01
The terminal visual — the campaign at environmental scale, designed to read as arrival welcome.
01 / 08 · CaseQueen Alia International Airport · Ramadan 20182018
QAIA — Art Direction · Environmental Campaign
Art Direction · Environmental · CampaignScroll ↓
02 / 08Context
Queen Alia International Airport marked Ramadan 2018 with an official makeover campaign — a seasonal transformation of the main terminal in Amman, Jordan. The airport wanted something that felt like a genuine welcome to arriving passengers during the holy month, not a decorative overlay.
The design problem was scale and specificity. An airport Ramadan campaign operates at the intersection of dozens of nationalities, languages, and cultural contexts. It had to feel simultaneously specific to Jordan and welcoming to every guest arriving for Ramadan — from Saudi Arabia, the Gulf, Europe, the diaspora. The visual language had to hold across wayfinding, terminal panels, and digital displays.
ClientQueen Alia International Airport
AgencySudace, Amman
RoleArt Direction · Campaign
Year2018
IndustryAviation
ScopeTerminal campaign, environmental design, motion for digital displays
03 / 08Constraints
What this had to hold.
An airport environment with multiple surface types and scales — wayfinding panels, terminal facades, digital displays, print collateral.
Ramadan visual language appropriate for a Jordanian context, not a generic Gulf aesthetic.
Multiple nationalities arriving simultaneously — welcoming rather than nationally exclusive.
A motion piece (After Effects) alongside the print and environmental campaign.
Agency coordination with Sudace, Amman — production managed across regional teams.
04 / 08
This one had to design the welcome.
05 / 08System
QAIA as host
The airport as a host, not infrastructure.
The airport identity placed in a seasonal register — QAIA as the host of a moment, not just a transit point.
Aaأ
Arabic Ramadan voice
Arabic leads. English welcomes.
The seasonal Ramadan message in Arabic. Practical wayfinding and welcome text in English. The hierarchy of language reflects the hierarchy of context.
Ramadan palette
Deep green. Crescent gold. Warm neutral.
A palette that reads across terminal architecture — colors that appear in Ramadan tradition without clashing with the airport's existing material environment.
Motion for displays
The campaign in digital departure screens.
After Effects motion piece carrying the seasonal campaign concept into the digital display environment of the departure terminal.
Airport grid
The terminal structure is the grid.
The airport's own structural grid became the campaign grid — the design adapted to existing architecture rather than imposing new geometry.
06 / 08Execution
02
A single campaign panel — the Ramadan greeting in the airport context, the seasonal message in its primary surface.
Interlude
An airport at Ramadan is the first thing you experience when you land. The design problem was treating that threshold like a design opportunity.
03
The motion piece — the campaign animated for digital departure screens.
07 / 08Rollout
International terminal
Campaign surfaces
Languages
Motion piece
08 / 08Outcome
What held.
- A Ramadan campaign applied to a major international terminal without losing seasonal warmth.
- The visual system held across print, environmental, and digital display formats.
- A motion piece extended the campaign into QAIA's departure screens.
Art DirectionYazan Urabi
AgencySudace, Amman
Year2018
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