Car culture runs deep in the Middle East. Across the region, car clubs have built tight-knit communities, each with a strong identity. Among them, the Golf GTI stands out—one of the most iconic and beloved cars, with dedicated fan clubs in every country. More than just a car, the GTI has become a symbol of self-expression and Arabic heritage that transcends borders. It was time to give all the GTI clubs in the region an identity—one rooted in the language that unites them all.
We gave Golf GTI fans a voice of their own. We created the first Arabic font written by a car. Inspired by the GTI’s performance, design, and power, the font combines Arabic calligraphy with the modern spirit of the GTI. Each stroke crafted to reflect the speed, agility, and heritage of the car. More than just typography, it became a symbol of unity. Fan clubs across the region embraced it, using it to tell their stories and express their passion. Shared across digital platforms, traditional media, and within the GTI community. The font is writing a new chapter in the Middle East’s automotive history—one written by the GTI and driven by its fans.
CLIENT: VOLKSWAGEN MIDDLE EAST, AGENCY: CHEIL MEA, PRODUCTION HOUSE: INDISTUDIOS,
EXCECUTIVE CREATIVE DIRECTOR: RAMZI IBRAHIM, CREATIVE DIRECTOR:JAMES TAN, ASSOCIATE CREATIVE DIRECTOR: DAVID SANCHEZ, ART DIRECTION: PAULA ZAMBRANO, COPYWRITING: RITABRATA SAHA, DEBALINA CHOWDHRY, ARABIC TYPE DESIGN TEAM: WAEL MORCOS, KHAJAG APELIAN, LANA SOUFEH, GRAPHIC DESIGN: AMINA KHAN.
EXCECUTIVE CREATIVE DIRECTOR: RAMZI IBRAHIM, CREATIVE DIRECTOR:JAMES TAN, ASSOCIATE CREATIVE DIRECTOR: DAVID SANCHEZ, ART DIRECTION: PAULA ZAMBRANO, COPYWRITING: RITABRATA SAHA, DEBALINA CHOWDHRY, ARABIC TYPE DESIGN TEAM: WAEL MORCOS, KHAJAG APELIAN, LANA SOUFEH, GRAPHIC DESIGN: AMINA KHAN.
ARABIC COPYWRITING: HUSSEIN KADDAHA, TAMARA OSMAN, MOTION GRAPHICS AND EDITION: MARK ROBIN PINGA, LAURA MAHMOUD, EMILIANO ARGANARAZ, MARIA JOSE REY, SOUND DESIGN: SEBASTIAN CORREA. CAR ILLUSTRATION: JEAN PIERO MONTILLA.