Hai حــي

Hai Principle Centered Design Agency

Principle Centered Design Agency GRF 22766, Graduation Project

S. Ghada mohammed alhawass 439000001 Dr. Eman alkhalifah 2021-2022

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Dedication and thanks

At first, I thank God for His support and Bless.

I cannot express enough thanks to my supervisor for her continued support Dr. Eman Alkhalifa, I offer my sincere appreciation for the learning opportunities you provided me.

Thank you to my dearest friend, eng.Reema alsayari for stepping in and helping me with the engineering side of this project.

And the best for the last, to my caring loving, and supportive Family my deepest gratitude, your encouragement when the times got rough are much appreciated and duly noted.

My heartfelt thanks.

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Hai Principle Centered Design Agency

Index 1.

Title

1

2.

Dedication And Thanks

2

3.

Qoute

4

4.

Resurch Process

6

5.

Project Process

13

6.

Project Implement

61

7.

References

128

8.

Appendix

129

3

If we wish to rearrange our cities, we must rearrange our neighborhoods first.

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Hai Principle Centered Design Agency

To a vibrant 2030 5

4. Resurch Process

6

4.1.

Research Summary

4.2.

Project Concept

4.3

Target Audience

4.4.

Case Studys

Hai Principle Centered Design Agency

4.1 Research Summary The Problem: The current residential neighborhoods are not commensurate with the quality of life that the Kingdom aspires to in the coming years. In most cases, these areas are not helpful for the pedestrians due to the remoteness of the daily purposes or it’s just not very encoring from an aesthetically point of view (Alqafilah,2019) , while these neighborhoods do not form cohesive community, as each house in this neighborhood is independent in a disturbing way.

Study Qs: 1. How does the way of designing neighborhoods affects human health?

2. What is the reason behind not seeing many kids and adults going to the neighborhood facilities by transportations other than cars?

3. How can we create a vibrant community using graphic design?

Conclusion: Through the questionnaire and its results and the efforts of this study, the researcher reached the following results: 1- Obesity rates among Saudis reached 59%, as a result of not practicing daily walking as required, due to the neighborhoods that are prepared to vehicles instead of humans.

4-Residents of Riyadh neighborhoods are willing to change their lifestyle to a more active and healthier lifestyle if there were motivations, and visual identity is one of these motivations since The design of physical space proves to have a significant impact on the quality of peoples experience.

2- Visual attractions are important and complementary to the development required in the residential neighborhoods. as Housing Minister Al-Hogail noted, fine touches that are added in neighborhoods that represent the visual attraction, such as the homogeneity in the view from the guiding panels and others, is an important matter and a complementary to the required Saudi development 3-Humans are inherently visual creatures. We constantly rely on visual cues to interpret our environment and find our way from place to place, that’s why Graphic design could play a big role in creating a vibrant community.

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4.2 Project Concept

A PRINCIPLE CENTERED DESIGN APPROACH AGENCY

The primary guiding principle of our agency Design’s practice is that people are at the center of everything we do. Whether you think of people in terms of individuals, groups, or communities, they are inherently at the center of the architectural graphic designer’s focus.

Our goal with any project is to help people to feel good, to give them a sense of meaning in their environment, and to help them identify within the community that will build an enduring and lasting connection.

When visitors look at a place, drive up or walk through it, the work of architectural graphic designers is what helps make it unique and identifiable, 8

and more importantly resonate with its purpose. People want to feel good about putting their energy into the environment and be a part of it.

This agency focuses on residential areas, especially neighborhoods by creating identitys that helps defining the neighborhood facilities making wayfinding system path ways, est.. using The PCD approach, Making it easier for residents to navigate around the neighborhood, increasing outdoors interaction that makes a vibrant community.

4.3 Target Audience

Hai Principle Centered Design Agency

In this prject we have two types of target audience:

Direct Riyadh Municipality Real estate offices Ministry of housing Architecture and design commission

InDirect Neighborhood Residents and Visitors

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4.4 Case Studys

PRO SIGNS

A Professional Signage Company , assist clients in communicating their brand and designs in 3D form, helping to elevate each brands unique message. founded in UAE and has been operating from Jeddah since 2016.

Strength point: -Th fastest-growing digital signage provider in Saudi Arabia.

-gave many categories of signage, both indoor and outdoor, and both static as well as digital.

