01 Overview
Jaddah is an accessibility initiative developed to help people with physical disabilities identify suitable places in Kuwait before visiting them. It addresses the uncertainty of arriving somewhere without knowing whether its entrances, parking, pathways, and facilities meet individual access needs.
Drawing on my lived experience, research, and interviews, I developed a service concept combining an app prototype, location assessments, community ambassadors, and an awareness campaign. I designed its identity and extended it across interfaces, a website, photography, motion, printed materials, and an exhibition.
Finding reliable accessibility information in Kuwait can be difficult. JADDAH explores this challenge through an initiative connecting research, a bilingual visual identity, app and website design, and an exhibition experience. Developed as my capstone project, it considers how clearer information can support the discovery of accessible places.
(01) Campaign
(02) App icon
(03) Ambassador badge
(04) Poster
- Project type
- Graduation Project
- Category
- Branding
- My role
- Research & Interviews · Concept Development · Brand Identity & Guidelines · UX/UI Design & App Prototyping · Website Design · Campaign Development · Art Direction & Photography · Motion Graphics · Video Editing · Ambassador Materials · Editorial & Print Design · Merchandise · Exhibition Design
- Drawing on my lived experience, research, and interviews, I developed a service concept combining an app prototype, location assessments, community ambassadors, and an awareness campaign.
- Deliverables
- Visual Identity · App Prototype · Website · Awareness Campaign · Motion & Video · Ambassador Programme · Exhibition
- I designed its identity and extended it across interfaces, a website, photography, motion, printed materials, and an exhibition.
- Tools
- Adobe Illustrator · Adobe Photoshop · Adobe InDesign · Figma · Adobe After Effects · Spline · WordPress
Research
The project began with my response to disability parking signs that rely on pity to communicate a right. I wanted to develop an approach centred on dignity, independence, and participation.
Research into accessibility standards and interviews exploring family experiences and psychological perspectives highlighted a broader problem: the difficulty of finding reliable access information before visiting a destination.
These findings shifted the concept from signage towards a service connecting location information, assessments, and community contributions. Through successive revisions, I refined the user journey, navigation, visual hierarchy, and interface components to organise this information more clearly.
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Visual Identity
Glassmorphism is the visual thread connecting Jaddah’s identity. I used transparency to express equality and fairness: allowing people to remain visible within a shared space reflects the initiative’s emphasis on inclusion.
For Jaddah, equal participation requires recognising different access needs and creating fair opportunities to take part. The transparent treatment gives this principle a consistent visual presence throughout the project.
I applied it across the app, posters, identification cards, and stickers, then translated it into physical materials through acrylic identification cards, a printed acrylic exhibition panel, and transparent display elements.
The name Jaddah expresses the idea of a road connecting different pathways. Red paths and directional forms reinforce movement and connection, supported by bilingual typography, three-dimensional imagery, and a red, black, white, and grey palette.
AppPrototype
The app prototype demonstrates a journey from discovering a destination to reviewing its accessibility features. The connected screens present place discovery, map navigation, location information, and community reviews.
I organised the interface around information users need before a visit, including entrances, parking, and facilities. Photographs, ratings, and access indicators bring these details together, while the review interface allows users to record specific features and share comments.
Website
I designed a website introducing Jaddah and explaining how its app concept, campaign, and proposed ambassador programme connect.
The website carries the identity into a digital platform, presenting the initiative’s purpose alongside its different components.
Scroll inside the frame
AwarenessCampaign
The campaign places independence and everyday participation at the centre of its message. I developed the visual direction and photographed imagery connecting people, public settings, and branded clothing.
The photography supports the website, social media, printed campaign materials, and exhibition, carrying the identity beyond the interface.
Motion &Video
I created an interactive animated poster and edited an awareness campaign video. These extend the campaign’s messages into moving content and complement the photography and printed applications.
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Animated poster
The proposed ambassador programme gives community members a role in documenting accessibility. Ambassadors would visit locations, record access features, and share observations to help others assess whether a destination suits their needs.
I designed bilingual identification cards and supporting materials, using acrylic to carry the identity’s transparency into a physical application.
08AmbassadorProgramme
Exhibition
I translated Jaddah into a physical exhibition through bilingual panels, an app demonstration screen, campaign imagery, printed materials, and merchandise.
A printed acrylic panel and transparent display elements connected the space with the digital identity. A custom mailbox shaped like the app icon invited visitors to leave written messages, turning a brand element into a point of participation.