Arab Culture Club

Identity, strategy, and content architecture for symmetrical cultural exchange

Services

Identity, UX/UI Strategy and Web and E-commerce Development

Client

Arabic Culture Club

We have partnered with the Arab Culture Club since its inception, taking on the challenge of building a digital platform that reflects its mission: promoting exchange between Latin American and Arab cultures through respect and symmetry. Our role has been that of strategic communication and technology partners, using design and development to project a professional yet human image. This approach facilitates participation and helps deconstruct historical prejudices through art, language, and shared reflection.

A visual identity without clichés

In this project, avoiding visual clichés was paramount. The Arab Culture Club seeks to break away from the Orientalist imaginary and the hegemonic history of one dominant culture over subordinated ones.

We moved away from the typical orientalist catalog—based on generic decorative resources or fonts that mimic Arabic calligraphy—to propose a modern, professional, and human language.

We worked with a clear visual hierarchy and a contemporary typographic palette that coexists harmoniously with original Arabic script. In this way, the design not only communicates but also legitimizes the Club as a key player in multilateral cultural diplomacy. The result demonstrates that the technical complexity of a comprehensive platform and the rigor of a decolonial perspective can—and must—coexist in digital design.

A platform for community

The website design involved an exhaustive information architecture exercise to organize diverse content types into a logical, easy-to-navigate structure. Today, the site functions as an integrated ecosystem that includes:

  • Membership Automation: We implemented a subscription system that automates revenue streams, supporting the institution’s financial sustainability.
  • Online Store & Academy: We integrated a WooCommerce-based shop that centralizes product sales and course offerings, both virtual and in-person.
  • Content Self-Management: The site was structured to ensure that updating articles, events, and resources is agile and straightforward, allowing the platform to grow at the pace of the Club’s activities.

Arab Poetry Encounters

The Arab Poetry Encounter is the Club’s flagship activity. We have designed the identity system for every edition since 2016, including the inaugural event, which was declared of Cultural Interest by the City of Buenos Aires.

For this pillar, we developed a special section that acts as a living archive, housing the visual and literary memories of each edition. Each encounter has its own identity, honoring different figures and movements of Arabic literature. We work with the necessary standards to avoid colonial biases and stereotypes, using graphic design as a contemporary language that celebrates the richness of the Arabic language and its intersection with our regional identity.

The conversation beyond the platform

Given the diversity of content generated by the Club—from courses and articles to events and historical milestones—we designed a social media template system that organizes and prioritizes communication.

The goal was to classify information into clear visual pillars, facilitating the creation of recurring content and ensuring a solid identity on platforms like Instagram. We developed specific grids and components tailored to each communicative need.

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