Maram Al Refaei is a Visual Communication specialist and Graphic Designer who brings culture into every aspect of her work. Whether it is collecting and archiving the culture of her home city of Cairo – we’re talking everyday items, like takeaway cups and packaging – or pioneering access to print facilities at Cairo Print Club, she champions change through self-expression, illustrative typography and community projects.
Egyptian by origin but born in Saudi Arabia, Maram brings her eclectic passions to the fore through her expressive style. Now based in Cairo, she is equally influenced by both the old and the new. Combining her love of Egyptian archives with her appreciation of classic cartoons, anime and music, she is unafraid of exploring her inner self and the world around her to create truly unique work.
Maram’s ability to examine and address culture is fascinating and thought-provoking. She is conscious of traditions and expectations within the Arab world but uses these as a springboard to launch challenging conversations and finds courage in the tensions of the spaces she inhabits. As a founding member of design studio Archief Cairo, she invites us to take inspiration from the places we inhabit, imagining new possibilities in the everyday and changing culture through design itself. With recognition from It’sNiceThat, and contributions to 100bestarabicposters and one of a kind Cairo Print Club, it’s fair to say that she’s doing just that.
We chatted with Maram about how our emotions and self-awareness can translate into design inspiration, why viewing typography as illustration can grow your creative confidence, and where our choices can influence diversity and inclusion.
Can you tell us a bit about your career path and how you got to where you are now?
I’d been interested in the arts for as long as I can remember, but never imagined I could be a designer. I never even really knew what design was. But I had a feeling about it, and I followed that intuition by applying for a design major.
I studied Applied Arts and Science for five years at the German University in Cairo, and graduated with a Bachelor’s degree in Graphic Design. I now consider myself a Visual Communication specialist and Graphic Designer. Owning this title has given greater depth to the things I feel and observe, and shown me ways to share intangible thought and ideas.
After graduation things began to progress. I decided to express myself through sharing what I do and started actively practicing design. This constant practice has allowed me to grow as a designer. I believe it’s essential for designers to hold on to their passion, whatever it may be, as a means of guidance and continuity. I found mine in communication, culture, and self-expression. I’ve discovered new interests such as archiving and collecting. Besides my studio work in Archief Cairo and Cairo Print Club, I’m freelancing and contributing to projects that summon change, like Heart Directors Club Womxn Edition.
How did the Archief Cairo collective project begin, and what is the purpose behind the project?
In 2019, right after I graduated, Ryan Vicente Lee Grees, an instructor and lecturer at the German University in Cairo, wanted to create a studio that was an extension of a project we worked on together. Under Ryan’s supervision, I and a team of eight created ‘48 Hrs in Cairo’, a book offering guidance for places tourists can explore and visit. It was a good starting point for the studio. After that, Ryan, Hana Neuman and I co-founded the Archief Cairo studio. We shared a common interest in Cairo’s culture and wanted to build on that. The studio is a multilingual lab that researches, preserves, and communicates culture. We began exploring Cairo’s streets, taking photos, documenting and collecting items. Everything from juice cups to sandwich bags and packages. We aim to study the immersive visual array of Cairo’s streets, using it as inspiration for ourselves and others.
Unoriginal Yet Original: Postcards series, are an invitation to grand Attaba, the busiest, most lively local district in Cairo. It’s an all-you-can-find kind of place. From Nike, Adidas to Mickey is displayed all together by their original name but unoriginal looks.
Why did you decide to set up the Cairo Print Club and what does the future hold for the platform?
There are dozens of digital and offset printing houses in Cairo. What isn’t easiy accessible is silkscreen printing, and when it comes to risograph printing, the machines just aren’t available. Our team, with a new partner on board (Yousef Sabry) decided to launch a specialised printing club. We are not fully established yet, but I can proudly say that we’re the first in the whole of Egypt to have a riso machine. We’re now building our visual identity and creating leaflets and guides that’ll include information about the riso itself and our services. We will also be holding several riso and silkscreen printing workshops and collaborative projects.
Could you tell us about a stand-out project that you’ve worked on with Archief Cairo, and why it’s important to you?
One of our latest projects was rebranding a poster design competition that honours the best Arabic posters in the Arab world. Since the project itself originated in Cairo we reinterpreted the identity by using our collective library of Egyptian comics and illustrated books. Our field research involved multiple trips to places with rich, Cairo-like visuals such as Attaba, Downtown, and Maadi. This project really strengthened my design style and process. Our studio was recognised by It’sNiceThat, which affirmed that Archief Cairo is getting noticed, and definitely going somewhere.
Music cover for the Heart Directors Club Womxn Edition, where design meets music. The artwork interprets my favourite empowering song into a poster using fluid lettering under the theme of flowers.
Expressive lettering and typography combined with playfully illustrated characters is often a feature in your work, how have you developed this creative approach?
