Ithra, The King Abdulaziz Center for World Culture is hub for creativity and culture in Saudi Arabia — an environment for transformative experiences to unlock the power of potential through mastery in arts, science, literature, and innovation.

The exhibition identity was designed to embody this essence of crossing language and cultural boundaries. A reminder that we are all part of a larger unique intricate pattern.

My solution was to design an identity system that could be applied in multiple languages. Basically, a code switching identity system, including unspoken visual languages like expressions through emojis and play.