HabibiFestNJ

brief

Design a brand identity for HabibiFestNJ, a grassroots cultural festival celebrating Arab American Heritage Month and the beauty of Arab traditions. The identity needed to extend across social media, wayfinding, and event collateral to create a welcoming, vibrant atmosphere for the community.

outcome

A cohesive visual system and creative direction that helped bring over 1,000 attendees together to share food, music, and culture—transforming the festival into a joyful space of connection and belonging.

role

Creative Director, Designer, Social Media Manager, Copywriter.

client | completed at

N/A: Non-profit/volunteer work

visual foundations: nostalgia and discovery.

This collection brings together the influences that shaped HabibiFestNJ: the vibrancy of today’s Arab pop culture and the enduring beauty of the past. My research explored the rise of social media, new music, and contemporary idols, alongside rediscovering treasures like vintage film posters, the dreamy palettes of 1960s Alexandria, and the eccentric music videos of the 1990s. Together, these references capture both my reconnection with Arab culture after years away and the celebratory spirit of the festival.

no apologies.

The tone of HabibiFestNJ is unapologetic, joyful, and inclusive—cheeky yet rooted in heritage. Its brand essence celebrates cultural pride through a modern, maximalist lens, blending pop-Arabic energy with urban folk influences and a multilingual identity.

HabibiFest’s visual brand kit mixes nostalgia with modern flair—playful vignettes, updated geometric ornaments, and a vibrant ‘Maximalism Meets Tradition’ palette, paired with a type system that supports the lively brand without stealing the spotlight.

hype, presence, and drawing crowds.

With almost no budget for traditional marketing, social media became our megaphone for HabibiFest—designed to grab attention and pull crowds from New York and beyond to Maplewood. It wasn’t just about attendees: a vibrant online presence also helped convince food and merch vendors to join, building credibility for a festival still carving out its name.

the tracks behind the hype.

Exploring the current Arabic music scene ended up being a total highlight of this project. I dove into social media algorithms, reel trends, and discovered just how much music can make content pop. These tracks perfectly capture the festival vibes—celebratory, joyful, and effortlessly cool. Here are some of my favorites that I’ve been using in reels.