Astana

Astana is Pakistan’s pioneering multimedia platform for critical design discourse, launched in 2024. Its second print issue, designed under my direction as brand designer and creative director, introduces the concept of "Commuter Maximalism." This term captures the layered, visually rich character of Pakistani public spaces, serving as a foundation for the visual identity.

The issue features over a hundred pages of intricately crafted layouts, weaving together articles, stories, illustrations, and photography into a cohesive narrative. Our approach involved creating a dynamic visual system, including custom logos, thoughtfully selected font systems, and a vibrant color palette that echoes the complexity of the subject matter.

A standout element of this identity is our illustrated mascot, Snarkali, inspired by a figure from Mughal mythology. Known for captivating a king and his son, she was punished by being sealed behind a wall. With Snarkali, we aimed to give her a voice, crafting her own narratives that add depth and humor to the reader’s experience. The visual identity weaves together Snarkali’s story with the intricate details of the publication, inviting readers to engage with the layered complexities of design in contemporary Pakistan.