![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/fe191ba0-5cfa-41af-993a-95d26e259312_rw_3840.png?h=dc5c9db4333b674ad1b9f2d7dd383335)
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/cb043029-1da6-48c9-86b9-d8221a7565a6_rw_3840.png?h=b77473cdcf041ed23d503d56f385bb68)
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/8ba18946-89cb-4ea4-85a0-3337bb6dfd03_rw_3840.png?h=5aca19b222fcd47bd9c2759c646ee3c5)
Firstly, I decided to capitalize on the name "MESA". It was short, friendly, and rolled off the tongue much more easily than "Middle Eastern Student Association". I created this lockup for when space is limited, or the logo is to be used in small sizes.
I refined some of the clever ways in which Bremen was altered with blocks of color. Most notably, I removed the diamond from the letter A and replaced it with a normal crossbar. I only wanted the E to have it.
You'll see why.
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/a646b3e8-af3a-471c-a909-8269f18a4a92_rw_3840.png?h=c152c1172bddaf02f051dc23285e023f)
I created a vertically stacked shorthand logo. It looks great in exaggeratedly large or small sizes.
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/4dbfda96-fd06-424e-98ab-370b2be3ea72_rw_3840.png?h=1413215424de869f2e3cd847b7cb6efa)
Rotated 45ยบ, the diamond in the E can expand and change sizes and dimensions to create a window for content. The effect is reminiscent of a movie projector.
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/676b6591-4591-454e-bbbf-0004ed7bc2fd_rw_3840.png?h=11ed4f6a4d99f7c1b5aa76a4c1a26649)
The original MESA colors also had a lot of equity, so I refined those as well. I changed the purple to a darker violet, and changed its use to a base color when the graphic identity had a white background. However, most of the identity uses a black background, where white is the base.
Black was chosen as the main background color to give more importance to the Middle Eastern films and documentaries MESA showcases.
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/9280a2b7-816d-4ee2-9b67-bded1ced219d_rw_3840.png?h=9437fdf908dd15a756682ca7637abf29)
Pattern explorations.
I experimented with many different modernized Arab-inspired patterns for small details in the identity. I decided to employ the top row.
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/676bc850-4fe9-4917-9e8e-1843d6984664_rw_3840.png?h=6db471cfdbb0cfd3e9c8801c87796960)
Instagram 4:5 post (Left). Facebook event banner (Middle). Ledger paper print flyer (Right).
A comprehensive template system was created so that screenings could be promoted through different mediums while maintaining a unified identity.
You can see the colors, patterns, and the rotation of the MESA logo to create a window of content.
The graphics would contain two compelling stills from the showcased film, with a green-blue gradient in the corner to tie it to the logo.
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/cb8c0a8e-c32b-4866-a549-c8846c8b3cae_rw_3840.png?h=ea0985920d61ade1fb5dc170a44e9e85)
Detail of the Instagram 4:5 post (left), and ledger print flyer (right).
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/ca863dde-ef13-4160-809a-f7bf40eaacdc_rw_3840.png?h=75be5835fbbe18f239e2e63b54f6d4c5)
![](https://cdn.myportfolio.com/7bd95eae1de5e4b2a14716b68316ca3d/d8515e15-56cd-40bf-90b8-df18bcbd9b78_rw_3840.png?h=901bc7f0179f36ff5b48c50db525754e)
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