Dar Safa

Nestled in the heart of Marrakech’s medina, Riad Dar Safa blends modern design with the timeless charm of the city’s past. Inspired by vintage photography from the nearby Maison de la Photographie de Marrakech, and its commitment to artisanal and contemporary elegance, the brand identity was designed to reflect a seamless fusion of old and new—an intimate retreat where history is curated for the modern traveler.

In addition, the visuals were born out of our curiosity around AI. Rather than looking at AI as an existential threat, we attempted to find creative ways to work with the technology by streamlining the more mundane portions of our process while pushing the work further into other organic territories.

Combining heritage and storytelling with the riad’s romantic, minimalist palette, the visual identity blends computer generated imagery with handcrafted, human-centred design elements. From Midjourney and Firefly-based prompts to the hand-painted pattern inspired by Moroccan zellige tiles, Dar Safa tastefully blends seemingly contradictory forces, crafting an identity that explores the intersection of tech and human artistry. From messaging to mockups, Dar Safa’s visual identity is both a tribute to its contemporary elegance and an exercise in AI’s potential in creative storytelling.