Al Aroussa (the equivalent Arabic word for “The Bride” in English) is an online luxury wedding directory for the brides in the MENA region. Client's brief stated to design an identity that speaks to the Arab and expats within this region, and emphasized having a strong Arabic feel. The original request was to create a bilingual identity. However, we proposed to combine the “Al” letters in Arabic calligraphy to the English word Aroussa, as these two letters resemble the English “Al.” The result is a very simple, clever logo that comes in one form but represents and addresses the client's two main segments.