Empowering and inspiring the next generation of Muslim girls

Client: Salam Sisters
Role: Lead UX and brand designer
Completed at Zileej Studio

Problem

Dolls can be an important medium to help create lasting memories, but they traditionally lack diversity.

We saw there was little representation of contemporary Muslim girls, who have unique backgrounds and interests from science to fashion to sport.

Solution

This resulted in the creation of Salam Sisters, a collection of five culturally diverse characters in the form of physical dolls, an app and stories.

I led design for this project, including:

brand identity, packaging and overall art direction
companion app UX and UI
online presence and e-commerce store
co-leading research, surveys and focus groups and user testing
design and direction for marketing, content and advertising campaigns

🚀 Impact

+3,000
app downloads

14,000
dolls sold in 20 countries

Featured globally
Huffpost, NowThis, ABC, Elle, CNN

Companion app

Alongside the traditional doll-play experience, it was important to bring in technology in a thoughtful and wholesome way.
Our challenges:

How could we bridge the gap between mobile and in-person play?
How could we support and enhance the characters and their stories
How could we make sure we were designing for fun, but not for addiction
Ensuring that the UX was simple enough to use for the target audience (girls 3+)

We created an app utilising augmented reality, that brought the characters to life in 3D.

We focused the play experience on expression and creativity to support the physical product.

E-commerce and online presence

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