Weak points: -The company focused more on brands signs rather than other environmental graphic designs

sa.prosignsglobal.com 10

Benefits: -They equip businesses with smart communication capabilities such as digital signage solutions that we can advantage of.

Hai Principle Centered Design Agency

RSM

Designing graphic connections with architecture. rsm studios have collaborated with some of the world’s most noted architects, developers, and institutions to seamlessly combine branding, wayfinding, art, and graphics into the built environment.

Strength point: -Award-winning graphic connections with architecture.

-Gathers more than one field of environmental graphics.

Weak points: - A large bifurcation about the services provided which made it confusing for clients who dosent know much about the field.

Benefits: -Focusing on designing meaningful connections between people and places.

smdesign.com 11

ENDPOINT

developing a wayfinding strategy that encompassed the whole development area. This masterplan approach focused on the entire user journey, from pre-journey planning, the welcome experience, and the provision of accurate and timely information to allow visitors to confidently explore the district. Based in london , Dubai.

www.weareendpoint.com

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Strength point: -New and unconsumed modern designs compared to other companies.

-What took them beyond was the education and insight into the strategic world of wayfinding.

Weak points: -The environments they worked on varied such as healthcare, education, and culture, but there was barely work in residential areas.

Benefits: -Whatever kind of work they did there was a clear consistency in their way of thinking and doing, which inspires me.

Hai Principle Centered Design Agency

5. Project Process

5.1

Project Specifications

5.2

Visual Research

5.3

Visual Identity

5.4

Time Line

5.5

Business Model

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5.1 Project Specification

Originality

The first project of its kind in the Kingdom that focuses on connecting people and Their living space (residental areas) , to create experiences that makes a real difference. We do this through wayfinding systems and placemaking to translate the outdoors environment .

Value

This project builds a vibrant and sustainable community within the neighborhoods by designing meaningful connections between people and places, motivating people to have a healthier lifestyle.

Appropriation

The project corresponds to the target audience in this era, since Riyadh is constructionally working on humanizing residential neighborhoods, while this project focuses more on the visual aspect as it supports establishing a vibrant community and raises the quality of life in line with the new vision of the Kingdom.

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5.2 Visual Research

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Brainstorming & mindmap

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Visual research, moodboard

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Moodboard

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5.3 Visual Identity gidelines

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Visual Brand Gidelines

“Design systems that connect people to spaces” 20

Hai Principle Centered Design Agency

About the agency 22 23

About us our mission

visual identity 24 26 28 30 32 34 36 38 40 44 46 48 52

Sketches Formal logo Secondary logo Logo philosophy Logo size Clear spaces Minimum size Common errors Brand colors Color variations background control Typography Layouts

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People are the center of EVERYTHING we do.

who are we

Hai looks at the outdoor residential environments “neighborhoods” in a different way, a way that creates immense strategic and aesthetic value for residents.

We activate physical spaces by translating the space ideas, stories, and residents’ journeys into three dimensions in ways that enrich both the space and the lives of those who interact with it By designing an effective wayfinding system and placemaking .

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Hai Principle Centered Design Agency

Our mission

The primary guiding principle of Hai agency practice is that people are at the center of everything we do. Whether you think of individuals, groups, or communities, they are inherently at the center of the focus.

Our goal with any project is to help people feel good, give them a sense of meaning in their environment, and help them identify within the community that will build an enduring and lasting connection.

When residents look at their neighborhood, drive up or walk through it, the work of architectural graphic designers is what helps make it unique and identifiable, and more importantly, resonates with its purpose. People want to feel good about putting their energy into the environment and being a part of it.

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Visual Brand Gidelines

Sketches

This logo has gone through many attempts

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Visual Brand Gidelines

Formal Logo

This logo, which consists of a type logo, symbol, and a Headline, is used in Formal cases and does not have to be used in others.

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Visual Brand Gidelines

Secondary Logo

In the secondary logo case, type logo and emblem may be used separately. This case could be only in printed publications and social media posts.

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Visual Brand Gidelines

Logo Philosophy

The logo consists of an Arabic type logo and an emblem, simple, readable, and extended to indicate continuity.We see in the emblem an arrow which is the most important symbol in wayfinding signs, heading up as lines that head up always represent a feeling of enthusiasm and evolution.

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Visual Brand Gidelines

Logo Size

This logo is a carefully created piece of locked artwork that should not be altered in any way.

