Asaan — Building
the Future of Heritage
The Project
Asaan, the Misk Heritage Museum, aims to make Saudi heritage more relevant to younger audiences by turning heritage from something preserved into something lived, learned, and carried forward. The brand idea, “We Are Timeless,” positions heritage as a living connection between past, present, and future.
The Design
The visual identity brings “We Are Timeless” to life through a system that reflects the passing of stories and traditions through time. The woven logo represents continuity, with its open centre creating space for people, stories, and creative expression. This idea extends across patterns, typography, iconography, and colour, creating a visual language that feels rooted in heritage yet distinctly contemporary.
My Role
Part of the design team, contributing to:
- Competitive audit & opportunity mapping
- Visual language development
- Brand applications
- Brand guidelines
- Animation of the visual assets and applications
An adaptable visual system expressed through varied compositions
while maintaining a consistent visual language.
Stories of the past weave through
the fabric of our Past, Present, Future
The identity comes to life through woven forms and fluid motion,
connecting past, present, and future in a continuous flow.
Heritage-Inspired Pattern System
A scalable pattern system inspired by Saudi heritage across
art, jewellery, weaving, pottery, architecture, and more.
Each reference is abstracted into a distinctive motif, which
can be repeated to create patterns.
Built as an evolving system, it can continuously incorporate
new heritage references, creating an open-ended library of
patterns while maintaining a cohesive visual language.
A scalable pattern system
The system at three scales, print, signage, and screen.
Pattern applied across merchandise, textiles, and passes.
