The Muslim Chaplaincy at the University of Toronto (MCUofT) is an independent not-for-profit, established in September 2012 through donations and contributions by the community. MCUofT's mission is to engage Muslim youth by providing an inclusive space for them to foster a meaningful Muslim identity, enriched and supported by quality educational and counselling services.

I was approached by MCUofT's founding team to develop an identity for the organization. Through the course of several meetings, we discussed their aims and objectives, defined their target audience, and generated a list of words, thoughts, and feelings we wanted people to associate with the brand.

The identity was designed to be rich and vibrant so as to feel welcoming to anyone in need of MCUofT's services. As a one-dimensional shape, the white hexagon with a larger hexagon serves as a metaphor for the space that the chaplaincy provides students.  Whereas, the overlapping circular shapes within the larger hexagon are meant to represent the coming together of different people. The shape of the hexagon can also be interpreted as a three-dimensional cube, a reference to the Ka'ba — the cube-shaped structure in Mecca, which serves as a unifying point for Muslims of various backgrounds.