In The Watan

Brand Identity

UX/UI

Photography

Prototyping

INTHEWATAN is a means of exploring Afghanistan to renew, re-educate and rectify stigmatised and stereotyped perceptions of Afghanistan; promoting exploration of Afghanistan’s culture, food, nature etc. through a different perspective than usual.

In today’s society, particularly in the west, the perception of Afghanistan and its people is distorted by the heavy focus on attacks, terrorisms and oppression. A stigma placed that the country is valued at nothing more than just that. If one were asked to describe the country, would it be any different to the stigma?

The aim and direction of the project is to bring to the beauty of the country and its culture, while also bringing attention to aid the country needs. As a native Afghan and a young first-generation immigrant, raised and living in the west, my ties with my culture remain threadlike. Roots were embedded through the efforts of parents ensuring traditions and language were maintained. However, many like me remain oblivious to the true nature of Afghanistan, even we, as natives only see Afghanistan through the window, we call media. Strong imagery, phrases and stigmas have in turn led to internalised hate, shame and ostracisation.

Not everything in the media is all there is to something. Media has distorted so many perspectives on so many things, it’s time we open the doors to new reputations, images and reality. I have covered the time just before the Taliban took over, the calm before the storm, seeing what everyday life was like for these people that are out of the western bubble of comfort.