Hurqalya
Product strategy, rebrand and digital redesign for the reboot of a 50-year-old NGO rooted in universal Sufism and interfaith studies. The brief called for a contemporary interpretation of mysticism as both aesthetic and conceptual starting points. Behind that expressive layer, however, was the need for a rigorous, well-structured system capable of supporting a complex and evolving organization.
Behind the Scenes
A year-long engagement translating extensive user research, organizational knowledge and decades of archived material into a new program strategy and digital foundation. The work spanned information architecture, a flexible design system and a new member portal supporting program scheduling, event management and faceted browsing across the organization's content archives.