BLR WORLD — Rowan Elatrache's Portfolio

BLR WORLD

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Designed creative concepts across different projects.

Frank Gehry stated “I think the blurring of the lines between art and architecture has got to happen” (Gehry, 2009).
There is an evolution between artistic expression and architectural design. Each observer may experience and
interpret architectural structures uniquely. Gehry, F. O. (2009, December). Gehry also described his initial drawings
as loose and instinctive, saying “I think of them as scribble… I don’t think they mean anything to anybody except to me,”
(Gehry, 2015) yet these seemingly unstructured marks often anticipate the character of the finished project.

Inspired by Gehry's approach, I created a sketch that reflects my perception of the
Guggenheim Abu Dhabi building capturing the sculptural essence of the museum's spirit.
Committed to research and drawing inspiration from innovative architectural designs,
culture and the people. This sketch was used as a proposal material.

Worked on Expo 2025 collaterals for BLR World.
The yearbook below commemorates the work accomplished during the six months.

Created a staff playbook for BLR’s team and new joiners.
Inspired by BLR’s playful guidelines and the use of gradients, this book shows the organic company culture.

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