New York, United States
2023 - 2025
2023 - 2025
Challenge:
Saudi Arabia has a rich yet underrepresented history of film and television. Despite a growing contemporary art scene, there was no dedicated platform that both honored this legacy and supported the future of experimental video art. The challenge was to research and define a visionary identity for SHASHA Museum—a space that could simultaneously archive, celebrate, and innovate within Saudi visual storytelling. The task involved navigating cultural memory, public perception, and emerging creative practices while designing a brand that resonates across generations and disciplines.
Saudi Arabia has a rich yet underrepresented history of film and television. Despite a growing contemporary art scene, there was no dedicated platform that both honored this legacy and supported the future of experimental video art. The challenge was to research and define a visionary identity for SHASHA Museum—a space that could simultaneously archive, celebrate, and innovate within Saudi visual storytelling. The task involved navigating cultural memory, public perception, and emerging creative practices while designing a brand that resonates across generations and disciplines.
Solution:
Drawing from in-depth cultural research, I developed SHASHA’s mission and strategic identity as a hybrid museum dedicated to both preservation and provocation. The design language merges nostalgia with futurism, using visual cues from Saudi broadcast history and contemporary digital aesthetics. Through creative direction, I crafted a cohesive brand system that spans content creation, visual storytelling, and 3D environmental design. SHASHA’s curatorial vision includes archival galleries, immersive video installations, and community-driven screenings. It is now positioned as a dynamic hub that bridges heritage and experimentation—inviting audiences to engage with Saudi cinema as both a historical archive and a living art form.
Content Creation - Visual Direction - Market Research - Branding - 3D Design
Drawing from in-depth cultural research, I developed SHASHA’s mission and strategic identity as a hybrid museum dedicated to both preservation and provocation. The design language merges nostalgia with futurism, using visual cues from Saudi broadcast history and contemporary digital aesthetics. Through creative direction, I crafted a cohesive brand system that spans content creation, visual storytelling, and 3D environmental design. SHASHA’s curatorial vision includes archival galleries, immersive video installations, and community-driven screenings. It is now positioned as a dynamic hub that bridges heritage and experimentation—inviting audiences to engage with Saudi cinema as both a historical archive and a living art form.
Content Creation - Visual Direction - Market Research - Branding - 3D Design