Being tasked with helping Swarovski appeal to a younger female audience of designers in the Middle East, was no mean feat. We decided to celebrate modern, empowered Middle Eastern women and art-directed a photoshoot based around a day-in-a-life theme. I then created a web hub that helped connect the community of designers. This was supported with a series of events in Dubai and London for which I designed the collateral and London's event space. All this helped Swarovski build strong relationships with a new audience making the initiative a success.