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17 unit 5 units

1.3 units 2.3 units

0.6 units

0.8 units

5 units 0.8 units

1.3 units

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Visual Brand Gidelines

Clear Spaces

At a minimum, there should be clear space equal to the Figure shown. Using an element from the logo as a unit of measurement ensures enough clear space at any size.

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Visual Brand Gidelines

Minimum Size

This version is for extremely small sizes for limited usage.

The minimum width is 3.50cm for print applications and 186px for digital applications.

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Visual Brand Gidelines

Common errors

A list of the most common or egregious errors.

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1. Do not stretch, squash, skew, or distort the logo in any way.

2. Do not edit the logo color to other than the brand primary colors.

3. Do not change the baseline font.

4. Do not change the layout or relationship between logo elements.

5. Do not encroach on the required clear space.

6.Do not add graphic effects to the logo, including drop shadows.

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Visual Brand Gidelines

Brand colors primary

Our brand should always be represented in one of the colors on this page, Use of the Pantone Matching System is highly recommended to ensure color consistency.

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C: 72 M: 66 Y: 65 K: 75 R: 30 G: 30 B: 30 #: 1e1e1e

C: 4 M: 3 Y: 3 K: 0 R: 241 G: 241 B: 241 #: f1f1f1

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Visual Brand Gidelines

Brand colors secondary

Secondary colors are used in printables and promotional media only and it is recommended to use the Pantone Matching System to ensure color consistency.

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C: 76 M: 47 Y: 82 K: 49

Green typically symbolizes nature, Optimistic, health, and environmental awareness.

Hai Principle Centered Design Agency C: 25 M: 75 Y: 91 K: 15

R: 45 G: 71 B: 47

R: 168 G: 84 B: 48

#: 2d472f

#: a85430

C: 50 M: 24 Y: 56 K: 25

C: 20 M: 78 Y: 94 K: 9

R: 109 G: 133 B: 106

R: 186 G: 84 B: 46

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C: 37 M: 12 Y: 43 K: 12

C: 15 M: 78 Y: 100 K: 3

R: 147 G: 173 B: 143

R: 204 G: 89 B: 41

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#: cc5929

C: 37 M: 12 Y: 43 K: 12

C: 8 M: 79 Y: 100 K: 1

R: 147 G: 173 B: 143

R: 222 G: 89 B: 38

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#: de5926

C: 24 M: 0 Y: 30 K: 0

C: 0 M: 79 Y: 98 K: 0

R: 195 G: 226 B: 193

R: 242 G: 92 B: 33

#: c3e2c1

#: f25c21

Orange is often described as an energetic vibrant color. It may call to mind feelings of enthusiasm and excitement.

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Visual Brand Gidelines

Color variations

When in doubt, use the most legible version of the logo for the available background.

For printed executions, special care should be given to ensure logo legibility on the final media or material used.

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Hai Principle Centered Design Agency

Two-Color, Light Primary Usage Dark Primary Usage

Mark: Hai black Stamp: Hai white

Mark: Hai white Stamp: Hai black

Single Color, Secondary Usage

Limited cases when it needed to be used on advertisement

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Visual Brand Gidelines

Background control

Our logo should also make a clear, strong statement when used. If there is not enough contrast between the logo and the background, the presence of the logo is weakened. The logo may be placed on photographs, textures, and patterns as long as there is enough contrast for the logo to be visible.

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Hai Principle Centered Design Agency

The two-color, primary version of the logo may be used on any solid-color background. Use the light version to achieve maximum contrast.

The two-color, adds version of the logo may be used on some dark or light photographic background.

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Visual Brand Gidelines

Typography For the English content, sequel sans, a sans-serif font was chosen. simple clear and readable.

If we wish to rearrange our cities, we must first rearrangeour neighborhoods.

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Visual Brand Gidelines

Typography

.2030 50

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Visual Brand Gidelines

Layouts Cover letter

210 x 297 mm

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Hai Principle Centered Design Agency

Layouts Business card

55 x 85 mm

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Visual Brand Gidelines

width 1080px margin 60x60px

width 1080px

105x105px

Layouts social media

Gird: 10 x 9Units Unit Size: 105x105px Pattern Unit Size:105x105px

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margin 59x59px

385x556px

Layouts posters

Gird: 4x4 Units Unit Size: 385x556 px Pattern Unit Size: 385x556 px

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5.4 Time Line

Time line chart

The upper chart showes the work process by weeks, starting with week 1 to week 13.

