Visual Identity Development
Content Creation
Operations & Activation
Inspired by the community of riders organically gathering at heaf Marsa Al Arab, we created heaf function—a cycling collective that gives this movement identity, structure, and purpose. With the tagline “ride till heaf”, the concept positions heaf as the ultimate ride destination: the sun, the view, the fresh sea breeze, and a well-earned treat. The project encompassed ideation, positioning, logistics, brand identity, and social media management.