About abnodesigns

abnodesigns is a creative studio based in Amman, Jordan. Founded by design duo Abeer Zoumot and Noor Issa, the full-service studio specializes in strategy, design and execution across all mediums. The studio is best known for Branding Design, Art Direction, Festival Design and Online Communication. With clients in Amman, Egypt, Dubai, London and New York, abno bridges east and west to reach a global clientele. abno helps clients create their brands, guiding the entire visual journey. The studio’s founders (who have been best friends for over 20 years) love building brands to boost businesses and help their clients earn brand loyalty.

Interview with abnodesigns

abnodesigns ("Abnodesigns") interviewed on Thursday, 23 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

Abnodesigns : We are Abeer and Noor. Born in Amman, we’ve been twins in inspiration since we met in 1995. After completing degrees in Advertising Design in Toronto, we co-founded abnodesigns in 2006. We are best known for our minimalistic and bold designs. Our work is infused with influences from our middle eastern heritage and our travels around the globe.

How did you become a designer?

Abnodesigns : Design has always been a part of our lives. Since school days in Amman, our major was in art and design then moving on to college in Toronto where we both studied to design schools. In our early years we wanted to become Artists, in our college years we got to really understand the difference between art and deign and that is when we wanted to become designers. We have always been designers by nature.

What are your priorities, technique and style when designing?

Abnodesigns : After we get a detailed brief about a project, we sit together to brainstorm and research. This part is essential for any of the designs we create. Sketching comes next, until we agree on directions for execution. We then sit for hours in front of the computer to bring form to our vision.

Which emotions do you feel when designing?

Abnodesigns : It differs, each day is a new day. We design almost daily, so our emotions vary. In general, when we're working on a big project, we feel super inspired and excited. It is usually a calm, zen feeling that you need to be in in-order to be able to produce beautiful designs.

What particular aspects of your background shaped you as a designer?

Abnodesigns : Global exploration. Travel is essential to our growth as designers. We draw inspiration from tiny details in marble, tiles and textiles to the tallest skyscrapers; from the natural world to gastronomy and culture. Our designs embrace influences from east and west and everything in between. Travel inspires us to do what we love most: DESIGN. Our Jordanian and Palestinian roots. We grew up surrounded by the warmth, hospitality, and traditions of Arabic families. Jordan is a communal culture, with an emphasis on family and extended family. Our designs reflect this sense of unity and confidence in identity. Our Arabic language. We are influenced by the Arabic language and its typography; we think, speak, live, and breathe in our mother tongue. Our bilingualism allows us to approach design with no preference for right-to-left, or left-to-right. We see and understand linguistic patterns and connections, weaving this insight into our branding and identity design. The landscape around us. We draw strength from the hills of Amman, deep wadis where unexpected flowers spring up, the minerals of the Dead Sea, and the solitude of the desert. As part of this landscape, we reflect on the courage of our people and the significance of our place. In a country surrounded by revolutions and wars, our designs demonstrate longevity and sustainability. We create out of necessity. We design to declare our existence.

What is your growth path? What are your future plans? What is your dream design project?

Abnodesigns : Specializing in festival designs. We have been branding different festivals for the past 8 years, we now want to be the specialists in that. We want to be able to work from anywhere and everywhere internationally whenever we want.

What are your advices to designers who are at the beginning of their career?

Abnodesigns : Do whatever it takes to learn, explore and travel. Always do it with love.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

Abnodesigns : Live, eat and breath design. Do it out of love and passion.

What is your day to day look like?

Abnodesigns : We like to change things up, so our days are not very repetitive. The only common thing in our working days is that we always meet up at our studio, usually between 10 till 5. Different things happen in different days.

How do you keep up with latest design trends? To what extent do design trends matter?

Abnodesigns : We travel to a lot of design weeks around the world. Travel is essential to our growth as designers. We draw inspiration from tiny details following all new trends and designs in the different design festivals. It keeps us up to date as we return fresh and inspired back to our studio.

How do you know if a product or project is well designed? How do you define good design?

Abnodesigns : Good design lives for a long time. We always make sure that whatever we design can last at-least five years and up. Also, the concept behind the design is a big distinguisher of a great design. And makes it live longer.

How do you decide if your design is ready?

Abnodesigns : You just know, with experience. We listen to our gut feeling. Plus, once the client is convinced, our job is done.

What is your biggest design work?

Abnodesigns : Creating the 7up vintage photo booth, we created an activation in two malls over two weeks. We had to design, execute and finalize the whole thing in a short duration. It was a rush and we had to work all nighters to get it done. It gave us satisfaction to see the hype it created after all the hard work. Also, the Petra local beer cans designed and created along with Heineken in Amman/Jordan.

Who is your favourite designer?

Abnodesigns : Sagmeister, people behind Gucci Decor (which really baffled us in Milan Design week), Toilet paper magazine and their collaboration with Seletti. Also, a lot of fashion design brands highly inspire us.

Would you tell us a bit about your lifestyle and culture?

Abnodesigns : Our Jordanian and Palestinian roots. We grew up surrounded by the warmth, hospitality, and traditions of Arabic families. Jordan is a communal culture, with an emphasis on family and extended family. Our designs reflect this sense of unity and confidence in identity.

Would you tell us more about your work culture and business philosophy?

Abnodesigns : We balance creativity and professionalism. To us, creativity is as important as delivering our design, on time and efficiently. From naming to production, we create brands that give form to vision. We make the commercial cool.Getting out of the norm is our usual. Our designs reflect a bold mission and strong purpose. We make our clients visible through conceptual and aesthetically timeless branding and advertising. We SELL design.

What are your philanthropic contributions to society as a designer, artist and architect?

Abnodesigns : One love. We created a T-shirt that says One Love in Arabic and spread it around the region. With every shirt one dollar was put aside for charity. We took a western concept and eastern-ized it by writing it in Arabic. We felt we needed it in times of revolution in Egypt and wars all around.

What positive experiences you had when you attend the A’ Design Award?

Abnodesigns : International recognition… We need it as we plan to expand wider around the world.

abnodesigns Profile

Abno Brand Identity

Abno Brand Identity design by abnodesigns

Soul Food Brand Identity

Soul Food Brand Identity design by abnodesigns


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