This ambitious project to establish world-class visitor experiences at 40 historic sites across Madinah and Makkah is central to the Saudi 2030 Vision to preserve and showcase the country’s rich cultural heritage. Crafting a distinct masterplan vision and placemaking strategy for each destination, we developed creative approaches to storytelling, branding, and digital integration to create welcoming and thoughtful spaces for people to enjoy.

The heritage sites range from historic wells to sacred mosques and mountains, to military forts and expansive battlefields. Many have a direct connection to the Prophet Muhammad (PBUH) and are thus central to the story of Islam’s early development in Saudi Arabia, and deeply meaningful to millions of people worldwide.

Collaborating with historic experts at the Islamic University of Madinah, we immersed ourselves in the unique stories and spiritual qualities of each site. The resulting interpretive masterplans prioritise visitors’ connection to the life of the Prophet (PBUH) while encouraging immersion in the natural and cultural heritage around them.

Expressed through a suite of signage, the design language promotes contemporary elegance and provides a cohesive brand identity for all sites, subtly referencing cultural characteristics of Islamic civilization. Signage will combine with essential visitor amenities and vibrant public art installations to create 40 distinctive, multi-layered experiences.

As content and design guardians for the project, we are working with technology partners to deliver our vision for a bespoke digital companion. The app will support and enhance each visit through intuitive site navigation, layered storytelling, and astonishing augmented reality experiences.

Covering 420 hectares, the prestigious Oman Botanic Garden showcases the incredible plant diversity of Oman through vast indoor and outdoor habitats and integrated layers of graphic, interactive and digital media. Haley Sharpe led the visioning and delivery of all interpretive elements in the masterplan and developed a truly unique visual identity for this world-class visitor attraction.

Once open, Oman Botanic Garden will be a haven for Oman’s varied plant life, from the lush forests of Dhofar to the cool mountain terraces of the Hajar. It will be the first garden of its kind to display the entire flora of a region, much of which can’t be found anywhere else in the world.

We worked closely with the botany team to transform complex scientific content into an inspiring vision. This centred on fostering a deep appreciation of the plants, landscapes, and cultural traditions of Oman. Interpretive media spread across the garden includes interactive exhibit displays, wayfinding and incidental graphics, tours and activities, and a bespoke digital app.

For the site’s visual communication, we distilled the essence of Oman into a distinctive brand identity for the destination, utilising tailor-made typefaces, adaptable and harmonious colour palettes, and a blend of organic textures inspired by the beautiful landscapes.

Our knowledge and passion for the project means we have remained trusted interpretive advisors into the construction phase. It has been a privilege to work with an international team of filmmakers, photographers, artworkers, game designers, app developers and fit-out specialists ensuring that the experience becomes the very best it can be.