Meraas – An Inclusive Art Experience for a Visually Diverse World

As part of a public awareness initiative launched during World Braille Literacy Month, I was responsible for the creative concept, copywriting, and art direction of the MERAAS campaign a project designed to make the visual beauty of our city accessible to over 600,000 individuals living with vision loss.

My role involved crafting the campaign’s narrative voice, developing emotionally resonant copy that invites imagination and empathy. I also led the art direction, shaping the visual identity of the installations and ensuring they offered a multi-sensory experience combining touch, sound, and poetry allowing the visually impaired to "see" the city through feeling and imagination.

The campaign featured a series of public art installations that celebrated the city’s most iconic landmarks, translated into tactile forms and accompanied by poetic descriptions in both written text and Braille. These installations didn’t just describe the view they evoked it.

MERAAS was more than a campaign. It was a statement that beauty belongs to everyone, and with the right tools, we can create spaces where no one is left out of the experience of wonder.