Muslim Aid - Global Waqf Fund

My role
Design | Branding | Infographics | Art Direction

A Waqf is a guarantee of generosity. It can help build a legacy of continuous impact benefiting both the community long after you have left this world. The word "Waqf" is Arabic and means "to stop" or "contain". Waqf’s are are used to fund the construction and maintenance of mosques, schools, universities, scientific institutions, and other charitable causes, though they can include buildings, plots of land or other assets.

Working with Arc and ethical investment partners, UK-based charity Muslim Aid have established a sustainable Global Waqf Fund that will continuously support social welfare and community development through their charitable education, health, sanitation, housing and livelihood programmes. I was commissioned to create a brand mark and visual identity for their global launch in London. The concept was based on the quote;

“A society grows great when old men plant trees in whose shade they shall never sit.” — Greek Proverb

Using the idea of of growth, roots and solid foundations I created a powerful visual language that illustrated the concept of a Waqf. This was then implemented across a range of mediums and touch points. Photography by the talented Rooful Ali.