Naïma Ben Ayed likes to define her practice as telling stories with letters. How does that translate in terms of process? Her first step is creating and/or researching a context for type design projects. This may mean designing for a specific location, working in a thoughtful collaboration, or looking at a particular reference.
In this presentation, Ben Ayed will discuss ongoing retail Arabic type design projects—both self-initiated and commissioned—inspired by a specific calligraphic style. She will go through the commonalities of her design process, starting from sketches and letterforms to script grammar and design-specific technicalities.