaging and call to actions was created. A creative consideration was the use of faces in the designs. As some sensibilities in Islam forbid the use of detailed faces in any reproductions. So with the talented Ross Smith, we liaised on a stylised drawing style that used minimal details yet delivered visual impact through textures and a vivid colour palette. I art directed and storyboarded a simple animation to run as part of the campaign.

A simple logo was created that paid homage to the latest super hero graphics.