2011 Winners & Shortlists

Brief Explanation

The main challenge faced during the book's development was the reinvention of each design 'or word' in view of being applied on a rich assortment of various papers and then further emphasized using sophisticated printing techniques. As names, titles or previous brands developed by Al Mohtaraf, the objective, which also proved to be a challenge, was simply the ability to transcend the work into a higher level of creative art.

The Brief

'Word Art' is a complimentary book designed and developed by Al Mohtaraf and is used to showcase various high caliber works of art, particularly using calligraphy. The book is meant to reflect the artistic capabilities of Al Mohtaraf and revolves around the artistic use of modern calligraphy, applied onto a single word, to form an artistic brand, name or title. The book is distributed as a complimentary item to clients and members of the Al Mohtaraf network. It strays away from commercialism and reflects Al Mohtaraf's true appreciation towards art.

How the final design was conceived

In a way, every page is a totally new creation that transcends the original design, the printing technique as well as the special papers used. The stages varied between the careful choice of 'word', its use in the form of an art, the careful selection of proper production per design, as well as the selection of special paper per production. This and above all, the synergy found in the book's overall sequence and flow.

Indication of how successful the outcome was in the market

This book was done in collaboration with fedrigoni paper agency and sarawat printing press and is actually the 3rd edition of its title. We have received numerous reports from our collaborators, that the book in itself has greatly raised appreciation towards both fedrigoni papers, as well as Sarawat printing capabilities. The book has also won the 'Silver Award' in the Dubai international printing competition. As for Al Mohtaraf, the book has reached its 3rd edition and has been able to do so only through demand and appreciation expressed by our clients and those who receive the book.