ROLE
Visual Direction
Graphic Design
Campaign Identity & Guidelines
TEAM
Peter Hakim – Creative Director
Mariam Abdel Aziz- Animator
Jihad Ali – Graphic Designer
Agency
Hrmny
YEAR
2023
Dubai Food Festival (DFF), organized by the Dubai Department of Economy and Tourism, is a city-wide culinary event that celebrates Dubai’s diverse food culture and global dining scene.
The festival brings together a wide range of experiences, from restaurant promotions to large-scale activations across the city.
The project focused on creating a cohesive visual identity and campaign communication system that translates this diversity into engaging, scalable content across digital, print, and on-ground platforms.
Experience Strategy
& Visual Direction
The challenge was to translate the festival’s diversity into a cohesive visual system that captures its energy, richness, and accessibility, while maintaining clarity across a wide range of communication touchpoints.
The approach focused on creating a vibrant and flexible visual language that balances appetite appeal with structured communication. This included:
• Using bold color combinations and fluid graphic elements to reflect the diversity of cuisines and experiences
• Highlighting food imagery to create strong visual appetite and emotional connection
• Designing clear, adaptable layouts for information-heavy content such as offers, events, and schedules
• Ensuring consistency across digital, print, and on-ground applications
• Supporting multiple campaign streams under one unified visual identity
This approach helped shape a visually engaging festival experience across the city, reinforcing DFF’s identity while supporting a wide range of activations, audiences, and dining experiences throughout the campaign.
