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PROJECT GOALS

Maqsad's mission is to inspire a global movement where fashion becomes a medium of self-discovery and cultural celebration.

Maqsad required a strategic roadmap and a captivating visual narrative. So we understood the unique essence of Maqsad and defined its purpose and visualised it within the fashion landscape.

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DELIVERABLES 

01.

BRAND STRATEGY

  1. Essence

  2. Messaging

  3. Positioning

  4. Experience

VISUAL IDENTITY

  1. Logo Design

  2. Color Palette

  3. Typography

  4. Brand Guidelines

BRAND IDENTITY

In Urdu MAQSAD means PURPOSE, INTENTION and MEANING.

 

A brand that originated from the aspirations of a young individual seeking to fit in, only to discover that conformity wasn't the ultimate objective.

 

Instead, they envisioned a brand that celebrated the very essence of not fitting into any form.

MAQSAD was to be a platform for third culture kids, a canvas for stories of cultural fusion, a sanctuary for those who carried the world in their hearts.

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“Stitching stories of Third Culture Kids”

VISUAL IDENTITY

We wanted to incorporate both Urdu and English typography to symbolize the rich multi-cultural background of our brand. This intentional choice reflects our focus on serving third-culture kids.

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Purple's placement between warm and cool colors is our metaphor for the harmonious blending of different cultural influences. 

 

In the same way, third-culture kids, each with their unique backgrounds, can find unity in their shared experiences.

The deep, regal purple emphasizes a sense of richness of the cultures, while the lighter lavender evokes a softer, more approachable feel of being in a community.

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My expectations were exceeded and I had multiple conversations with Saleha who also helped me answer some questions I didn’t have answered.

Hasan Ali Asghar, Founder, Maqsad Clothing

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