The Change (Time Design)
The Change (Time Design) is inspired by the only constant in the universe, change.
Change is a fact the is neutral in terms of its connotations. Bad times change for good or for even worse times. Similarly, good times can also change for better or for bad times. Regardless, life moves on and being stuck in the past helps no one. Embracing change can have benefits if bad times are the present.
The Arabic calligraphy writing "لا شيء يدوم" is the literal translation of "Nothing stays the same." This is a simple, direct message aimed to reinforce that change is coming whether we like it or not and whether we need it or not. The choice of a clock, is based on its symbolism to time, in which we measure change through.
Arabic writing is usually viewed with suspicion and fear as many people associate it unjustifiably with terrorism. Thus, through showing the beauty of Arabic writing and Arabic calligraphy via printing it on hippie T-shirts, sweatshirts, hoodies, tank tops, mugs, canvas, tote cotton bags, and mouse pads; we hope to change the perception of Arabic writing towards admiration and appreciation.