Tension provides resonance, which is the stuff of memories. We accepted the budgetary limitations and time restraints to be a matter of form and struck a beautiful chord between modernity and antiquity.

Form Follows Functions

Although everyone prefers to have ample time to create the perfect design, time is not always a luxury on hand. Alshamel, a leading travel agency in the Middle East, needed exquisite Eid Mubarak and Ramadan cards to send to clients and customers. The deadline for delivery? Two days.

The solution was to create a simple computer program that could generate original and stunning designs on-demand using the same mathematics used by Islamic artists of the sixth century. When these were placed within a minimal, elegant layout, a modern recreation of medieval artistry emerged.

Project Details

Agency : TWG, New York
Client : Alshamel, Corporate
Project : Ramadan | Eid Mubarak Cards


  • Creative Direction
  • Illustration
  • Programming
  • Print Collateral
  • E-mail Marketing

Rythm and Algarithm

To produce numerous cards for print, web, and email in a only two days requires innovative thinking and creative dexterity. We created an algarithm based upon seed values—numbers, which when fed into the algarithm will generate new designs dynamically and instantaneously. Of course, there is no “make great designs” button on the keyboard, so adroit insight and careful research was required to find something beautiful; just like long ago, these patterns emerge from the numbers.

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