Halua — Case study · Niyah Design

— 01 / The project

A series
one hundred percent
Moroccan.

Halua is an animated series in Darija — Moroccan colloquial Arabic — celebrating the Kingdom's cultural wealth: its cities, its proverbs, its cuisine, its expressions. The art direction was conceived by Norédine Allam (Studio BDouin), who established the overall visual world of the brand and its characters.

Our work focused downstream: adapting and bringing that art direction to life across communication channels, week after week, to keep the series alive beyond the episodes.

— 02 / Our role

Bringing the brand
to life every day.

A cartoon lives through its episodes — but also, and above all, through everything that happens between them: the posts, the stories, the teasers, the games, the behind-the-scenes. That's the territory we inhabited for Halua.

In practice, we produced the entire social media content pipeline: episode covers for Instagram and YouTube, recurring themed series (Darija Word of the Day, Morocco Quiz, Mini-Phrases), icons, key frames for the motion designer, and multi-format adaptations (1:1, 9:16, 16:9).

“Keep the signature, multiply the surfaces.”

Every visual is designed to stay true to the world of Halua while holding its own editorial codes: publishing rhythm, typographic hierarchy, a hook in just a few seconds.

View the @halua.toon feed

— 03 / The launch

Announcing the series.

For the official launch, we adapted the identity into announcement covers — episodes 1, 2, 3 — designed to work equally well in the Instagram feed, in stories, as YouTube thumbnails and as channel banners.

Screenshots of the Halua launch assets — desktop and mobile versions

— 04 / Darija Word

Learning Darija,
one word at a time.

A recurring editorial format: a Darija word or expression, brought to life visually with the characters of the series. A playful gateway for non-Arabic speakers and a knowing nod for everyone else.

Word · 01

Word · 02

Word · 03

— 05 / Morocco Quiz

Morocco
in questions.

Chefchaouen, the white dove, dried meat, the tanjia… Each quiz is a chance to tell a fragment of Moroccan culture, keeping the look of the series and an accessible tone.

— 06 / Mini-Phrases

Expressions
that are useful every day.

A longer take on the "Darija Word" format: complete phrases you can drop in a souk, a café, a taxi. The characters carry the text; typography stays front and center.

— 07 / Icon system

A visual alphabet.

An icon library designed for stories, Instagram highlights and interface screens. Consistent with the line work of the characters.

— 08 / Frames for the motion designer

Direction frames for the motion designer — captures of the Halua graphic system

From still design
to motion.

For animated content (teasers, intros, transitions), our role was to produce the key frames: precise compositions that serve as the foundation for the motion designer's final animation.

The animation was entrusted to Studio Sea of Palms, a recurring partner on Halua productions.

— 09 / A book per episode

One book
per episode.

Alongside the digital production, we designed a collection of printed books — one book per episode — to extend the Halua experience off-screen.

Layout, typographic choices, the characters reworked as editorial illustration: a format conceived as an object to keep, to give, to collect.

— 10 / Credits

One team,
several studios.

Halua was born from a collaboration between several entities. Here's who does what — and where to find the series.

Halua.

A series one hundred percent Moroccan.

Bringing the brand to life every day.

Announcing the series.

Learning Darija, one word at a time.

Morocco in questions.

Expressions that are useful every day.

A visual alphabet.

From still design to motion.

One book per episode.

One team, several studios.

Let's talk.