Case Study
Shamal
Workwear
Lightweight workwear for the world's harshest climates.
A product engineered to help construction workers stay safer, cooler, and more visible in extreme Middle East heat.
Client
CE-Creates (Crescent Enterprises)
Year
2017
Category
Product Design & Innovation
Services
At a Glance
- BrandShamal Workwear
- What it isISO-certified, safety-led workwear engineered for extreme heat
- Our roleProduct design and innovation, brand strategy, naming, identity system, design direction, website UX and development
- Launch visibilityIndustry coverage and regional trade visibility
01 — The Brief
Create a workwear for the world’s harshest climates.
Shamal was already in motion when we were brought in, with early development underway. The ask was to help turn an ambitious concept into a credible product and brand that could withstand real construction environments in extreme climates.
A construction worker carries steel poles across a high-rise site in the Middle East, pushing through 50°C heat.
02 — The challenge we raised
The risk was not design taste.
It was a design method.
If you design workwear as "just clothing," you miss the engineering realities that keep people safe on site: snag-risk, low-light visibility, fabric performance under sweat and heat, abrasion resistance, and long-wear durability.
When heat and fatigue are part of the job, details stop being details. So we reframed the assignment: before aesthetics, we needed a system that could protect lives, reduce heat burden, and stay dependable shift after shift.
Key site hazards addressed
- Snag-risk on high-traffic sites
- Low-light visibility failures
- Fabric breakdown under sweat & heat
- Abrasion in construction environments
- Long-wear durability demands
So we reframed the assignment:
Before aesthetics, we needed a system that could protect lives, reduce heat burden, and stay dependable shift after shift.
03 — The Strategic Reframe
Treating workwear
like an engineered product.
We treated the workwear like an engineered product.
That meant going back to first principles and defining the real requirements with discipline:
- Safety-first construction logic: no loose elements that can snag in high-traffic sites
- Visibility under low light: reflectivity that performs at night
- Heat management: rapid sweat-wicking and fast heat dissipation
- Durability: abrasion and construction wear realities
- Compliance mindset: design features that could be tested and certified (ISO-led)
Approach: First principles engineering
Method: Iterative design → prototyping → testing
Standard: ISO certification pathway
Validation: Real-condition performance testing
Only once the requirements were clear did we
move into iterative design, prototyping, and testing, then finally brand and launch.
04 — The Idea
Inspired by the desert.
Engineered for the job.
Create a workwear system inspired by the desert, engineered for the job. A brand and product designed around one simple truth: the Middle East heat is not a backdrop. It is the opponent.
Shamal needed to feel effortless to wear, but uncompromising in performance, safety, and visibility.
05 — What We Made
An end-to-end product
and brand platform.
Product design and innovation
We led design development through a functional, test-led approach: research, sketching, prototyping rounds, and performance validation in real conditions.
Key fabric and performance systems were defined as a clear innovation stack — six integrated systems covering seam integrity, durability, ventilation, moisture management, visibility, and UV protection.
Innovation STACK
- Tight-Fix System Engineered stitching to limit seam failure and maintain garment integrity through hard wear.
- Durassist System Reinforcement in high-stress areas for long-term durability in construction environments.
- Airvent System Ventilation-led design supporting airflow where the body needs it most.
- Hydropores System Sweat management and moisture movement to reduce heat retention.
- Omni-Reflect System Visibility system for recognition in low-light and night work conditions.
- Hydropores System Sweat management and moisture movement to reduce heat retention. Omni-Reflect System Visibility system for recognition in low-light and night work conditions. UV-Fense System UV exposure protection for workers operating long hours outdoors.
This is where we moved from design to deliver:
Turning performance intent into a buildable, testable product.
Six stages of prototype tests, reduced garment weight, improved thermal comfort.
Prototype testing rounds
Integrated performance systems
Safety compliance
Brand strategy, naming, and identity
Once the product foundation was solid, we created a brand that could carry the same purpose and credibility. Shamal draws from the desert context and the Northwesterly wind, with a story rooted in the region and the realities of harsh climates.
The identity system was designed to feel industrial, functional, and confident, with graphic cues that connect naturally to construction environments.
Naming: Shamal (Northwesterly wind)
Tone: Industrial, functional, confident
Graphic language: Construction-environment cues
Identity: Logo, mark, type system, colour palette
Website experience and build
We designed and developed the Shamal website as the primary place where the product story, innovation stack, and brand system come together, translating technical performance into clear, accessible language for decision-makers and procurement teams.
Purpose: Product story + innovation stack hub
Audience: Decision-makers, procurement teams
Approach: Technical performance → accessible language
Goal: Scale beyond word-of-mouth and trade-floor conversations
06 — How it showed up to the world
Shamal launched as a complete system, not a logo and a garment.
- A performance-led product story supported by testing and validation narratives
- A brand identity that signals safety, reliability, and industrial credibility
- A digital platform that communicates innovation clearly and helps the product scale beyond word-of-mouth and trade-floor conversations
07 — Impact
Engineered credibility.
Market belief.
Shamal was positioned publicly as engineered workwear designed for extreme climates, with coverage highlighting rigorous testing and performance outcomes.
- Industry reporting described Shamal as having gone through six stages of prototype tests, with outcomes including reduced garment weight and improved thermal comfort, validated through a structured testing process.
- Coverage also highlighted Shamal’s purpose-built nature for extreme heat environments and its launch under Crescent Enterprises’ venture-building efforts.
This is the Delight moment:
The market response reflects not just a launch, but belief in the product's credibility.
Samer Choucair, Director at CE-Creates, at the Shamal Workwear booth, showcasing lightweight high-visibility gear built for extreme Middle East heat.
Press
“Improved thermal comfort superior to any previous garment worn.”
08 — Why This Matters
Most workwear branding starts at the surface.
Shamal started at the seams, the sweat, the snag-risk, the visibility, and the long shifts. By treating the brief like an engineering problem first, we helped turn a struggling in-progress effort into a product and brand system built to earn trust in the harshest conditions.
Work Delivered
Capabilities
Design & Branding
- Product & Service Design
- Brand Identity & Guidelines
- Naming
Digital Experience & Content
- Digital Platforms & UX
- Mobile Experiences
- Commerce & Conversion
Cross-cutting Capabilities
- Creative Strategy & Concepts
- Creative Direction
- Product Innovation
- Effectiveness & Results
