Construct X Wadi Safar

Construct x Wadi Safar

I was commissioned by Construct to carry out a wide visual exploration of Wadi Safar's brand logo, the ‘Star Marque’, culminating in a single animation to introduce the brand. My early focus was on the sculptural and motion potential of the marque — a form designed to reflect the spirit and fluidity of the Arabic horse and the landscape it moves through.

After extensive R&D, I proposed several directions — ultimately landing on the ‘Star Panel’ idea. This panel, made up of millions of grains of sand, echoes the richness of the natural terrain surrounding Wadi Safar. It dynamically shifts and flows around the contours of the marque across a full daylight cycle, forming a seamless loop that mirrors both the energy of the logo and the rhythm of the place itself.

For the sound design, I explored atmospheric, earthy layers — grounding the piece in a sense of materiality and environment, mirroring the textures and tonal shifts of the landscape.

It was a pleasure collaborating with Georgia Fendley and the whole team at Construct to design and produce this piece — part of a unique identity for one of the Kingdom’s most ambitious luxury projects.

Earlier development of the Star Panel