Designing a global brand, locally

Working closely with the Fairway team, we developed a unique canvas design that incorporated elements of the brand alongside influences from Middle Eastern art and architecture. The focal point of the design was a composition of four distinct images, symbolically representing the region’s culture. These images were seamlessly blended into Fairway’s signature arches, a cornerstone of the brand's visual identity, connecting the brand and the local setting.

A key priority was to create a concept that could easily be adapted for future offices in different jurisdictions. By focusing on patterns, landmarks and architectural features, we built a versatile design that could be tailored to reflect other landscapes while maintaining the recognisable elements of the brand.

The canvas was positioned in the entrance of the office, strategically placed next to a 3D backlit Fairway sign. This ensured that the artwork not only served as a statement piece but also seamlessly complemented the overall style of the space.

In collaboration with a local production team in Kuwait, we also designed and installed large window vinyls that featured the Kuwait skyline. These vinyls were layered with Fairway’s brand-coloured arches, allowing natural light to pass through while subtly embedding the brand elements into the main office area. 

The project has received excellent feedback from the Fairway team and clients. The canvas, positioned as a centrepiece in the entrance, sets a refined tone for visitors, while the window vinyls bring vibrancy. 

Following the launch of the Kuwait office, Fairway plans to roll out this flexible design concept across other international locations, adapting it to reflect each region’s unique cultural and architectural elements.