Tathqeef, Veil & The Pride Of Emirati Women

Following UAE’s commemoration of the intrinsic role women play in the nation’s overall progress and stability, Tathqeef Health Treatment Undertakings Services with creative agency Grey Dubai launched the ‘Veils Of Pride’ project, to mark Emirati Women’s Day.

The initiative honors the veil as a symbol of pride and empowerment by creatively showcasing the achievements and aspirations of modest yet modern Emirati women through artistic expressions.

Tathqeef interviewed eight inspiring women about their success stories and ambitions. Their life experiences and thoughts were crafted by artist Maher Abu Al Hasan into a one-of-a-kind series of posters each featuring an inspirational quote written in Arabic calligraphy forming the shape of a veil.

“Ever since the rise of our nation as a front runner in the international arena, veiled Emirati women have accomplished a great deal of success across a wide spectrum of industries. As a matter of fact, Arab women wear their veils with pride and can pursue their dreams and realize whatever goals they set their minds to,” commented Dr. Ayesha Al Dhaheri, CEO, Tathqeef.

The website also features an interactive veil poster creator, where visitors can create their own calligraphy.

Project: Veils of Pride
Brand: Tathqeef
Creative agency: Grey Dubai
Chief Creative Officer: Mike Shackle
Executive Creative Director: Vidya Manmohan
Associate Creative Director: Omaima Saad
Copywriter: Athina Lalljee
Art Director: Khaled Ibrahim
Regional Account Director: Dzila Dik
Strategic Planner: Ayla Demoraes
Artist: Maher A. Housn
Digital Agency: Hug

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