Dec 1, 2023
Brand your neighborhood
Saudi Design Festival 2023 — My Journey with AlMashtal
Design festival
SDF 2023
Almashtal
What made the experience even more memorable
In 2023, I had the chance to join one of the most exciting creative gatherings in the region: the Saudi Design Festival in Riyadh, where I showcased my work as part of AlMashtal Creative Incubator. It was an experience that opened new doors for me as a designer and pushed me to explore what it means to present my ideas to a wider creative community.
Being surrounded by designers, artists, and innovators from all over the Kingdom created an atmosphere full of energy and inspiration. Exhibiting my project allowed me to share my design process, talk about the concept behind the work, and connect with people who were genuinely curious about the story and research involved. It was my first time participating in a festival of this scale, and seeing people interact with the project made every hour of effort feel meaningful.
What made the experience even more memorable was the spirit of collaboration at AlMashtal. Working alongside other emerging designers, exchanging feedback, and learning from their perspectives added depth to the journey. The festival became more than just an exhibition—it became a moment of growth, confidence, and creative validation. Participating in the Saudi Design Festival 2023 not only strengthened my path as a product designer but also reminded me how powerful it is to share ideas publicly and be part of a larger design movement shaping the future of creativity in Saudi Arabia.
About My Design: “Brand Your Neighborhood – AlNaseem District”
At the Saudi Design Festival 2023, I presented my project “Brand Your Neighborhood,” a design intervention focused on reimagining the identity of AlNaseem District in Jeddah. The concept was built around the meaning of the word AlNaseem—a soft, pleasant breeze—and I used this idea of flowing air as the foundation for the neighborhood’s new visual and spatial character. My aim was to create a calm, welcoming aesthetic that reflects both the spirit of the community and the rapid development happening across Saudi Arabia.
The design process began with research: site visits, interviews with residents, behavioral observations, and studying the district’s layout and pain points. Lighting, safety, and lack of identity were the most common challenges mentioned. To address them, I developed a series of design interventions including engraved street lamps, sidewalk lighting, and patterned installations inspired by breeze-like forms. These elements were created to enhance visibility, strengthen wayfinding, and give the neighborhood a recognizable personality rooted in softness, flow, and movement.
Presenting this project at the festival allowed me to share how thoughtful urban design can elevate everyday life. It also highlighted how identity-driven design can turn overlooked spaces into places people feel proud of. For me, this project was more than an exhibition piece—it was a reminder of how design, when grounded in community research and cultural meaning, can become a powerful tool for connection and transformation.
Challenges
One of the biggest challenges in this project was translating a complex, living neighborhood into a clear and cohesive design identity. AlNaseem is a district still under development, with limited documentation, inconsistent lighting, and shifting community needs—so gathering accurate insights required persistence, field visits, and multiple interviews. Another challenge was balancing aesthetics with practicality; the interventions had to be visually meaningful yet realistic enough to be implemented in a real urban environment. Presenting the work at the festival added its own pressure: preparing visuals, refining the narrative, and ensuring the design communicated its purpose to a diverse audience. Despite these hurdles, each challenge pushed me to think more deeply, refine the concept further, and ultimately deliver a design that felt both grounded and imaginative.
Visitors shared their own experiences living in similar neighborhoods, and many expressed how small design details—like lighting, color, and thoughtful public elements—can completely change the way a community feels. Hearing these reactions reminded me why I love design: it has the ability to bring people together, spark conversations, and offer solutions that reflect both culture and everyday needs. The festival became more than a showcase; it became a dialogue about how design can shape the future of our cities.
Dec 1, 2023
Brand your neighborhood
Saudi Design Festival 2023 — My Journey with AlMashtal
Design festival
SDF 2023
Almashtal
What made the experience even more memorable
In 2023, I had the chance to join one of the most exciting creative gatherings in the region: the Saudi Design Festival in Riyadh, where I showcased my work as part of AlMashtal Creative Incubator. It was an experience that opened new doors for me as a designer and pushed me to explore what it means to present my ideas to a wider creative community.
Being surrounded by designers, artists, and innovators from all over the Kingdom created an atmosphere full of energy and inspiration. Exhibiting my project allowed me to share my design process, talk about the concept behind the work, and connect with people who were genuinely curious about the story and research involved. It was my first time participating in a festival of this scale, and seeing people interact with the project made every hour of effort feel meaningful.
What made the experience even more memorable was the spirit of collaboration at AlMashtal. Working alongside other emerging designers, exchanging feedback, and learning from their perspectives added depth to the journey. The festival became more than just an exhibition—it became a moment of growth, confidence, and creative validation. Participating in the Saudi Design Festival 2023 not only strengthened my path as a product designer but also reminded me how powerful it is to share ideas publicly and be part of a larger design movement shaping the future of creativity in Saudi Arabia.
About My Design: “Brand Your Neighborhood – AlNaseem District”
At the Saudi Design Festival 2023, I presented my project “Brand Your Neighborhood,” a design intervention focused on reimagining the identity of AlNaseem District in Jeddah. The concept was built around the meaning of the word AlNaseem—a soft, pleasant breeze—and I used this idea of flowing air as the foundation for the neighborhood’s new visual and spatial character. My aim was to create a calm, welcoming aesthetic that reflects both the spirit of the community and the rapid development happening across Saudi Arabia.
