- Client
- Leaders International
- Service
- Tourism / Cultural Heritage
- Year
- 2025
Case Study — Tourism
A Destination Brand Built Around a Single Word.
The Challenge
The Eastern Badia is one of Jordan's richest cultural and natural regions, yet it remains largely overlooked by local tourism.
Leaders International challenged us to create a campaign that would reconnect Jordanians with the Eastern Badia through a contemporary visual language while preserving its cultural authenticity.
The Big Idea
Rather than inventing a completely new campaign name, we embraced a word already rooted in everyday Jordanian language.
“Sharreq” (شَرِّق) literally means “Head East.”
The word transforms from a simple direction into an invitation—encouraging people not only to travel east, but to rediscover places, stories, landscapes, and heritage they may have never experienced before.
Building the Identity
Inspired by the landscapes, architecture, Bedouin craftsmanship, migration routes, and earthy tones of Jordan's Eastern Badia.
Visual Language
Every visual element was designed to reinforce the campaign's core idea—movement, discovery, and cultural identity.
الاتجاهات
استلهام من فكرة التوجه شرقاً
القوافل
استلهام من طرق الحركة والعبور
السدو
استلهام من النسيج البدوي التقليدي
Campaign Posters
Final Thoughts
Sharreq wasn't simply a tourism campaign.
It became an invitation to reconnect with Jordan's Eastern Badia through a visual language inspired by its landscapes, history, culture, and people.
A journey back to the origin.
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