With a qualifying period spanning over two years, the client required a central online platform to manage leaderboard stats and create ongoing engagement with their franchisees. Only the top 20 performers would be able to earn their place to this once-in-a-lifetime experience.

The website created a central point of contact featuring destination information, promotional video, and regular articles along with private access leaderboard statistics and contact information. For ongoing engagement, monthly communications were sent to participants with personalised updates and inspirational content.

Inspired by Arabic letterforms, the branding incorporates some of the decorative elements found in Morocco’s native texts while giving a bold and modern aesthetic.

Known for its vibrant culture, colour was of great importance to the design. The use of blue as the primary colour pays homage to one of Morocco’s most famous landmarks, the city of Chefchaouen (or Chaouen) otherwise known as the ‘Blue City’, while the golden yellow represents both the sun and vast desert landscape.