Dr. Ahmed Abdelsadek

The brief

An obstetrician-gynaecologist building a practice on trust. The audience is women making some of the most personal decisions they will ever make, so the brand had to be gentle without being vague, and clinical without being cold.

What we made

A rosewood-and-blush palette that reads as care rather than hospital. An Arabic-first type system where the headline does the reassuring. A mother-and-child line mark. And an editorial photography treatment — muted, single-tint — so everything from an ultrasound to a surgery sits in one calm register.