A colourful, child-led campaign that turned a library into a community.
Our Role
- Identity, visual language & guidelines
- Campaign & value propositions, positioning & narratives
Soft pastels, playful style, and children at the heart
We were tasked by Mubadala to bring to life the Inclusive Library—a vibrant new space at the Future Rehabilitation Centre in Abu Dhabi designed for children and young adults with learning difficulties. Our role was to create a fun, engaging campaign that not only showcased Mubadala’s community support but also invited employees to get involved—through book donations, recording audiobooks, or volunteering time. The campaign’s creative direction centred on a soft pastel palette adapted from Mubadala’s colours, combined with a playful, hand-drawn style. Importantly, the children were involved at every step, with the opportunity to contribute their own doodles and drawings, ensuring they felt ownership over their new space.
From campaign to launch, every detail celebrated inclusion
Following the campaign’s success, we were asked to support the grand launch of the Inclusive Library. Acting as brand guardians, we partnered with the events agency to shape colour schemes, art direction and structures, while also creating launch assets that carried the same inclusive spirit. Among these was a bespoke notepad featuring the children’s own artworks and stories—a thoughtful, lasting reminder of the project that celebrated their creativity and made them central to the library’s identity.
