Samarkand is a cultural initiative dedicated to preserving traditional Palestinian tatreez (cross-stitch embroidery). They offered embroidered products, hands-on tatreez workshops, and research to protect this art form while fostering global appreciation.
Trained in International Law and Human Rights at Bard College, Samar Abedrabo founded Samarkand to teach Palestinian tatreez to a new generation—creating embroidery kits and leading workshops that empower beginners to connect with this heritage under occupation.
Samar needed an accessible identity for tatreez embroidery kits that could appeal to a wider audience, including international audiences. The initial brief requested no visual references to tatreez patterns—the concern being that literal reproduction might appear dated or limit contemporary appeal.
The brief presented inherent tensions: honouring Palestinian tradition while remaining approachable globally, being distinctly Palestinian without appearing dated, working across product sales and cultural preservation, and addressing current needs while building a scalable system designed for growth. The deeper question: how does design serve cultural preservation work under occupation, where traditional practices become resistance simply by continuing to exist?