I worked with Sam’z, a Dubai-based tourism brand, to develop their visual identity and website UX/UI design. With both English and Arabic-speaking audiences in mind, the identity needed to work across both languages while feeling connected to its home in the UAE. For the Arabic logo, I created a bespoke design that incorporated the brand name into the distinctive silhouette of the Burj Al Arab, linking the identity to one of Dubai’s most recognisable landmarks. I carried the visual direction through to the website design, focusing on clear navigation and a consistent brand experience across its digital presence.