What influences me most are the old Egyptian archives, that hold super-expressive typography with a hand-drawn feel which has endless possibilities. Although I don’t call myself an illustrator, I am interested in illustration. I’ve also come to recognise typography as a form of illustration, which gives several meanings to what illustration is and might be. This perspective made me feel comfortable and gave me space to experiment with my understanding of illustration and typography.
Cultural identity and the atmosphere of Cairo seem to be an important source of inspiration in your work. Can you tell us more about your sources of creative inspiration?
As a kid I was enthralled watching cartoons, playing video games, and building Lego. I can still recall thevisuals from those things today. But the most creative library of inspiration to me is anime. From the plot and the themes through to the characters, I absolutely love it, and I feel my brain grows twice its size while I’m watching it. My favourite anime series include The Seven Deadly Sins, Fullmetal Alchemist Brotherhood, and Yu Yu Hakusho. Music is a great inspiration to me as well, and I definitely have an 80s and 90s vibe in me.
From Makhtout workshop, translating Arabic manuscripts into contemporary design initiated by Sherine Salla: ‘Who Stole the Chicken?’ — a riddle from a 1970s Egyptian zine narrating a poem about a stolen chicken.
How has being a woman impacted your career?
Being an Arab woman has both pros and cons. When it comes to my family and relatives, they don’t entirely understand what I’m doing for the most part. That’s okay, sometimes, because I then have a chance to express myself and familiarize them with what I do. It becomes challenging and disappointing when some think I should be married by now and shouldn’t focus on my career. Being a designer takes lots of guts because I’m always seen as different. Those on a similar path will understand and connect with me and what I do. The good thing, however, is that I get to say all these things and really own my story as a designer and as a woman. This tension between what I do and who I am gives me vitality and courage.
How do you think we can encourage greater diversity and inclusion across the creative industries?
It’s always fear that holds back creative individuals . Fear still gets to me a lot of the time. It won’t completely disappear from the world and we should make peace with that. What we can do is eliminate it from our spheres of influence and our own minds. It’s not easy, but you can start with just the intention. We can start with what we already have, no matter how insignificant it might seem to be. Diversity and inclusion happen when we make decisions, and it is only we who can make them. We have the choice to show up or to hide.
Work for Kid Simius, a German-Spanish-based DJ artist — digital posts in different formats for his November tour in 2019.
Do you have female role models or mentors who have shaped your career?
I was (and still am) lucky to have supportive working partners and educators, which is so important for creatives. We always need to surround ourselves with other creatives, but that doesn’t necessarily mean just designers. It could be those street vendors around the corner, who serve the most exquisite tasting thingsthat inspire our senses. They are artists too. It depends completely on how we perceive things, and how open we are to learn to perceive them differently. As for a female role model, it has to be my Mom. She’s the true meaning of strength, and she’s made me strong.
If you could go back to the beginning and start your career again what would tell your younger self?
- Get ready.
- Focus.
- Revise.
- Take your time.
- Don’t be hasty.
- Sleep, eat well and exercise.
- Your personal time is off limits.
Do you have any words of advice for women considering a career in the design industry today?
I’m saying this not only for other women, but also for myself, because I’m learning every day.
We have to understand ourselves, where we come from, and study our emotions before anything else. Knowing ourselves makes us better communicators, and when we distinguish who we are, we understand others. We should take the time to get to know our inner selves; accept them, love them, and share them. Doing this will boost our confidence, help us to express ourselves, to understand our culture, and to interpret it our own way.
Which female creatives inspire you and why? Got any recommendations for us?
- Najla Said — Photographer and art director; brilliant, emotional, artistically and personally honest, beyond limits creative, and just a pure, genuine spirit.
- Shamma Buhazza — Graphic and type designer; mastermind in both visual and concept, intellectual, present, and aspirational. I can’t get enough of what she’s doing.
- Celine Raffy — Illustrator and graphic designer; mind-blowing, visually and artistically individual and absolutely lovely. Her illustration style is self-invented and I’m obsessed.
- Dara Hassanein — Olympic synchronized swimmer, graphic designer and illustrator; passionate, hard worker, and super successful. She established her brand, RebelCairo, which produces stunning garments with beautiful branding, packaging, and photography.
- Sohaila Khaled — Illustrator, children’s book creator and comic artist; charming, emotional, and authentic style. I wish I could live in her illustrations.
- Nora Aly— Graphic and type designer; bright, warm, exceptionally talented and a visual branding expert. She’s proven her abilities and talent within regional and international communities, and I just love her.
To see more of Maram’s wonderful work follow:
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Article by Hannah De Bell
Hannah De Bell is one of our amazing DesignbyWomen collaborators. This article forms part of a series of features, focused on celebrating work created by creative women of colour.