Sada, Mada, and the architecture of relationships Sada and Mada were conceived not as isolated brands, but as connected spaces within the larger cultural ecosystem of Design Doha District, Msheireb Properties, and Doha itself as an emerging cultural hub. In this talk, Samar Maakaroun explores how identity systems can reveal and strengthen relationships between institutions, audiences, architecture, histories, and futures. She will unpack the naming process, creative development, and conceptual thinking behind the project, sharing the visual language developed in collaboration with Doha Design District
Samar Maakaroun
Partner and Creative Director, Pentagram.
Samar Maakaroun is a Partner at Pentagram, one of the world’s most influential independent design consultancies. Her practice spans brand identity, typography, and bilingual visual systems, with a particular focus on the dialogue between Arabic and English design.
Over the past decade, her work has shaped the visual language of cultural institutions, public bodies, and global brands across the Gulf and internationally. She is recognised for her contribution to design discourse around identity, language, and multilingual communication
Selected Work
A glimpse into the projects, scripts, and systems that shape Samar’s practice