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5.5 Business model

Customer segmant

Customer relationship

Value propositions

Revenue streams

Direct: - Riyadh Municipaity - Real estate offices InDirect: - Neighborhood Residents

Direct customers: via email, website and social media InDirect customers: Direct interaction with the neighborhoods

Establishing a vibrant, sustainable community within the residential areas, Motivating a healthier lifestyle.

-Markiting plans -Municipalities and real estate offices.

Key partners

Key activities

Key Resources

Channels

-Riyadh Municipality A Principle Centerd -Real estate offices Design Approach -Aljazeera paints Agency -Materials factories -Architecture and Design commission

-Human Resources: -website - Graphic designers -Email - Engineers -Social media - Construction workers -Finance Resource: -Neighborhoods - Factories - Materials - Marketing

Cost structure

Fixed costs: Work space rent: 40,000 sr Employees salaries: 1-Graphic Designers: 7,000sr 2-Schematic Engineer: 7,000 sr 3-Construction Workers: 2,000 sr Adobe Subscriptions: 3,000 sr Website Development = 30.000 sr

Variable costs: Materials and factories: Materials and factories: Depends on projects Commercial registration of the project: 200 sr per year

89,200 sr

+ room fees are added to it according to the type of activity of the commercial register and the grade for each year

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6. Project Implement

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6.1

Final Project Outcome

6.2

Marketing Strategy

6.3

Development Plan

6.4

References

6.5

Appendix

6.1 Final Project Outcome

Hai Principle Centered Design Agency

Outcome1 , we choose Al-Hamra neighborhood and creating an identity that helps defining the neighborhood facilities designing a wayfinding system using the PCD method . Making it easier for residents to navigate around the neighborhood, increasing outdoors interaction that helps in creating a vibrant community.

Outcome2 , a website for Hai agency to make communicating with customers easier and display the agency’s services and work.

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Final Project Outcome Al-Hamra neighborhood Wayfinding system design

The Problem: The challenge was to create an external wayfinding and signage system which was not overbearing. This was complicated because the area doesn’t have any signs or an identity that made the area recognized. placemaking was also needed for some spaces in the neighborhood.

The Solution: Drawing upon the identity made, we developed a signage system using a sans serif font that was beautiful, clean, and easy to read. The form was simplistic and provided clear direction and visibility. We complemented the lettering with pictograms and arrows that were both simple and unobtrusive. The design also aided the implementation of good wayfinding practices in the sign family.

The Impact: Alhamra neighborhood now has a unified wayfinding and signage design spanning different types of spaces and meeting the needs of various users. Externally, the user journey is clearly signposted without being overly obtrusive. Our agency created external wayfinding and signage to unify this residential area which will make it easeir for residents and gusts, adults and kids and any language speaker to navigate around the neighborhood , and encourage them to do so.

Why Al-Hamra neighborhood? it is one of the most famous neighborhoods in Riyadh city, and it is one of the neighborhoods affiliated with Al-Rawda Municipality.

The neighborhood is located in the east of the city of Riyadh, and its is estimated at about 8.31 square kilometers.

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Al-Hamra neighborhood Identity

Hai Principle Centered Design Agency

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Al-Hamra neighborhood Wayfinding system design

Type logo Geometric style font

Typography

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Hai Principle Centered Design Agency

Logo and font For the Type logo, a geometric style font was chosen, for its clarity and to facilitate the process of linking it to the icons.

As for the font used in the signs, the DIN Arabic font was used for both Arabic and English type, for its clarity and readability.

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Al-Hamra neighborhood Wayfinding system design

Icons style

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Hai Principle Centered Design Agency

Icons style The Icons were designed in relation to the thickness of the geometric logo and the areas of the geometric shapes in the logo.

