Digital Experience Design for NEW ICON

A digital experience for NEW ICON, Saudi Arabia's integrated contracting platform, powered by Unicon Group.

Bringing engineering, manufacturing, procurement and execution under one accountable structure, NEW ICON needed a digital presence that could communicate the scale of its offering without compromising clarity.

Working in partnership with LXD (Let's Experience Design), who developed the brand identity, I led the website's structure, page design and art direction.

The result is a considered, editorial experience that balances architectural ambition with corporate confidence.

Rather than relying on conventional corporate design conventions, the approach centred on restraint.

Generous negative space, oversized typography, full-bleed architectural photography and concise messaging create an editorial rhythm throughout the experience.

The existing brand identity provided the foundation. The digital experience extended it through considered layouts, visual hierarchy and a consistent design language.

Olive, paper, stone and ink form the foundation of the experience, creating a palette that feels grounded, architectural and timeless.

Typography does much of the expressive work, balancing oversized statements with quieter supporting information. Photography brings warmth, scale and context to the interface.

Selected projects take centre stage through architectural imagery, concise project information and generous layouts.

From hospitality developments to residential and social infrastructure, the portfolio communicates the breadth of NEW ICON's experience while reinforcing its ability to deliver at scale.