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Idrees Rasouli

Design and Urban Innovation


About
News

Practice
Projects
  1. SSE HQ
  2. Tate II
  3. Jebel al-Jais
  4. CCTV HQ
  5. Qatar Library
  6. The C
  7. Rotana
  8. Aspire Zone
  9. Eton Finish Line
  10. Hucknall Links
  11. Inner Harbour
  12. Lusail Marine
  13. River Soar


Research
Projects
  1. GATEway 2030
  2. Child’s Playground
  3. World of Hope
  4. Ford Autonomous
  5. Peace Garden
  6. Celebrating Life
  7. Mangai
  8. Ghost
  9. Seoul Social Software
  10. Tokyo Social Software
  11. Microkinetics
  12. Beyond Grey
  13. Future Mill Road
  14. Digital Preparation
  15. Decolonised Innovation


Start-ups
Ventures/Enterprises
  1. Qaf 1.0
  2. Sealeaf 1.0
  3. Create Cambridge


Teaching
Learning/Activities
  1. Artefacts
  2. Healthy Cities
  3. Future of Work
  4. Urban Interventions
  5. Care & Resilience
  6. Smart Workplace
  7. Design Ethics
  8. Critical Thinking + Doing
  9. Urban Justice
  10. Urban Innovation


Pedagogy
Education/Scholarship
  1. Rethinking Creativity
  2. Repositioning the Art School
  3. Multi-course Structure
  4. Cross-cultural Pedagogy & Practice


Publications
Articles/Reports
  1. Post-Disaster Social Regeneration
  2. Disaster Recovery by Design
  3. Human-Connected Leadership
  4. Decolonised Innovation
  5. Rethinking Urban Partnership
  6. Designing Under Extreme Resource Constraints


Presentations
Talks/Workshops
  1. The Architecture of Money
  2. The Six Realities
  3. Reduced Inequalities
  4. Resilience Through Design
  5. Is the Future Inclusive?
  6. The Thinking City
  7. AI and Creativity
  8. Technology for Social Good
  9. Tradition vs. Innovation
  10. Rethinking Civic Engagement



© 2025 Idrees Rasouli
Mark

The-C
Re-branding and In-store Experience





— Designing a Unique and Memorable Experience —

Brand Platform.

Brand Values.


> The C, a retail brand specialising in catering services for the elite and high income customers in the Middle East, needed a rebrand that would help them become a onestop shop for highend catering and a new retail design strategy that provided a unique and memorable experience to the customers — complimenting their refreshed brand values and market positioning.


Proposed Brand Orientation.


> Under the baton of The C, the maestro gestures and refines the elegance revealed in the brandmark through the contrast of colours and artistically crafted flowing lines. The lines symbolize the savoir faire of achievements, each one presented with a unique flair of art and personalised tone. The typography and layout are gently brought to life with a stroke of passion to further emphasise the premium look of ‘The C’ and its performance.



Proposed Brand.


Proposed User Journey.

Ground Floor.
First Floor.

Axonometric View of the Showroom.

Reception.
 Showroom Display.

Entrance.

Brand Colours.
Display Categories.


Organisation + [Credits]
Fitch, [Fitch]
Role + [Team Size]
Strategic Design & Futures Lead, [6]
Date + [Duration of Involvement]
2011, [2 months]
Client + [Project Location]
Kuwait Catering Company, [Kuwait, UAE]
Status + [Project Type]
Proposal, [Creative Direction & Design Concept]
Brief + [Challenge]
Creating a One-Stop Shop for High-end Catering, [Radical Re-branding]


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Mark