Qariaat - Yomna Ismail

The what

Qariaat is an educational non-profit charity that focuses on breaking barriers that stop women and girls from learning about and connecting with the art of reciting the Quran (Tajweed). I supported the organization by marketing growth and creating educational content that made learning Tajweed easy.

The why

As the art of reciting the Quran can present many challenges that may prevent someone from connecting with the content and ultimately engaging with Qariaat, it was important to make the marketing and learning experience as little intimidating as possible by showcasing relatable, easily digestible digital content.

The how

Tajweed can be a hearing-only exercise, so we focused on making it more visual through digestible, easy-to-read educational content, such as infographics and Instagram carousels, which gave students open-source content they can come back to for reference.
As for marketing, we focused on creating a place of comfort where students can see how Qariaat breaks barriers and how it can help them find the results they need from attending the in-person sessions. This translated into increasing the number of reels featuring playful storytelling.

The end

Qariaat continues to grow day by day, allowing many women with prior negative experiences with the Quran to find comfort in a place that welcomes them with open hearts through a light-hearted, relatable experience.