In a Nutshell...
Tashkeil* is inspired and developed from diacritics* Of Arabic script and the vocalization of Arabic words (accents), which is the process of giving any Arabic word not only its phonetics but more importantly its meaning.
The organization is grounded on the idea of fostering the skills and creativity of Arab designers and facilitating their direct participation in the development of suitable projects.
It is our aim to inspire the region in achieving its renaissance in opening minds, Fat’ha; uniting skills and common interest, Damma; breaking obstacles, Kasra; building bridges between the designers and the commercial world, Madd; creating an online presence, Tanwee;n and promoting peace and harmony between cultures through engaging in local and global social corporate activities, Sukoon.
Vision
Tashkeil aspires towards reintroducing designers in the Middle East as active creative stakeholders in the global arena. We aim to revive our region's heritage as an eclectic center for design, art, architecture and culture in hopes of reducing Designers’ migration to other locations.
Mission
Tashkeil strives to be a socially conscious enterprise that promotes designers by providing them with an information exchange forum, media coverage, access to our commercial network and exclusive membership benefits.
Values
Productivity: Ensuring that exceptional and potential talents are properly recognized, developed and utilized
Sustainability: Maintaining the flexibility to expand and adapt across borders by developing projects to fit the needs of any given culture. We branch out and create alliances with other organizations that share our vision.
Corporate Social Responsibility: Using our company as a tool to raise social consciousness towards issues that challenge our society
Creativity: Building an atmosphere for designers that ease the pressure of running a business by allowing them to pursue their talents and achieve their objectives
Quality: Insisting on a high standard of quality while meeting international benchmarks
Integrity: Striving to gain the trust of our customers and partners.
*The literal meaning of taškīl is "forming, variety". Tashkīl also refers to (ḥarakāt)* which serves as a phonetic guide to making Arabic more easily read and shows the correct pronunciation.
*1: Diacritic is a mark typically used in combination with another character. These are sometimes called 'accents']. These unique signs (Harakat/Tashkeil) are simplification - a bridge that leads to correct pronunciation.
* ḥarakāt- literally means "motions"
