THAT

Client: Majid Al Futtaim (MAF) – THAT
Sector: Fashion Concept Store

Role: Creative Lead
Agency: Start Design

Personal Responsibility: Brandmark Creation / Visual Identity / Brand Collateral / Guidelines / Strategy & Naming Involvement / Verbal Identity / Motion / Digital Management

THAT is a revolutionary mega-concept-store for young adults in the MENA region. It is a street-smart retail space, with constantly changing pop-ups, F&B, culture, technology, lifestyle experiences and the best collections of established and emerging designers in the sport and streetwear industry.

The region’s youth are constantly seeking ‘newness’ and individualised experiences, with the growing cultural creative scene it was imperative for THAT to deliver on trend and originality. The name THAT was chosen for its association with self-image, as well as its versatility in messaging. Playful iterations (Like THAT, Tag THAT, Share THAT) became the heart of the messaging strategy.

The letterforms of the bespoke brandmark were uniquely crafted in English and Arabic. The visual language shifts, glitches and changes to reflect the constant search to discover something new. The square form graphics and ‘div tag’ arrows rooted the brand in a digital world.