ShababZi Platform

Commissioned by the Moby Group, a ground-up brand identity was developed for a new platform aiming to become the premier Gen-Z destination in the Middle East. Drawing on extensive experience in branding for streamers and content hubs, the work covered every digital and physical touchpoint.

The target audience seeks a sophisticated blend of global design standards and Western aesthetics, rooted firmly in authentic regional culture. To resonate with this generation’s focus on individuality, the brand was built around the concept of personalisation — using a visual language of stickers and custom stamps.

To organise the platform’s diverse range of subjects, a streamlined brand architecture was designed around a vibrant colour palette and a versatile capsule-shaped motif. The system features elegant dual-language typography in both Arabic and Roman scripts, alongside an extensive motion toolkit and high-end CGI idents — empowering in-house teams to produce visually stunning content with speed and consistency.