AFAC

Animating a brand system with a 20-year legacy

Client: AFAC – Arab Fund for Art & Culture

The Brief

Every year, AFAC releases an end-of-year report, summarizing their achievements in funding art and cultural in the region; primarily in print or static form.
With almost 20 years of supporting artists across the MENA, their allocated funds has exceeded 43 million $, supporting over 2,600 projects since their inception in 2007.

Showcasing their achievements to all of their donors and wider audiences needed an upgrade.
When they reached out to adapt their reports to a video format, their request was simple: “let’s try something different.”

The System

The cornerstones of AFAC’s visual language are 3 shapes: The Ring, the Column, and the Diamond. Setting that system in motion meant that this limitation should be respected at all times.

The elements stayed the same, we just explored their interplay.

Logotype Animation

AFAC – Primary Logotype

Adapted 3D Animation

Core Programs

Primary Icon Animations

Video Productions

This system was eventually used to produced AFAC’s end-of-year videos, so be showcased to their donors, stakeholders, and general audience.
It was also part of their brand identity re-fresh for 2026.

Credits

Lead Animator – Project Lead: Alaa Fleifel 🐔
Assistant Animator: Marya Itani
AFAC’s In-house Designer: Siwar Kraytem
Coordinator: Yara Abi Fakhir
Sound Designer: Charbel Bou Rjeily