The Nest
Wayfinding and Branding for a Neighborhood-Wide Art Festival
Overview
The Nest is the flagship annual art festival by Al Riwaq Art Space, a landmark event the creative community anticipates all year for the way it transforms the Al Gufool neighborhood into a large-scale exhibition by connecting galleries and public spaces. As Lead Designer, I took over the project during the high-pressure week before launch. My role was to take the standalone logo and build the visual language, signage, maps, and digital schedules needed to guide visitors through the festival.
Deliverables:
Art Direction
Wayfinding & Signage Design
Social Media Design
Motion Graphics
Print Design
Year
/
2024
Client
/
Al Riwaq Art Space
Wayfinding
A festival spread across an entire neighborhood lives or dies by how well people can move through it. I built a navigation system that worked at every scale: street-level maps to orient visitors within the broader area, and directional signage that pulled them from main roads into hidden courtyards and tucked-away spots. The neighborhood became a venue you could actually read.
The Pocket Guide
The volume of information was the real design problem: dozens of artists, musicians, film screenings, partners, and locations all competing for clarity. I designed a folded leaflet that opened into a full layout on both sides, pairing maps with artist bios, band and musician listings, film programs, and location guides. Minimal by design, it gave visitors everything they needed without overwhelming them.
Animation and Digital Content
The physical energy of the festival needed a digital counterpart that could keep pace with it. I designed a templated system for daily Instagram updates, keeping screenings, agendas, and announcements consistent and on-brand throughout the week. A small set of short, photo-driven reels released ahead of launch built anticipation organically, collectively reaching 35,000 views without paid promotion.
