Brand consistency across different scripts and cultures is a challenge that every brand manager knows. So how does one maintain the same identity in a script that runs in a different direction, and in styles that are so different from what one sees in Latin? How does one translate »modern« in Arabic? What is the visual translation of »chiq« in the Middle East? Every culture and script bring to the table a new set of expectations, a whole range of collective memories. Nadine Chahine’s talk will focus on how to establish dialogue with the Middle East while taking a quick look at design trends and the cultural considerations that one needs to be aware of.