Situated in Dharan, Saudi Arabia, Ithra is the King Abdulaziz Center for
World Culture, an all-purpose cultural hub. I conceptualised and created, along with a team of designers, the winter season campaign, under the concept of 'downtown'. The project consisted in creating an identity and visual system for a season that spans from January to June, the hub hosts multiple activities from outdoor cinema to interactive art installations, workshops, food market and a bazaar attracting the local and the international community of expats in the region.
The project consisted of two stages, on the pre-launch stage, the framework developed, was a flat graphic based inspired by urban graphics and signage, such as zebra crossings and transit signs. Three different based patterns were created for a flexible system that allows the inclusion of photography and an emotive expressions driven approach. In combination with the colour palette the system allows for a great number of combinations.
A flexible framework that can hold graphic expressions as well as imagery
The Downtown Districts, representative of the activities on offer
The next stage, launch stage, features a series of isometric 3D style illustrations, also under the theme "downtown", these 'districts' as we called them, represent the different activities on offer, in static and video form, the illustrations were applied to an integrated campaign, particularly active on social media. Although a bilingual campaign, the emphasis across all communications is arabic, as it is the native language