Written by GTI

How do you give GTI fans in the Middle East a voice as bold as their passion? GTI clubs across the region had turned the car into a cultural icon, but the brand still spoke in a way that didn’t reflect them. In a place where identity is deeply personal, something was missing. Until the GTI found a new way to speak.

An Opportunity 

The Middle East has one of the strongest GTI communities in the world. Fan clubs span across countries, united by a shared love for the car’s performance, design, and spirit. But while the GTI had found a home in the hearts (and garages) of enthusiasts, it hadn’t found one in their culture.  From car wraps to club logos, GTI fans were expressing themselves in English typography and borrowed visuals — in a region where Arabic is not just a language, but an art form. This disconnect opened the door for a powerful cultural idea.

'Written by GTI' gave fans something they never had before — a voice of their own. We created the first Arabic typeface written by a car. Inspired by the GTI’s movements, the font blended Arabic calligraphy with the car’s performance dynamics — every curve and stroke reflecting speed, precision, and power. It wasn’t just typography; it became a symbol of regional identity, uniting fan clubs and transforming how the GTI looked, sounded, and belonged in the Middle East.

CLIENT: VOLKSWAGEN MIDDLE EAST, AGENCY: CHEIL MEA, PRODUCTION HOUSE: INDISTUDIOS,
EXECUTIVE CREATIVE DIRECTOR: RAMZI IBRAHIM, CREATIVE DIRECTOR: JAMES TAN, ASSOCIATE CREATIVE DIRECTOR: DAVID SANCHEZ, ART DIRECTION: PAULA ZAMBRANO, COPYWRITING: RITABRATA SAHA, DEBALINA CHOWDHRY, FONT CREATION: WAEL MORCOS, MORCOS KEY, GRAPHIC DESIGN: AMINA KHAN. ARABIC COPYWRITING: HUSSEIN KADDAHA, TAMARA OSMAN, MOTION GRAPHICS AND EDITION: MARK ROBIN PINGA, LAURA MAHMOUD, EMILIANO ARGANARAZ, MARIA JOSE REY, SOUND DESIGN: SEBASTIAN CORREA. CAR ILLUSTRATION: JEAN PIERO MONTILLA.