The Arabian Leopard is critically endangered with an estimated population of less than 200. The Royal Commision of AlUla Saudi Arabia (RCU) put in place a breeding program to save the species and declared the 10th of Feb as Arabian Leopard Day. A couple of years ago 4 cubs were born under the program, one was given the Name Amal (hope in Arabic). This year, on the occasion of Arabian Leopard Day the RCU wanted to raise the local initiative to a global cause. 

​

We designed an emblem that blends the words Hope and Amal creating a beacon of hope, bridging the language gap, so that our message could journey beyond the Arabia, across the world. The design works in both horizontal and vertical, with a middle line that expands translatibg the journey of hope that started with Amal, and will continue for years to come. With one emblem, we opened many paths, creating a journey of education, awareness, conservation and celebration. A journey of Amal, as she makes her way back to the wild.

​

We told Amal story across the globe: Billboards in major cities (e.g Picadilly Circus, Times Square, Riyadh…)

International wildlife influencers dedicated a day for hope. Local and international publications covered the journey.

A SnapChat AR filter was made available to allow people from all over the world to interact with an Arabian Leopard in its natural habitat.