BOUHDY ART
A family art business: five self-taught artists inspired by their father's Moroccan heritage. The brand identity, art direction and lookbook bring mixed media, contemporary alcohol ink, hand-painted games, ceramics and a first digital art collection together under one name.
Turning a family's shared heritage into a brand five people could own.
BOUHDY ART is the art business Karim co-founded with his family. Five family members, all self-taught, make work inspired by their father's Moroccan heritage and the places they have lived and traveled. That is a rich starting point and a hard one to package. Each person brings something different, in medium and in role, from mixed media mosaics to flowing alcohol ink, from hand-painted games and ceramics to selling the work. The question was how to present that range as one brand rather than five separate practices, with a brand identity and art direction that give the art a consistent stage and still leave room for each artist to be experimental.
Brand identity and art direction rooted in Moroccan zellige and flowing alcohol ink.
As artist and co-founder, Karim also took on the art direction. The lookbook sets the family's two visual strands side by side: mixed media rooted in Moroccan zellige, the traditional mosaic tilework, with its shapes, patterns and colors, and a simpler contemporary strand of alcohol inks and synthetic materials, flows of color inspired by their travels. It opens with portraits of the family, so the people are part of the brand, then moves through four sections: Mixed Media, Contemporary, Functional and Experimental. The photography follows the work, from dense mosaic-like canvases to hand-painted checkerboards, backgammon boards and ceramics. When NFTs rose in 2020, the family's first digital art collection followed, made with world-renowned DJ Lies on Planets, and it closes the lookbook in the Experimental section.
A family practice became one art brand, from canvases to a digital collection.
BOUHDY ART is a family business. What changed is its shape. Five self-taught artists now share one name, one visual language and a lookbook that presents the full range: mixed media, contemporary ink, functional pieces and digital work. The Mixed Media work alone draws on more than 100 mediums, and the identity is open enough that hand-painted games and ceramics sit naturally beside the canvases. This is where brand identity, art direction and a product range met outside enterprise software. The instinct to simplify complexity and give a family of work one clear system is the same one behind the Google Cloud and SAP work, and the kind of thinking we still use at Open Session.
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Google Gemini Infinite Nature
Our founder, Karim, partnered with Google Cloud's AI Experiments team and Deep Local to create Infinite Nature—Gemini's first public demo experience, pioneering generative UI where users and AI co-create the interface in real-time while exploring 8TB of global fauna data.