Client
Saudi Armaco
Agency
Digitas
Client Brief...No Brief
During my time at LBI, there wasn't a formal project brief or a traditional pitch for this endeavor. Instead, the focus revolved around exploring the potential directions Saudi Aramco could take with a new website.
My Role
Design Direction
Design
UI Design
My Creative Solution
Explore!
People: Tradition + Future
I used detailed patterns to honour the brand’s heritage, bold photography to create visual impact, and subtle interactivity to invite deeper engagement.
Focus: Technology
I used location photography to ground the technology in the real world. Rather than relying on abstract visuals, I focused on showing the tech in action, making its purpose and impact feel immediate and tangible. This approach helped bridge the gap between innovation and everyday experience, turning complex ideas into something people could instantly connect with.
People: Centralised Layout
This approach was all about putting people first. I built a visual language inspired by traditional Islamic art. To make the experience inclusive, I designed a centrally aligned layout that supported both left-to-right and right-to-left reading. By removing fixed edges, every component could flip easily within the CMS.
People: I am Saudi Aramco
I wanted to celebrate the diversity within Saudi Aramco by turning the people behind the brand into the heart of the experience. I designed a dynamic mosaic of faces, each "slice" revealing a short video where employees introduced themselves.
Focus: Technology
In this approach, the central focus was squarely on technology. I designed a minimalist and striking visual theme, characterised by bold typography that effectively highlighted the product as the primary focal point.
Focus: Technology
This design further extended the concept above I incorporated sleek, minimalist photography to showcase the technology. The idea was to place the products in a visually appealing and uncluttered environment, emphasising their elegance and functionality.
Life: News
In this approach, the design drew inspiration from conventional news websites but introduced an innovative twist, which allowed both vertical and horizontal scrolling.
Focus: Scroll To Learn