PenguinCube

Every great sports venue needs a game plan 🤾🏻‍♀️

For the Hudayriyat Sports Spine Hub, our challenge wasn’t just helping people find their way - it was helping them understand an entire sports ecosystem.

Using a vibrant color-coded zoning strategy, we created a family of “spines” that organize the destination into legible districts, allowing visitors to navigate effortlessly across one of the largest sports developments in the region.

Because when movement is at the heart of the destination, movement through the destination matters just as much.

In collaboration with: and

📍 Hudayriyat Island, Abu Dhabi

For Al Huda Park, Makkah, our concept ‘Transitional Fluidity’, imagines the visitor journey as a continuous experience rather than a series of destinations.

Inspired by the project’s sweeping architectural forms and immersive public spaces, the signage system adopts a fluid visual language that guides movement naturally from one environment to the next. Directional elements become part of the spatial rhythm, creating moments of orientation that feel intuitive rather than instructional.

As Makkah continues its transformation with a new generation of lifestyle destinations, the role of wayfinding extends beyond navigation. It becomes a tool for shaping experiences, supporting discovery, and connecting people to place.

In Collaboration With :

📍 Makkah, Saudi Arabia

Developed in collaboration with and our signage system draws from the landscape itself - blending natural materials, organic forms, and subtle visual cues to create a navigational experience that feels calm, intuitive, and connected to its surroundings.

Because in a community built around green space, wayfinding shouldn’t compete with nature. It should belong to it.

📍 Dubai, UAE

For our flagship project in Egypt, wayfinding wasn’t just about navigating a destination. At the scale of a town, it was about creating a mental map.

For one of the Red Sea’s most established lifestyle destinations, we developed a masterplan wayfinding strategy that brings order and clarity to a landscape of lagoons, marinas, residential districts, hospitality zones, and public spaces.

The strategy introduces a clear zoning logic and navigational hierarchy, allowing users to understand where they are, where they’re going, and how each district relates to the larger destination.

By creating a unified design language across the town, the system supports intuitive movement while strengthening El Gouna’s identity as a connected, world-class destination.

In collaboration with

📍 El Gouna, Egypt

A new destination deserves a distinct identity.

Envisioned as one of Riyadh’s most ambitious mixed-use lifestyle destinations, ‘The Bellevue’ brings together retail, dining, entertainment, culture and community within a vibrant urban hub designed for how people live, work, learn, and play.

For this project, we developed a wayfinding and signage system centered around a simple yet powerful idea: the triangle. Rather than becoming a dominant visual gesture, the form is subtly woven throughout the design language - appearing in details, proportions, and moments of interaction to create a cohesive identity across the development.

The result is a wayfinding system that feels integrated rather than applied. Clean, refined, and intuitive, it supports navigation while reinforcing Bellevue’s character as a contemporary lifestyle destination where style and substance meet.

Thank you Unified Real Estate Development Company for trusting us with this project. In collaboration with who have beautifully designed the mall.

📍 Riyadh, Saudi Arabia

What’s happening in Lebanon right now is deeply saddening. Lives, homes, and a sense of normalcy continue to be disrupted in ways that are hard to fully grasp from afar.

In the midst of this, a small but striking detail surfaced in a BBC live report. An image from American University of Beirut Medical Center, where a wayfinding sign we designed over two decades ago still stands, quietly doing its job.

It’s a small, almost incidental detail in a much larger story. But it stayed with us, as we continue to think of everyone living through this. And hope, simply, for gentler days ahead for the people of Lebanon.

A few weeks ago, we hosted a workshop with Riyadh Airports Company, exploring one key question:

How can we make passenger journeys express a deeper cultural connection?

From mapping real user flows to discussing on-ground challenges, the session turned into a great exchange of ideas around design, behaviour, and experience in complex airport environments.

Great conversations, sharper insights, and a shared goal of continuing to make the inbound and outbound journey through RUH a memorable one.

📍 Riyadh

Set against the vast stillness of the Liwa desert, wayfinding becomes an experience of quiet guidance, letting it’s surroundings take lead 🏜️

For the Liwa Camp Site in Abu Dhabi, our team designed a serene, intuitive signage system that blends seamlessly with its surroundings. Using natural materials like copper and stone, each element is carefully placed to feel grounded in the landscape - visible when needed, unobtrusive when not.

From softly lit pathways to clear, elegant markers, the system guides guests through the camp while preserving the magic of the desert night. Thoughtful icons, bilingual clarity, and minimal forms come together to support navigation without disrupting the atmosphere.

📍Abu Dhabi

Penguins spotted in Rome 🐧

At The Flying Saucer in Sharjah, navigation becomes part of the art experience. Our wayfinding system takes its cues from the building’s iconic architecture - translating its clean geometry into sleek, sculptural totems that guide without intruding.

Designed to be both functional and elegant, these elements sit quietly in the space, supporting visitors as they move through exhibitions, courtyards, and gathering areas.
A reminder that in places built for curiosity and discovery, wayfinding shouldn’t interrupt the experience - it should elevate it 💡