Sard Al Thahab Awards Ceremony 2024 — Event Branding & Environmental Design
A culturally rich and immersive brand experience designed to honor the golden tradition of Arabic storytelling through a prestigious award ceremony in Abu Dhabi.
Overview: The Sard Al Thahab (Golden Narrative) Award is an annual initiative launched by the Abu Dhabi Arabic Language Centre (ALC) to celebrate and preserve the art of Arabic storytelling across the Arab World. With six award categories spanning Emirati Narration, Folk Narratives, Short Stories, and Illustrated Storytelling, the award highlights creativity while safeguarding Arab heritage for future generations.
For the 2024 edition, executed in collaboration with Al Sayegh Group, the challenge was not only to brand the event but to transform an entire venue into a storytelling experience that was both sophisticated and culturally resonant. As one of the main senior designers on the project, I was responsible for creating an expansive suite of event collaterals and spatial branding that tied together tradition, modernity, and ceremony.
My role: Senior Designer — event branding, environmental graphics, collateral design, digital screen design, stage design, wayfinding, ceremonial, and printed materials.
Challenge: The main challenge was scale and cohesion: creating a unified visual language across dozens of touchpoints, from large-format environmental graphics to intimate details like seating cards and speech notes. The branding had to feel premium, ceremonial, and deeply rooted in Arab culture while maintaining clarity and function for thousands of attendees, dignitaries, and media representatives. The design also needed to reflect the dual essence of “Sard” (narration) and “Thahab” (golden)—a balance between storytelling and prestige.
Deliverables: Event branding system, stage and digital screen designs, branding walls, media walls, reception and concierge desk signage, directional/parking/restroom signage, display panels for winners’ artworks, invitation design, event map, winners’ booklet, winners’ boxes, ribbons, seating cards, speech cards, tote bags, flags, certificates, winner postcards, and other collateral.
Outcome: The 2024 Sard Al Thahab Awards Ceremony was brought to life through a comprehensive visual and spatial identity that honored the legacy of Arabic storytelling while delivering a world-class cultural event. The cohesive design system transformed the venue into an immersive narrative environment, elevating the prestige of the award and creating a memorable experience for participants, dignitaries, and the wider community.
Want to transform spaces and events into powerful brand experiences? Email me! — I design event identities that connect culture, storytelling, and design at every scale.
