[ JOURNAL ]

Decisions.

Short notes on the calls we make, and why. Brand systems, identity, bilingual design, and the thinking behind the work.

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A man in an armchair hides behind a newspaper reading "Everything around you was designed by somebody" — AGSketches Decisions
Everything around you was designed by somebodyDesign Literacy

Everything around you was designed by somebody

You see graphic design hundreds of times a day and never notice it. That is the point. What design really is, and…
Ahmad Abu Goura, Creative Director at AGSketches, drinking coffee in a teal-tiled kitchen
Why great designers fail as Creative DirectorsCreative Direction

Why great designers fail as Creative Directors

Creative Direction is not design with more experience. It’s a completely different job, and a title without authority sets good people up…
Moodboard of a brand system: sneaker box, colour swatches, photos and a stamp with the brand mark — A logo is not a brand
A logo is not a brandIdentity

A logo is not a brand

Clients ask for a logo. What they need is a system that works without them in the room.
Designing in two languages at once — AGSketches Decisions
Designing in two languages at onceBilingual Design

Designing in two languages at once

Arabic isn’t a translation layer. In MENA, the best bilingual brands are designed as one system from the first sketch.
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