Ithra Downtown:
The winter season of cultural activities
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 the winter 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.
Category
Cultural
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Type of work
Branding
Design
Phase 1: Urban signage
Inspired by urban graphics and signage, such as zebra crossings and transit signs. Three different base patterns were created for a flexible system that allows the inclusion of imagery and the emotive expressions that resonates with a bilingual audience. All combined with a rich colour palette provides a great number of combinations.
Phase 2: Isometric districts
Under the same umbrella theme of "downtown", the campaign extension consisted of "districts", featuring a series of isometric illustrations that encapsulate the different activities on offer. Both static and motion assets were applied to an integrated bilingual campaign (english and arabic) that was particularly active on social media.
