Muslim Aid - Global Waqf Fund

Charity | Brand Launch & Campaign | 2025

Challenge: Muslim Aid partnered with Arc to launch a sustainable Global Waqf Fund—an Islamic endowment model that provides continuous community benefit. The concept required clear explanation to potential donors unfamiliar with Waqf structures.

Strategic Approach: Translate complex Islamic finance principles into an accessible visual narrative. Use metaphor of growth, roots, and foundations to communicate perpetual impact and legacy-building.

Solution: Created brand identity centered on the concept: "A Waqf is a guarantee of generosity." Developed visual language using growth imagery to illustrate how endowments create lasting impact in education, health, sanitation, housing, and livelihoods. The mark and visual system work across multiple media, from launch materials in London to global programme communications. Infographics clarify how Waqf funds work and their compound social impact.

Impact: Clear, dignified brand positioning for global launch that makes Islamic finance principles accessible to diverse donor base while respecting cultural authenticity.

Role: Brand Strategy | Identity Design | Infographics | Art Direction