Branding, graphic design, merchandise
Dubai, UAE
2022-2023
Their role centered on strengthening the store’s identity by translating the language of record culture, club ephemera, and 90s music graphics into a more cohesive visual world across the shop, social media, webstore, merchandise, and event materials. Rather than treating these as separate outputs, Assi saw them as parts of the same cultural ecosystem.
That visual direction was informed by Assi’s own proximity to DJ culture and independent music communities, allowing the store to feel less like a conventional retail space and more like an extension of the scenes it served. Alongside this, they contributed to its programming, events, workshops, and wider community presence, helping shape The Flip Side as both a record store and a meeting point for Dubai’s music culture.
Various promotional posts for The Flip Side