Wasel Branding Identity

For Masar and Dawaer
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About Wasel

WASEL is a three-year project working in Choueifat, Muhammara, Saida, and Qab Elias to strengthen socia cohesion and promote peace in Lebanon through youth-led action.

The project empowers youth aged 18–29 to become community leaders by equipping them with tools in conflict analysis, peace-building, and advocacy. These youth drive local initiatives that create safe spaces for dialogue, engage municipalities, and promote tolerance through creative platforms such as sports, theater, film, and media.

Masar Association’s Wasl project aims to strengthen social cohesion among youth in Lebanon through sports, theater, media advocacy, and community engagement. Facing growing social divisions and limited spaces for dialogue, the initiative needed a strong brand to unify its efforts and connect with young people.

We developed the name Wasl (“connection” in Arabic) and its full visual identity—logo, color palette, typography, and adaptable design system—to reflect unity, energy, and empowerment. The cohesive branding helped increase recognition and engagement across four regions, fostering a shared sense of purpose among youth and strengthening the project’s credibility and impact within communities.