ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Text & Image-Driven Books
Annual ID
ADC104_BKD019B
SkatePal works in communities where access to cultural and sporting opportunities is restricted. Through skateboarding, the charity creates spaces to gather, and builds connections through shared experiences. The brief was to open this experience to more people, and use language to bring people in and as a connector in a divided world. We ran a questionnaire with the community asking for favourite words and phrases, the result of which became the spine of the story, showcasing the limitless potential of Arabic as a tool for expression, creating playful parallels with English.
The result is a visual story about language, travel and movement. The content highlights phrases that have no direct translation, a combination of malleable wisdom passed over verbally through time. Type and language create a multilayered and dynamic experience that speaks of community and exchange.
On the interior, questions and answers in English and Arabic appear always in the same place. This allows readers to enjoy the book in eclectic bursts, and neutralises reading direction. The same approach is used on the cover, marrying Arabic and English, in the crossbars of the letters.
The result is a visual story about language, travel and movement. The content highlights phrases that have no direct translation, a combination of malleable wisdom passed over verbally through time. Type and language create a multilayered and dynamic experience that speaks of community and exchange.
On the interior, questions and answers in English and Arabic appear always in the same place. This allows readers to enjoy the book in eclectic bursts, and neutralises reading direction. The same approach is used on the cover, marrying Arabic and English, in the crossbars of the letters.
2025 Awards
Total Points: 9
Bronze Cube
Credits
Design Firm
Pentagram / London
Right to Left / London
Client / Brand
Skatepal / London
Creative Director
Samar Maakaroun
Designer
Jacob Chung
Director
Charlie Davis
Theo Krish
Artist
Samar Maakaroun
Producer
Alex Adetiba
Typographer
Samar Maakaroun
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