Sync, defining digital wellbeing
Category
Cultural
Type of work
Branding
Design
Sync is the King Abdulaziz Center for World Culture (Ithra)'s flagship digital wellbeing initiative — a programme with genuine global ambition, built on original research, international summits, expert partnerships and a simple but urgent mission: to help people take back control of their digital lives.
As a contractor at Prophet, I conceived and built the full visual identity for Sync from the ground up. The creative idea came from the most universal icon in our digital world — the syncing symbol. Found on every laptop, phone and tablet, it's a small moment of pause, a moment of alignment. Repurposed here, it became a metaphor for something far more human: getting back in sync with yourself.
The identity was designed as a sub-brand within Ithra's wider system — distinctive enough to stand alone, coherent enough to belong. It launched across fully customisable social media templates, print, branded giveaways and event communications — providing the visual backbone for a programme that has since grown into one of the region's most recognised cultural platforms, hosting global summits attended by experts from over twenty countries.
Online and offline, Sync aims to promote and educate on how to have a positive, balanced digital experience
The "Sync" campaign programme falls under the 'sub-brand' category of Ithra, in which the programme "Sync" can have it's own identity but within the parameters of the Ithra branding.
The main vehicle of expression is, of course, digital for what we created a series of digital templates fully customisable for different social media platforms. Additionally, print materials and branded giveaways were created to extend the programme exposure beyond screens.
