Expo Riyadh 2030 is rooted in the interplay between the two sides of the human brain — the logic of symmetry balanced with the emotion of asymmetry. Symmetry offers structure, harmony and stability in an unpredictable world, while asymmetry brings the unexpected, the extraordinary and the liberating thrill of new perspectives. The identity lives in the flux between these forces. By actively exploring our similarities and differences, we reveal patterns across friendships, cultures and ambitions — enriching lives, deepening connection and illuminating a shared future.
The visual language centres on a family of aperture forms, with guiding behaviours to provoke dialogue across EXPO's diverse themes. Through this dynamic interplay, the identity becomes more than a static system — it's becomes a a living visual catalyst for collaboration, invention and innovation — embodying Expo’s mission to shape a better tomorrow together.
Personal role
Lead designer; Concept development, Brand architecture, Brand strategy, Brand identity design, Art direction, Iconography