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Al-Hamra neighborhood Wayfinding system design

Icons Layout

guidance arrow

place is under surveillance cameras

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females only

males only

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Al-Hamra neighborhood Wayfinding system design

special needs

assembly point

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mosque

medical clinic

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Al-Hamra neighborhood Wayfinding system design

schools

bicycle area

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no smoking

under construction area

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Al-Hamra neighborhood Wayfinding system design

ball field

playground

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Icons info 14 icon to illustrate neighborhood facilities, Grid: 21x21 Units Unite size: 49x49 px 75

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Al-Hamra neighborhood Wayfinding system design

Materials

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Hai Principle Centered Design Agency

Signs Design for the panels, we wanted to use materials that withstand erosion and temperatures in the region, and we wanted to go back and highlight the roots of the kingdom by using materials that were and still are a heritage of this kingdom, and to use them in a modern way in a Wabi-Sabi style. we created signage that had black lettering on a wooden background surrounded by rock material, which all was capable of handling the area’s weather so it could last as long as posable.

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Al-Hamra neighborhood Wayfinding system design

Design for the broadest possible audience

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Hai Principle Centered Design Agency

Where a sign can be temporarilly obscures, eg. in crowd, the sign should be placed at hight of not less than 2000mm above the ground plane of the finished floor.

Signs should be placed with in a zone at hight not less than 1400mm and not more than 1600mm above the plane of the finished floor. where space in this zone is used up, the zone for placement of signs may be extended downward to not less than 1000mm from the plane of the finished floor.

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Al-Hamra neighborhood Wayfinding system design

01 Front view

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Night view

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Al-Hamra neighborhood Wayfinding system design

02 Front and side view

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Night view

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Al-Hamra neighborhood Wayfinding system design

o3 Front view

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Night view

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Al-Hamra neighborhood Wayfinding system design

04 Front view

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Night view

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Al-Hamra neighborhood Wayfinding system design

05 Front and side view

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Night view

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Al-Hamra neighborhood Wayfinding system design

06 Front view

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Night view

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Al-Hamra neighborhood Wayfinding system design

07 Side view

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Night view

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Al-Hamra neighborhood Wayfinding system design

08 upper floor graphics view

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Night view

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Al-Hamra neighborhood Wayfinding system design

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3D expected view

Sign 03 99

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3D expected view

Sign 01 101

Final Project Outcome 2 Hai website

HaiAgen 102

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ncy.com The website consists of 10 electronic pages that include everything the agency needs to provide and show to clients in Arabic and English, it also contains a contact page, which is necessary to complete the cooperation procedures.

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Hai website, Persona

Fahad Mohammed An employee at Riyadh Municipality, Project Planning and Management Department “If we really want to see a new and prosperous Saudi nation; We must all support the implementation of the goals of Vision 2030.”

DEMOGRAPHICS:

FAVORITE BROWSING SITES AND APPS:

Age: 33 Gender: Male Location: Riyadh, Ksa

Google

CURRENT:

INTREST:

Looking for the right project that will help the municipality in developing the humanization project in the Saudi neighborhoods.

To be an active member contributing to the realization of Vision 2030.

DEFINING TRAITS: Eager Eclectic Evolutioner

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Twitter

Hai Principle Centered Design Agency

Asma Turki An employee at a Real estate office “In our office, we are keen to provide neighborhoods with an environment that revives life for all through mosques, shops, restaurants, parks, schools and recreational facilities.”

DEMOGRAPHICS:

FAVORITE BROWSING SITES AND APPS:

Age: 29 Gender: Female Location: Riyadh, Ksa

Instagram

CURRENT:

INTREST:

Looking for Design agencies that could help visually identifying their new neighborhood projects.

To be an active member contributing to the realization of Vision 2030.

Twitter

DEFINING TRAITS: Eager Eclectic Evolutioner

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Hai website, User journey

Fahad Mohammed An employee at Riyadh Municipality, Project Planning and Management Department

Goal: Looking for the right project that will help the municipality in developing the neighborhoods humanization project in Riyadh.

Activity:

Feeling:

Opritinties:

DSCOVERY

MAKING DECISION

COMMUNICATION

a tweet advertisement

An official letter from the

The agency answers and

encourage them to

municipality to the agency

asked for a meeting and

browse agency website

Intrested

An introductory tour of the platform, getting acquainted with the services and features

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details

Expecting

Accomplishment

-

Submit project data and municipality requirements

Hai Principle Centered Design Agency

Asma Turki An employee at a Real estate office

Goal: To find a Design agencies that could help visually identifying their new neighborhood projects.

