What exactly is Arabic All The Time About

Learning Languages can feel tedious and most times overwhelming especially for beginners with no previous encounter with the language. Most times this leaves people feeling discouraged and Arabic is no exception to this feeling. Traditional techniques are failing and make the learning process feeling like a chore, taking away the feeling of excitement that should come with learning a new tongue or culture.

Arabic All The Time, a language learning platform dedicated to help not only learn about the Arabic language but also experience culture brings a revitalised way of engaging with a new language effortlessly using a technique referred to as "Comprehensible Input".

Its a concept first introduced by linguist Dr. Stephen Krashen. This approach serves as the framework for natural language acquisition, especially for Modern Standard Arabic (MSA). Using this method enables learners naturally absorb and internalise a language through meaningful exposure to video materials rather than traditional study. With this approach, Arabic language is intuitively acquired leading to a deeper and more lasting understanding.

The Goal

To create a vibrant, approachable brand and product experience that reimagines how people learn and engage with the Arabic language and culture. From brand identity to platform design, the objective was to craft a system that feels as joyful and effortless as binge-watching a favourite show—while delivering real language and cultural immersion. This meant building a bold, modern visual language, intuitive user flows, and a brand voice that invites learners of all backgrounds to watch, learn, and connect—anytime, anywhere.

Understanding the Challenge

To build a brand and product that truly resonates with learners and reflects the richness of Arabic, it was essential to first understand the deeper layers of the language and its cultural context. Arabic isn’t just a language—it’s a living, breathing expression of identity, history, and tradition across more than 20 countries and countless dialects. This meant the challenge wasn’t just about design or content—it was about crafting an experience that feels authentic, engaging, and respectful.

To gain this understanding, I conducted a multi-layered discovery phase that allowed me to identify not just user needs, but also cultural nuances and brand opportunities. This involved:

• Stakeholder Interview

• Strategic Workshop

• Market Research

• Cultural Research

Together, these research steps revealed the true scope of the challenge: to create a platform that balances educational structure with entertainment, while celebrating Arabic as a living language spoken with warmth, rhythm, and soul. This foundation became the compass that guided every visual, strategic, and product decision moving forward.

Refining Language Acquisition

At the heart of Arabic All The Time is a desire to shift language learning from something rigid and academic to something fluid, natural, and human. In refining the approach to language acquisition, we focused on how people actually learn best—through repeated exposure, cultural context, and joyful engagement.

Instead of traditional lessons and grammar drills, The AATT app offers a video-first experience that mirrors how we learn our first language: by watching, listening, and absorbing. We built the product around bingeable, bite-sized content that encourages daily interaction, activity suggestions that reinforced learning, and emotional connection to the language.

Every design and content decision—from intuitive progress tracking to community-driven learning prompts—was crafted to make Arabic feel less like a subject and more like a shared experience. The result? A learning flow that feels more like entertainment, but with lasting impact.

Defining Visual Expression

Giving Arabic All The Time a design language that expressed its aspirations of making the Arabic language effortless, enjoyable and immersive was a huge milestone. I was faced with a challenge not to excessively rely on the Arabic element in order not to alienate certain users at first glance but yet make the brand recognizable.

Using colours such as Midnight blue (denoting AATT as a source of knowledge where users can constantly draw from), Burnt Orange (embodying warmth and friendliness inviting people from all geographies who aspire to experience the culture and language), Yellow (signifying the sun, representing the platforms role in illuminating the path of those seeking to learn about the culture and language), Bright Green (denoting the progress and growth user are bound to express when exposed to comprehensible input during their learning journey) and Aqua Blue (signifying clarity and tranquility).

This design system presented AATT as a truly global platform, staying true to its roots but looking to deliberately make users feel welcome.

What we delivered

• Vision Boards

• Logo System

• Type

• Color

• Grid System

• Art Direction

• Brand Guidelines

• Motion

• Marketing Materials