Neom
The Land of the Future
Neom is a new urban area planned by the Kingdom of Saudi Arabia to be built in its northwestern province. At Monks, we developed a number of web pages in both desktop and mobile for Neom while keeping consistency through a design system. As Art Director my role included overseeing UI and UX as well as asset selection for the pages.
Company : Monks
Tools : Figma, Photoshop
Project overview
NEOM is Saudi Arabia's flagship giga-project and the centrepiece of Vision 2030, an ambitious plan to build an entirely new region from the ground up, spanning 26,500 km² in northwest Saudi Arabia. More than a construction project, NEOM represents a global bid to redefine urban living, combining renewable energy, AI, and advanced technology across multiple cognitive cities and developments.
I was involved in designing the digital experiences across NEOM's education and science platforms and its emerging sub-brands, creating web presences that spoke to a diverse global audience of investors, talent, and the public, each with their own distinct narrative and goals.
Goal
NEOM is not one brand, it's an ecosystem of ambitious, interconnected sub-brands each targeting different audiences. Investors needed confidence and scale. Talent needed inspiration and clarity. The public needed to believe in a vision that doesn't fully exist yet. Designing digital experiences for a project of this ambition required translating a future-facing vision into present-day interfaces that felt credible, human, and world-class.
Working within a cross-functional team at Monks, I led product design across multiple digital platforms including NEOM's Education, Research & Innovation sector and science-focused initiatives. I contributed across the full design process from stakeholder presentations and design system decisions through to UI execution and developer collaboration ensuring each platform maintained NEOM's premium visual language while serving distinct audience needs.
Context & Scale
Part of Saudi Arabia's Vision 2030 economic transformation
Designed for a global audience across 6 sectors including education, biotech, energy, and technology
Delivered through Monks, one of the world's leading digital experience agencies
NEOM spans 26,500 km² — larger than some countries
Design decisions
The Education, Research and Innovation Sector aims to transform education into a lifelong experience that utilizes cutting-edge, high-tech, and personalized learning capabilities, and inspire the world’s greatest minds. We were challenged to reflect these points by designing a web page for desktop and mobile focusing on this particular sector. Each sub-brand required its own visual personality while remaining cohesive within NEOM's broader identity. The education platforms needed to feel aspirational yet accessible communicating a vision of lifelong, technology-driven learning to global talent and institutional partners. The science platforms needed to convey authority and innovation, speaking to researchers, academics, and investors simultaneously. The design approach prioritised clarity and scale- large, confident typography, immersive imagery, and purposeful white space to let the ambition of the project breathe without overwhelming the user.
Consistency through a comprehensive design system
Prioritizing responsiveness, the design system ensures a seamless user experience across various devices. It adapts to different screen sizes, optimizing the presentation of content for both desktop and mobile users.
Following the Atomic Design method allowed us to create a library of interactive components. By using component properties we sped up our workflow and easily created reusable and adjustable components. It is structured with modular components to promote consistency and efficiency in design implementation. This modular approach allows for flexibility in content presentation while maintaining a unified visual identity.
Context & Scale
Part of Saudi Arabia's Vision 2030 economic transformation
Designed for a global audience across 15 sectors including education, biotech, energy, and technology
Delivered through Monks, one of the world's leading digital experience agencies
NEOM spans 26,500 km² — larger than some countries