The design process began with research: site visits, interviews with residents, behavioral observations, and studying the district’s layout and pain points. Lighting, safety, and lack of identity were the most common challenges mentioned. To address them, I developed a series of design interventions including engraved street lamps, sidewalk lighting, and patterned installations inspired by breeze-like forms. These elements were created to enhance visibility, strengthen wayfinding, and give the neighborhood a recognizable personality rooted in softness, flow, and movement.
Presenting this project at the festival allowed me to share how thoughtful urban design can elevate everyday life. It also highlighted how identity-driven design can turn overlooked spaces into places people feel proud of. For me, this project was more than an exhibition piece—it was a reminder of how design, when grounded in community research and cultural meaning, can become a powerful tool for connection and transformation.
Challenges
One of the biggest challenges in this project was translating a complex, living neighborhood into a clear and cohesive design identity. AlNaseem is a district still under development, with limited documentation, inconsistent lighting, and shifting community needs—so gathering accurate insights required persistence, field visits, and multiple interviews. Another challenge was balancing aesthetics with practicality; the interventions had to be visually meaningful yet realistic enough to be implemented in a real urban environment. Presenting the work at the festival added its own pressure: preparing visuals, refining the narrative, and ensuring the design communicated its purpose to a diverse audience. Despite these hurdles, each challenge pushed me to think more deeply, refine the concept further, and ultimately deliver a design that felt both grounded and imaginative.
Visitors shared their own experiences living in similar neighborhoods, and many expressed how small design details—like lighting, color, and thoughtful public elements—can completely change the way a community feels. Hearing these reactions reminded me why I love design: it has the ability to bring people together, spark conversations, and offer solutions that reflect both culture and everyday needs. The festival became more than a showcase; it became a dialogue about how design can shape the future of our cities.
Dec 1, 2023
Brand your neighborhood
Saudi Design Festival 2023 — My Journey with AlMashtal
Design festival
SDF 2023
Almashtal
What made the experience even more memorable
In 2023, I had the chance to join one of the most exciting creative gatherings in the region: the Saudi Design Festival in Riyadh, where I showcased my work as part of AlMashtal Creative Incubator. It was an experience that opened new doors for me as a designer and pushed me to explore what it means to present my ideas to a wider creative community.
Being surrounded by designers, artists, and innovators from all over the Kingdom created an atmosphere full of energy and inspiration. Exhibiting my project allowed me to share my design process, talk about the concept behind the work, and connect with people who were genuinely curious about the story and research involved. It was my first time participating in a festival of this scale, and seeing people interact with the project made every hour of effort feel meaningful.
What made the experience even more memorable was the spirit of collaboration at AlMashtal. Working alongside other emerging designers, exchanging feedback, and learning from their perspectives added depth to the journey. The festival became more than just an exhibition—it became a moment of growth, confidence, and creative validation. Participating in the Saudi Design Festival 2023 not only strengthened my path as a product designer but also reminded me how powerful it is to share ideas publicly and be part of a larger design movement shaping the future of creativity in Saudi Arabia.
About My Design: “Brand Your Neighborhood – AlNaseem District”
At the Saudi Design Festival 2023, I presented my project “Brand Your Neighborhood,” a design intervention focused on reimagining the identity of AlNaseem District in Jeddah. The concept was built around the meaning of the word AlNaseem—a soft, pleasant breeze—and I used this idea of flowing air as the foundation for the neighborhood’s new visual and spatial character. My aim was to create a calm, welcoming aesthetic that reflects both the spirit of the community and the rapid development happening across Saudi Arabia.
The design process began with research: site visits, interviews with residents, behavioral observations, and studying the district’s layout and pain points. Lighting, safety, and lack of identity were the most common challenges mentioned. To address them, I developed a series of design interventions including engraved street lamps, sidewalk lighting, and patterned installations inspired by breeze-like forms. These elements were created to enhance visibility, strengthen wayfinding, and give the neighborhood a recognizable personality rooted in softness, flow, and movement.
Presenting this project at the festival allowed me to share how thoughtful urban design can elevate everyday life. It also highlighted how identity-driven design can turn overlooked spaces into places people feel proud of. For me, this project was more than an exhibition piece—it was a reminder of how design, when grounded in community research and cultural meaning, can become a powerful tool for connection and transformation.
Challenges
One of the biggest challenges in this project was translating a complex, living neighborhood into a clear and cohesive design identity. AlNaseem is a district still under development, with limited documentation, inconsistent lighting, and shifting community needs—so gathering accurate insights required persistence, field visits, and multiple interviews. Another challenge was balancing aesthetics with practicality; the interventions had to be visually meaningful yet realistic enough to be implemented in a real urban environment. Presenting the work at the festival added its own pressure: preparing visuals, refining the narrative, and ensuring the design communicated its purpose to a diverse audience. Despite these hurdles, each challenge pushed me to think more deeply, refine the concept further, and ultimately deliver a design that felt both grounded and imaginative.
Visitors shared their own experiences living in similar neighborhoods, and many expressed how small design details—like lighting, color, and thoughtful public elements—can completely change the way a community feels. Hearing these reactions reminded me why I love design: it has the ability to bring people together, spark conversations, and offer solutions that reflect both culture and everyday needs. The festival became more than a showcase; it became a dialogue about how design can shape the future of our cities.