2 years ago, the team that I was working with was tasked to create the brand identity of Sharjah, one of the seven emirates of the UAE.

The challenge that they were facing is that people have the wrong perception of their emirate. Expats, residents and tourists alike, have an image of Sharjah that is strict, traditionally inclined, and uber-conservative city. While none of that is actually bad, it is a hindrance to the city's tourism.

After talking to the city's representative and conducting surveys, our team have created 2 identities, and this is my pitch.

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