MUSE Gold

2022

MetaMorph: A Beacon of Hope Amid Economic Meltdown

Entrant Company

Blue Hat

Category

Corporate Identity - Brand Identity

Client's Name

MetaMorph

Country / Region

Portugal

MetaMorph is a Lebanese NGO born amid Lebanon’s worst economic meltdown as a beacon of hope to young Lebanese who, pushed by lack of opportunity, are fleeing the country seeking better opportunities. MetaMorph’s mission is to empower a marginalized segment of society: the youth in Tripoli, one of the most underprivileged cities on the shores of the Mediterranean Sea.



The branding strategy that we created centered around elevating people. MetaMorph creates a safe, hands-on learning experience that encourages shifting the youth’s mindset “from defeatist to capable” by building their technical and professional skills.



We followed a “suggestive naming approach” to connote optimism and transformation and recommended: “MetaMorph” as the NGO name, alongside the slogan: ``Transforming Lives, Elevating a Nation” to ensure the NGO’s mission is unforgettable. Based on the NGO’s ethos, mission and vision we centered the brand values around the following: Impact, Equity, Community, Expertise, and Optimism.



We designed the logo for MetaMorph following a typographic approach with a twist: the letter “a” morphs into a subliminal “upward arrow” connoting change, impact and progressive thinking. The letterforms demonstrate high contrast to emphasize sophistication and excellence. To echo the evolutionary aspect of the brand, we integrated lines in MetaMorph’s identity inspired from Kinetic art which evoques dynamism and movement.



Finally, for the color palette, we chose black and white as the primary colors to give a nod to the NGO’s white canvas approach in giving the Youth a safe space to unleash their full potential. For the secondary colors, we opted for vibrant hues each with underlying connotations: creative indigo, transformative tangerine, optimistic yellow, equity purple, and nurturing green.

Credits

Managing Director, Co-Founder
Sami Hmaidan
Innovation Director, Co-Founder
Judy Maamari
Head of Design
Hayat Sheikh
Brand and Communication Strategist
Yara Jaber
Executive Director
Fouad Maamari
Head of Programme
Justine Cherrier
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