Twothirds is an Emirati-Saudi creative consultancy born from a deep understanding of our community, rooted in the principle of Ihsan – integrity, commitment to excellence, and responsibility.
In 2016, Lujain Abulfaraj and Sara AlArif founded Twothirds as a catalyst to guide entrepreneurs and businesses in developing their brands as multifaceted entities that can live and grow in different spaces. The focus was, and still is, on blending cultural insights through innovative design to build businesses that resonate emotionally with their audiences. Our commitment, like our clients’, is to exceed expectations for solutions that serve our region with the utmost attention to detail.
At Twothirds Design, every project begins with a clear mind and a discerning eye. We approach each brief without preconceptions, no recycled ideas, no assumptions, only a sharp focus on the challenge at hand. Our experience informs the journey, but never dictates the outcome. Instead, we rely on rigorous primary and secondary research to shape direction. By immersing ourselves fully in our clients’ worlds, their stories, their ambitions, their truths, we craft solutions that are both original and deeply resonant.
We believe that good brands are build with a thoughtful, immersive approach that prioritizes depth over speed. Our branding process is rooted in intention and care. It means we don’t rush to solutions but rather we listen, research, and co-create your vision with clarity. When building from the inside out, we are able to align your purpose, personality, and presence into a cohesive identity. That way every visual, every word, and every experience confidently communicates your brand.
This obsession of deliberate design allows us to craft legacy brands that feel authentic today and stay relevant tomorrow.
The brand process kicks off with a two-day workshop to creatively onboard the project. These sessions align us with the client’s language, vision, and purpose, while building shared ownership over the brand from day one.
The immersive sessions span two days: one focused on a curious conversation, the other on visuals. Each is tailored to make sure your vision is not just heard, but deeply understood and implemented into every decision. Through these interactive sessions, we build clarity, alignment, and a true sense of ownership over your brand.
Workshop Outcome:
- A clear definition of your business and its core purpose
- A shared success matrix, grounded in your goals
- A unified understanding of your audience and positioning
- Aligned vocabulary and messaging
- Clarity on your visual world and preferences
- Set parameters that guide the branding journey ahead
In the strategy phase, we define where your brand stands and where it’s going. We craft a clear roadmap grounded in your vision, turning every touchpoint into a moment of impact, not just another stop along the way.
The result: a brand with purpose, direction, and a distinct edge in the market.
Our strategy team enters each project with fresh eyes, challenging assumptions about the industry, audience, and market. They build on insights from the workshop, to dive deep into the competitive landscape, study your audience, and surface bold, relevant opportunities in which we position your brand.
In this vital exercise we also shape the brand’s applications by designing the user experience. This allows us to not only define what the brand says, but how and where it shows up. Meaning, every client walks away with a different set of applications depending on the chosen touch points.
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Strategy Outcome:
- Market Research (primary and secondary research will be done)
- Case Studies benchmarking
- Competitor Analysis
- Brand Vision, Mission and Purpose
- Brand Values and Personality
- Brand How-to’s
- Customer Journey and Custom Application List
In this phase, our creative team translates strategy into design, developing the visual assets that bring the brand to life. Every element is crafted to build recognition, evoke emotion, and create a cohesive visual world that your audience remembers.
The third stage, includes the creation of bilingual, hand-drawn logos, cohesive patterns, textures, imagery, a dynamic color palette, and refined typography. No cookie-cutter approach, or overdone Pinterest visuals.
The team then bring the brand to life across selected applications, prototyping to ensure every interaction is seamless, intentional, and visually engaging.
(You can view some of our favorite processes in the “experimentation” tab on any TT project you visit)
At the conclusion of the branding journey, we prepare a comprehensive handover document that compiles all created assets.
This document includes tutorials, tips, and step-by-step guidance to support brand development as the business evolves long after we have transferred the brand guardianship to the client. The detailed brand playbook ensures consistent use of assets, safeguarding brand integrity and maximizing brand awareness.
While we thrive on building brands from the ground up, we equally enjoy elevating existing identities. Our team will meet with you to explore how we can support your growth; whether through website design, copywriting, packaging, or other creative solutions.
Some of the Add-ons include:
Brand Copywriting
Interior Direction
Social Media Direction
Visual Language Expansion
Production Management
Twothirds is a branding studio specializing in strategic brand development, visual identity design, and creative storytelling. We build brands from the ground up or help refine existing ones through brand strategy, naming, visual identity, packaging, campaigns, and digital assets. Our work bridges cultural relevance and bold creativity, tailored especially for passionate SMEs, government initiatives, and purpose-driven businesses across the Middle East.