Signage

The Saudi Food Show needed signage that felt like a landmark, not a label. The pieces had to work indoors and outdoors, hold their own against big architecture, and still read as one system across the venue.

The signage had to work outside the venue, at the main entrance and inside the halls - each context with different scale, light and background, but reading as the same show.

Layered cut-out panels using the show's artwork as the form itself, sitting on a lit base. The same visual language scaled up for the exterior landmark and down for interior wayfinding.

I led the signage and 3D design - shaped the layered panel system, resolved the lit bases and coordinated sizes and finishes across indoor and outdoor placements.

The signage reads as a sculptural extension of the show's artwork - layered panels, backlit bases and bold silhouettes that turn wayfinding into a visual identity moment.