YM: 2010 Youth Conference

The theme of the 2010 Youth Conference is one which poses the question, “Happily Ever HereAfter?” It leaves one lingering in between one of two outcomes, creating a set of two extremely contrasting possibilities … a destination characterized with either ultimate success or compounded failure. I wanted to try and capture this in a poster, but knew that trying to illustrate it within just one poster would do it great injustice. And thus, SubhanAllah, I was inspired by a unique marketing idea.

TWO posters composing one grand image. Each one complimenting the other, yet in such stark contrast, that it disrupts any form of equilibrium between the two. This inspiration for this came from two sources:

1. One of my favorite ayaat from Surah Ibrahim about the parable of the tree to faith [Ayaat 24-30]. Through the process of increasing our eman, we become firm in our roots, grow, give shade, yield fruits, etc. Not only do we beautify ourselves in the process, but also beautify everything around us and show the beauty of that which awaits us for being firm in our belief.

With the same example, but on the absolute opposing side of the spectrum, the one who does not nurture his belief will result in the absence of any fruit, being bare, and yielding nothing for the life to come and affecting not only himself but everything around him.

2. One of the most beautiful aspects of Islam is the unique way in which it incorporates the feeling of love, fear, and hope within the hearts of the believers.

“The heart is like a bird: love at its head and its two wings are hope and fear.”
Ibn Al-Qayyim, Madarij al-Salikin

This was the other source of inspiration for creating this poster. Although many may not want to hear about the hellfire and the negative, it is in fact one of the core reasons we strive to do that which is founded in benefit and goodness. If we were to only focus on paradise, there would be no fear of punishment. And if we only talked about the hellfire, there would be no hope in the Mercy of Allah (swt). So when you put the two images side-by-side, it clearly illustrates the balance of the two and puts things into perspective. Thus, a set of rhetorical questions are set forth. Which destination have you decided to set course towards? Is it towards the right – ultimately the straight path? Or is it towards the left … a path leading to destruction? What are you looking forward to? What have you prepared for yourself?

So imagine two contrasting posters hung up at the masjid, and when put side-by-side, they complete one grand picture. On one end it illustrates the dark side and the tree which bore no fruit and was founded in a lifeless land. And on the other hand it illustrates the illuminated and radiating side of a prosperous foundation.

“Happily Ever HereAfter?” is a question that will remain until the Day of Judgment. The fusion of these two very distinct posters shows the reality of what we are all going to have to face, and the choice is really up to us. As a proud sponsor of the 2010 Youth Conference, and as a company focused on benefitting the Ummah, we make sincere du’aa that, Insha’Allah, this conference will have a lasting impact … one that will be a source of empowerment in guiding us all towards the right direction, bi’idnillah.