Saudi Aramaco
Website Concepts
My Role - Creative Direction, Design Direction, UI Design
The No Brief, 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.
People: Tradition + Future
This was a favourite route because it let me bring together multiple aspects of my craft — blending art direction, interaction design, and storytelling into one unified experience. I used detailed patterns to honour the brand’s heritage, bold photography to create visual impact, and subtle interactivity to invite deeper engagement. Every element was carefully considered, from the composition of the imagery to the behaviour of the interactive faces, which became a symbol of the brand’s diversity. For me, it was a chance to show how thoughtful design can be both expressive and strategic.
Focus: Technology
I used location photography to ground the technology in the real world — capturing it in context to tell a more immersive, human story. 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 — a respectful nod to Saudi Aramco’s cultural roots that also felt warm and approachable to Western audiences. 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, making localisation seamless without compromising the integrity of the design.
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. Visitors could explore the screen, switching between stories in a way that felt both playful and personal. It was a concept built to humanise the organisation, turning internal culture into a living, breathing part of the user experience.
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. To add an engaging dimension to the design, I incorporated dynamic interactions between the typography and the technology itself. For instance, as users scrolled or interacted with the page, elements like the Ground Drill could come to life, animating to demonstrate its functionality in real-time.
Focus: Technology
This design further extended the concept above I incorporated sleek, minimalist photography to showcase the technology. Like from the future in a movie. 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.
Vertical scrolling was employed within a chosen category, providing a seamless way to explore content within a specific area of interest. The horizontal scrolling functionality allowed users to effortlessly swipe between different categories, offering a fluid and intuitive way to discover news when they weren't quite sure what piqued their interest. This design aimed to enhance user engagement by offering a dynamic and versatile browsing experience that catered to diverse preferences and interests.
Focus: Scroll To Learn
This approach, "Scroll To Learn," was designed to take users on a journey from the big picture to the finest details of the technology. As users scrolled down the page, the content would progressively unfold, starting with a broad overview and gradually zooming in on the minutiae of the subject matter.