My journey as creative director of Mojo Ink involves multiple opportunities to translate brands into interactive spatial experiences. The agency, known for experiential projects, curates strategic content, develops custom visual and spatial communication strategies to optimize engagement.

From the long list of participatory experiential projects across sectors in the Arab region and the UAE in particular, I chose two collaborations: the Zayed-Gandhi Digital Museum commissioned by the Ministry of Culture and Knowledge Development and the Environment Agency Abu Dhabi stand at the Abu Dhabi International Hunting and Equestrian Exhibition which we developed for the years 2014/15/16/17 and 2019.

Zayed-Gandhi Digital Museum
Custom designed brand blends tradition with technology, advocating for a ‘visual future’, one that stems from a comprehensive knowledge of that past, cultural semiotics and accountable representation.

At the reimagined Zayed/Gandhi exhibit, focus is not only chronological and biographical but rather on the meeting-point and the message. The result is a joint interactive exhibition that takes the visitor on a journey celebrating peace and tolerance in times of intense violence.

Showcasing two leaders separated by space and time but closely related by visions, humanitarian values, leadership and resilience, this exhibition traces the parallels between the two figures and their visions on life and land while inspiring the UAE’s multicultural audience to rethink the present to responsibly plan their future.

The Environment Agency – Abu Dhabi
My work with Mojo Ink, made possible with a group of talented designers and branding strategists, is characterized by experimentation and cultural relevance. Our mandate was and continues to be a need to constantly reinvent the Arabic script and to dig deeper into our region’s rich visual history to create impactful and highly memorable design outcomes.

Collaborations with EAD centered on redressing the lack of public interest in the environment and the misperception of EAD’s role, aiming to coherently tell their conservation stories. Such goals are communicated through a distinct visual approach that establishes the EAD brand as an innovator at the level of experiential projects in the UAE. With various conceptual installations, elaborate information design and highly interactive digital and spatial experiences, the brand built a solid awareness around its message and visual language.

Mojo Ink collaborates with EAD on experiential projects which take place at the Abu Dhabi International Hunting and Equestrian Exhibition (ADIHEX) and the International Water Summit (IWS). The projects conceptually tackle environmental themes like interconnectivity, travel, futurism, ecotopias and sustainable neighborhoods.

Credits
Projects Manager: Sandra Khoury-Flouti
Creative Director: Imad Gebrayel
Design Team: Sayed Kammoun, Carole Kaakour, Jo Sahyouni and Mariam Daher
3D modeling and animation: Omar el Kammar
Photography: Shadow – UAE