All work04 of 09
Sahara Mall
Every piece tells a story
CreditThis project was a collaboration with SERB, who brought me in as Senior Art Director to lead the brand.
The story
Sahara is a furniture mall in Saudi Arabia. The idea starts with wood: every piece of furniture carries the silent heartbeat of a tree, so every piece tells a story. The wordmark is calm and warm, with a monogram built from the H, and the system runs from billboards and catalogues to the signs that guide people through the mall.
Every piece of furniture carries the silent heartbeat of a tree.
Result
A complete identity across print, outdoor, web and in-mall wayfinding.
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© 2026 Mustafa Khaled