Activity:

DSCOVERY

MAKING DECISION

COMMUNICATION

Looking for Creative

Submitted project request

The agency answers and

problem-solving agencies

asked for a meeting

Found the agency wesite, Browse the website and social media

Feeling:

Opritinties:

Curious

-

Seeking

Excited

Waiting for the email to be

Submit project data and

accepted

requirements and geting ready for the meeting

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Hai website, Wireframe

Tagline

Bar

Logo

HOMEPAGE

Coperights Social media

CONTACT PAGE

numbers

Filling

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Exit

MENU PAGE

ABOUT US PAGE

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Hai website, Wireframe

Tagline

Bar

WORK PAGE

Coperights Social media

Image

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Logo

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INSIDE WORKPAGE

Image

Image

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Hai website,

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Scan to visite Website 113

6.2 Marketing Strategy At Hai, we choose to market our Agency by posting on social media such as Instagram and twitter.

Why social media?

Our target audience is concentrated on social networking sites, such as real estate offices and others always display their services and advertisements on Twitter. Also, being able to reach the largest number of the target group locally and globally is on social networking sites, more popular and less cost.

In the future, we can expand more to street billboards.

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Instagram 6 Instagram posts that have the secondary color of the brand, which is orange, making the posts more vibrant and catchy, visit @hai_agency for more.

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Marketing Strategy,

Twitter We use Instagram posts for advertising on Twitter, where there is a feature for advertising on Twitter which can appear to the target group. visit @HaiAgencyKSA 116

Hai Principle Centered Design Agency

Promotional Poster A swiss-style layout, simple eye catching.

Contains the primary colors of the brand.

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Marketing Strategy, Giveaways.

Plant giveaway Make your space vibrant. why plants? plants are another form of increasing outdoors interaction and activities. also, plants make spaces vibrant which provides the same value as our agency 118

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Marketing Strategy, Giveaways.

Booklet giveaway This booklet explains the agency and its project with a business card. to browse the booklet scan below.

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Marketing Strategy, Giveaways.

Stickers giveaway Phone cover stickers that has the project emblem and icons.

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6.3 Development Plan

2023 Create a team and develop the agency 2024 Start working on major projects in Riyadh to highlight our name in the market 2025 Establishing branches all over the kingdom 2030 Expansion all over the Gulf

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Main goal: - Creating Vibrant sustainable urban communities with in the residential areas

Hai Principle Centered Design Agency

and that’s a wrap 127

6.4 References

1-Al-Thani, Soud K., Alexandre Amato, Muammer Koç, and Sami G. Al-Ghamdi (2019). “Urban Sustainability and Livability: An Analysis of Doha’s Urban-form and Possible Mitigation Strategies” . no. 3: 786. https://doi. org/10.3390/su11030786 2-Fallatah, Khaled. (2019).

“Guide for Sustainable Design of NEOM City”. no. 3: 786. https://scholarworks. rit.edu/theses/10268 3-Torbati,Hanieh. (2018).

“The Role of Environmental Graphic in the Identification of Urban Public Spaces”. https://doi.org/10.28991/ cej-03091129 4-Bloch, J. ( n.d. ). 7 key elements of the visual brand identity . gingersauce branding technology. https://gingersauce.co/7key-elements-of-the-visual-brand-identity/ 5-Levanier, J. (2020, n.d. ). Visual identity: everything you need to know about essential aspect of branding . 99design. https://99designs.com/ blog/logo-branding/visual-identity/

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6-Saudi press agency (2020, November 25 ).

His Highness the Deputy Governor of Riyadh inaugurates the “Humanization of Residential Neighborhoods” programt . Saudi press agency. https:// www.spa.gov.sa/viewfullstory.php?lang=ar&newsid=2161572 7-Brandeis University, B.U. (2021) Visual Identity System [online]. Available at: https://www.brandeis. edu/brand/visual-identity-system/index.html 8- Cambridge Dictionary , C.D. (n.d.) Humanize [online]. Available at: https:// dictionary.cambridge.org/ dictionary/english/humanize 11- Alqafilah. (2019, September 10). Quality of life in Saudi Arabia - Professor Fouad Asiri [Video]. YouTube. https://youtu.be/ g80HZd7Pdhw 10- Thmanyah Radio. (2021, November 11). With the Minister of Municipal and Rural Affairs and Housing | Socrates Podcast [Video].

YouTube. https://youtu.be/ dOLjEzgDLcY

6.5 Appendix

Hai Principle Centered Design Agency

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Copyright © Ghada Mohammed Alhawass 2022

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