An Urdu platform for wisdom, poetry and reflection, built around the talks of Shaykh Ahmed Saqlain Haider. The Shaykh records. We built the brand around it and run the channels — editing, thumbnails and covers, titles and captions, publishing and scheduling across YouTube and TikTok.
Who they are, and who they speak to.
The platform
Dervaish ki Baithak is an Urdu home for wisdom and reflection — the Shaykh’s sayings, poetry and talks, published for Urdu speakers roughly 18 to 45 in Pakistan and abroad. The promise it is built on is a simple one: every post should leave you calmer, and a little wiser.
The voice
The brand is deliberately quiet. Calm, wise, warm, humble and timeless, set in Nastaliq Urdu and a classic English serif across a palette of parchment, walnut ink, rust and bronze. Shrine imagery, clickbait captions and sectarian debate are ruled out by name in the brand’s own guidelines.
What the engagement set out to solve.
These were the objectives the engagement was built around.
One baithak across two platforms
The channel needed an identity that reads as a single place on two very different surfaces, so a short clip on TikTok and a full talk on YouTube are unmistakably the same brand.
A rhythm the audience can rely on
Reflective content earns its audience on return visits, so the plan is built around a weekly flagship talk with short-form running underneath it — not posting whenever material happens to be ready.
Urdu handled with care
Urdu type, poetry attribution and on-screen captions had to be set and proofread properly. A mis-set verse or an uncredited couplet undoes the tone the whole brand depends on.
The brand, the edit, and the channels.
Brand package
A six-part kit — logo suite, colour palette, typography, post templates, and dedicated YouTube and TikTok kits — documented in a brand book so the identity holds as the channel grows.
Video editing
The Shaykh supplies finished recordings. We cut them into platform-native pieces: full talks for YouTube, vertical clips for Shorts and TikTok, carrying the medallion, burned-in Urdu captions and a consistent name plate.
Thumbnails and covers
YouTube thumbnails on the Midnight and Rust treatment, and colour-coded TikTok covers carrying a single Urdu word each, so a series is identifiable at a glance in a grid.
Titles, captions and SEO
Titles, descriptions and captions written to the brand’s own rules — no clickbait, no emoji-stuffing, every verse credited to its poet and every Urdu line proofread before it goes out.
Publishing and scheduling
Uploading and scheduling across both platforms, so the weekly talk and the short-form around it land on time rather than in bursts.
Content system
Six recurring series — Aaj ki Baithak, Qaul-e-Dervaish, Ek Sher Ek Khayal, Sawal o Jawab, Kalaam ki Tashreeh and 30 Seconds of Sukoon — so the channel has a shape an audience can follow.
The cadence the channel runs to.
This is the monthly publishing rhythm defined for the channel in its brand book. It describes cadence, not audience outcomes — we make no view, reach or follower claims.
Full talks a month on YouTube, one every Friday
YouTube Shorts a month
TikTok posts a month
Recurring series across both platforms
More work, and the service behind it.
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The service behind this work — content, scheduling and day-to-day channel management.